In 2017, there was a rise of automated manufacturing systems in the apparel and footwear industry as brands competed to create products that are speedy, personalised and ethically produced.
Adidas pioneered this approach with the introduction of its Speedfactory in London, Paris, New York, Tokyo and Shanghai. Speedfactory’s automated production line can be rapidly reprogrammed to respond to consumer demand as well as local cultural shifts, allowing the brand to create small runs of exclusive products without long lead times.
This trend is also opening up opportunities for material innovation that are impossible with a human workforce, as demonstrated by Reebok, as well as eliminating unethical and unsustainable working practices in the industry.