adidas' pop-up store makes custom sweaters within hours

Customers can now design their own sweater, have it knitted in the store and take it home within a short span of time.

April 11, 2017

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Customers can now design their own sweater, have it knitted in the store and take it home within a short span of time.

Image source: Reuters

Testing a new way to attract customers and respond faster to their demands, sports apparel and footwear giant has set up a pop-store where shoppers can design a sweater, scan their bodies to determine fit and have the garment knitted in a matter of hours.

The store, called Knit For You, is located in a mall in Berlin. The structure is just temporary but the company indicated that the move is part of a bigger push to compete with its rivals

Inside the store, customers first enter a dark room where they will stand in the middle of an illuminated box. A series of patterns will then be projected onto their chests. Using sensors to pick up hand gestures, the designs can be moved to different positions. Shoppers can experiment with various pattern and color combinations, which they can view in a computer monitor.

To get the sizes, customers can either choose from the standard measurements available or strip down to their underwear for a body scan. The results, together with the customized pattern, are then sent to an industrial knitting machine. Once done, the garment is finished by hand, washed and dried, and ready to be taken home within four hours.

The sweater is made of merino wool and goes for 200 euros or about $215.

The Knit For You initiative is part of adidas' efforts to slash manufacturing time of half of its products by 2020, doubling the rate in 2016. Currently, the company said it takes 12 to 18 months to get a new design to stores. The brand expects that this approach will increase the proportion of products sold at full price to 70 percent to the less than 50 percent at present. The strategy goes in line of its new goal of bringing operating profit margin closer to that of rival Nike at the end of the decade.



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