CASE STUDY
Interactive touch-screens
The NIKEiD and Google projects demonstrate another feature of YR Store that brand owners like, says Tim. “They differ from retail environments like Topshop, where customers have free rein in the images they use, because both brands provided a fixed range of images. This doesnʼt necessarily impact on usersʼ creativity, but it does give brands a degree of control over their messaging.”
YR Store depends on quality, fast, reliable print
Amid the excitement and creative buzz around YR Store touch screens itʼs easy to overlook the role of Epson SureColor printers in realising the concept, but Tim is in no doubt how crucial it is. “YR Store is about delivering garments quickly — while customers wait as short a time as possible — to a quality that does their designs justice and which they expect from leading retailers and major brands. So the printers at the end of the process not only have to deliver all this but do it in an ultra-reliable package that can keep pace with potentially heavy demand — on one of the days at Phenomenal House we
printed over 180 T shirts, and in Cannes we processed almost 1,200 shirts in five days. The whole point of YR Store is to make the experience engaging, immersive and easy-to-use, right through to the moment the customer picks up their garment after printing and thinks, wow!”
Epson – the logical choice He adds that Epson was the logical choice to provide the print technology. “We operate three SureColor dye sub printers in our head office, and the SC- F6000 model is performing superbly in Topshop. As we operate YR Stores in a wider range of environments itʼs good too that Epson offers us a choice of printer. For Google Sandbox we stayed with the SC-F6000, but for the NIKEiD event we used the smaller-format, more portable direct-to-garment SureColor SC- F2000 printer.
“Whichever printer we use we get superb output with maximum productivity and minimal downtime. Epson technology means we can provide the highest quality product in super-fast time, offering customers a great retail experience and their own unique garment.”
Custom T shirt
n For more information visit
www.yrsto.re or
www.epson.co.uk
YR Store met with almost instant success in the retail sector. Within months of opening as a pop-up outlet in London’s iconic Carnaby Street, followed by successful temporary in-store pop-ups at retailers Liberty and Selfridges, the company pitched Topshop the idea of a permanent concession in the men’s and women’s fashion departments at its flagship Oxford Street store.
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