Fast fashion retailer H&M has created a hyperlocal range or private brand clothing developed specifically for its customers in Berlin, Germany. The line was developed by H&M Group’s Laboratory and H&M Germany.

Garments have been designed based on specially collected data, which identifies current trend tendencies that are unique to Berlin. The data highlighted styles that H&M Berlin’s target group are currently looking for; from silhouettes and specific colors to materials and patterns. The collection launched on May 16th and is available exclusively in eight H&M Berlin stores.

Heléne Riihonen, Business Developer at H&M Group Laboratory

“With this collection we want to be truly customer-centered and offer our Berlin customers a hyper-local and hyper-relevant collection” Heléne Riihonen, Business Developer at H&M Group Laboratory.

To accompany the collection’s creative concept, the team collaborated on the campaign with Berlin-based influencer Lisa Banholzer, co-founder of the Blogger Bazaar, who embodies the unmistakable style of the metropolis like no other.

“I think it’s amazing that H&M, as a big global fashion company, can make a collection that is unique to us here in Berlin and that is not available anywhere else but in Berlin” Lisa Banholzer.

The collection enables H&M Group to test on-demand production, which shows great potential to react more specifically to customer’s wishes, and to align product quantity to local demand. Collections that align these factors allow H&M Group to avoid unnecessary transport, warehousing and overproduction; which is not only good for business, but also for the environment.

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.