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Retail
Published: 11 Apr 2017

Adidas Interprets On-Demand Retail

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Adidas

Based in German shopping mall Bikini Berlin, Adidas’s pop-up store allowed visitors to custom design a sweater and see it produced by state-of-the-art knitting machines in under four hours. The move tapped into the booming on-demand economy discussed in Retail x Hospitality 2017.

  • Registration: Pre-kick-off, customers were given a booklet featuring a QR code that digitally stored details of each stage of the process.
  • Pattern Creation: Patterns (such as camouflage) were projected onto participants’ chests for 60 seconds while standing in a darkened room. Flanked by mirrors, the designs could be altered via hand gestures registered by surrounding sensors. Moving the right arm changed the pattern, while shifting the left erased part of the design. A specialist camera captured the evolving creation in increments.
  • Full Body Scan: Participants could have their exact measurements taken via a 3D laser scanner, requiring them to stand in a dedicated room in their underwear. See also Virtual Fit Tech for Fashion.
  • Customisation: An interactive screen displayed all captured patterns, from which shoppers could pick a favourite. The participants could then experiment with pre-set colour combinations, changing shades using RFID-enabled sample chips. Placing a chip within a ‘reading area’ triggered new combinations in real time.
  • Order: To order, participants pressed a ‘print’ button on the customisation station – handing a printed image of their design plus the QR booklet to staff. The employees then scanned the code to transmit the relevant data to the knitting machines. The 100% merino wool sweater cost €200 ($213).

See also Rapid Retail, Intimate, Democratic & Inclusive: New Brand Spaces, Experimentation & Co-Creation and Luxury Product Customisation Boom

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