H&M Origins is a new concept for the existing retailer H&M, allowing consumers to customise their products before the point of sale. This will be operated through two different sub-concepts. Aimed at girls aged 12-19, teens are able to print onto their garment in store using a digital subliminal sys- tem, walking out with their product. Another option is to indulge in the more advanced concept of building a garment from a choice of options and send it to manufacture.
This model has been devised through re- search into the negative effects of idolisation and how they can have damaging impacts, specifically on adolescents. The need for this concept was also conveyed through primary research where 87% of respondents stated they like the idea of being encouraged not to idolise and to create their own identity instead. The personalisation market within the UK is yet to be exploited, providing an encouraging gap in the market, with Mintel (2014) suggesting clothing retailers can use customisation as a unique selling point to stand out from the competition.
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The term 'Origins', describes the point or place something is derived from. As a relation to the phrase 'originality', it notions the expression of an individual's style that portrays a sense of personality. Origins constitutes an answer to the negative effects of idolisation; adorned by the youth population and manipulated by the fashion industry.
''It aims to inspire and aid youthful individuals to establish their own identities, moving away from negative idolisation.''