Personalized retail

For Nike, the project represents a “new process of live design and manufacturing that allows our guests to come into the space, work collaboratively with us and leave with a special product in less time than ever before,” said Mark Smith, VP of Innovation Special Projects, in a release. In August, Vans unveiled a new machine that would allow them to similarly print customized designs onto a pair of shoes within 15 minutes.

As technology advances, brands are upgrading their in-store offerings. In March, businesswear brand Ministry of Supply installed a 3D knitting machine in their Boston flagship store to let visitors customize an office blazer during their visit. The process takes about 90 minutes and costs $345. “This is step one of a longer route to a sustainable and strong production method that’s here to stay,” cofounder Aman Advani explained to Quartz.

Adidas launched the “Knit for You” pop-up in Berlin from December 2016 to February 2017, where customers could design their own sweaters. The experience involved entering a dark room where patterns were projected onto their chests, using hand gestures to move around patterns and test out different designs, and completing a full-body scan before sending their product to be printed.

The luxury and beauty industries are also embracing personalization. The St. Ives Mixing Bar, open this summer only in New York, lets customers make their own skincare products in-store. Similarly, Function of Beauty creates personalized shampoos and conditioners based on hair type for $36 a set.