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 compa¬nies, like Nike is doing for almost a decade now, adapt to the individuali¬zation trend by enabling their customers to design their own items, H&M is just offering their products as they are. Customers are involved only spo¬radic into the designing process, although cooperating with trend¬setting customers might bring the brand closer to the customer.