H&M is very innovative and has extremely fast and numerous NPD cycles. However, the role of the customer in this innovation process could be improved. Whereas other companies, like Nike is doing for almost a decade now, adapt to the individualization trend by enabling their customers to design their own items, H&M is just offering their products as they are. Customers are involved only sporadic into the designing process, although cooperating with trend
setting customers might bring the brand closer to the customer.