Located in a Berlin shopping mall, an adidas pop-up store dubbed "Knit for You" allows customers to design custom merino wool sweaters at a cost of 200 euros. The process begins with the right fit: customers can choose from standard sizes or opt for a laser body scan for precise measurements. After selecting the desired color combinations on a computer screen, the sweater is knitted by a state-of-the-art machine, finished by hand, and washed and dried, all within four hours. The concept is part of adidas' larger initiative to reduce the time it takes to get new designs on to store shelves. (The sneaker industry standard ranges from 12 to 18 months.) Speed will allow adidas to make quick adjustments in response to fickle fashion trends, with the goal of achieving an operating profit margin closer to that of rival Nike by the year 2020.
Fast fashion takes on new meaning