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.
“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.