Joann uses textile tech to further customization capabilities

Dive Brief:

Joann launched a new service that lets shoppers customize their fabric choices by color, scale and pattern repetition from among a selection of thousands of designer fabrics, according to a company press release.
The program, named MyFabric, is enabled by WeaveUp, a software company focused on digital textile printing and customization. In all, there are about 8,000 designer fabrics included in the program, which also allows customers to choose from dozens of high-quality fabric substrates on which the designs can be printed.
Early next year, the retailer plans to expand the MyFabric capabilities to allow shoppers to upload their own pattern designs on selected fabrics.

Dive Insight:

Joann is embracing new technologies and an innovative mindset as it faces competition from fellow craft stores like Michaels, as well as from the likes of Target and Amazon. According to GlobalData, consumer spending on arts and crafts is growing at a healthy rate, so there is an opportunity for a long-time player like Joann to make moves to grab more of the market.

Earlier this year, the retailer opened up a concept store in Columbus, Ohio, dedicated to showcasing cutting-edge technologies. The store innovations include self-ordering kiosks, live online streaming of in-store classes and areas for customers to make their own T-shirts and other crafts.

In addition, over the last year and a half, Joann has rebranded, launched a new mobile app and created a program called JOANN+ to target professional makers — a booming segment of people who sell their creations on Etsy, Amazon and other marketplaces.

MyFabric fits in with these offerings, as it gives customers control over a process, fabric design and printing, that traditionally has been the domain of the designers and manufacturers. It's something that should appeal to those professional crafters, but also to individual consumers seeking personalization capabilities.

Technology is making it easier — and more affordable — to allow customers a greater degree of product customization, ultimately allowing them to drive more of the shopping journey themselves. A program like this is just the latest example of how the flexibility and personalization capabilities of the digital world are influencing how retailers are reshaping shopping experiences for customers.