H&M is the result of an ingenious idea — standardize production and make mass production possible. That was over 50 years ago. Today, the Swedish Group is a modern fashion company with a strong brand firmly established in all parts of the world but the idea behind H&M remains the same, to offer fashion and quality at the best price.
The H&M Group is continuing to tap into consumers wanting on demand services and personalisation by launching a Creator Studio B2B service. The company explains the Creator Studio service and investment in print on-demand network Printify will provide new and innovative ways to engage and co-create with consumers, as well as to promote young designers.
In their quest for innovation, H&M is following the trend to individualize merchandise and develop a global digital printing platform for on-demand services. In this way H&M has left other fashion retailers behind in the race towards mass customization.
The Swedish company is focusing on setting up a global digital printing platform and is investing in on-demand services within its two business segments: Retail and Concept. The aim is to enable customers to order customized designs for T-shirts, sweatshirts, hats, hoodies and dresses, with the option to have them produced locally in a H&M store anywhere in the world.
Fashion retailer Hennes & Mauritz (H&M) will continue to ride the wave of digitization in 2017 and invests in different on-demand services. That shows the announcement from the company that it has partnered with online apparel marketplace Tradeshift, where H&M can use its digital marketing tools for connections with customers and suppliers. Furthermore, the fashion giant is investing in a digital printing platform for more personalization. This new investment will be used to expand H&M's digital offer and to launch digital garments with different effects than offered today.
Although still a relatively young technology, digital printing has gained popularity in recent years and is now being developed by a range of companies.
The fashion retailer wants to improve service for its customers and increase speed for its production lines. The company also develops regional production platforms for on-demand services.
While increasing efficiency in its merchandise production, H&M has also increased its focus on individualization to keep up with consumer demands.
In summary, we see the new digital printing technologies being used by both large and small companies, in their quest to develop products that are of a higher quality, better looking and cheap to produce. We see the growth potential in these digital systems and are excited about companies like H&M who are joining this movement. We can only hope they will encourage other brands to seek out the advantages of digital printing.
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