Fashion Amps Up Repair Focus

Currently stationed at its Oxford Street flagship in London, Nike’s restorative robot Bill (Bot Initiated Longevity Lab) will clean and refurbish a selection of the brand’s sneaker silhouettes in around 45 minutes. Bill can scan the shoe to select specific areas to target, and Nike employees will also replace liners and laces after the process is completed.

Taking this repair service to sneakerheads – a demographic known to obsess over keeping their footwear pristine – is a smart move, and the silhouettes accepted by the robot span Nike’s most popular styles, including the Dunk and the Jordan 1. Additionally, Bill’s introduction shows an expansion of Nike’s wider focus on product longevity and restoration, following the launch of Nike Refurbished last year.

Uniqlo is making similar moves. Having launched a repair and alterations studio in its New York flagship back in January, Re.Uniqlo Studio is now open in its Regent Street, London store, with plans to extend the service to more of its UK and European locations in 2023. In addition to tailoring and mending pre-loved pieces, the service also recycles old garments into new products.

There’s a huge and largely untapped opportunity here to give shoppers access to quick and convenient repair, upcycling and alteration facilities. Bringing the services in-store helps build trust and proves your brand’s commitment to more sustainable practices. Additionally, making the process visible and transparent to consumers is an exciting way to harness their creative imagination, so consider being even more collaborative, interactive and customisable by incorporating features like tutorials, workshops or how-to guides.