News

Mall deploys design-your-own T-shirt kiosks

December 15, 2010

Anyone can be a fashion designer with The Finish Line Inc.'s new T-shirt kiosks.

The Indianapolis-based athletic retailer is testing the kiosk at its Greenwood Park Mall store and expects to roll out more of the touchscreen kiosks in 20 stores during the next year, according to ibj.com.

Customers select their shirt sizes and colors and can choose up to three graphics from a selection of art, team logos and slogans such as "Skilled at every position" and, "Does this shirt make my butt look FAST?" They also can add their names and team numbers.

The customization kiosks, which look like oversize iPads, welcome customers to a store-within-a-store called Nike Track Club that sells apparel.

"This was really about us creating an experience for the customers in the mall," said Sam Sato, Finish Line's chief merchandising officer. "E-commerce is a significant part of what we do, but the engine that drives our company is our mall stores. We felt it important to evolve and upgrade the store experience."

The initial results have been encouraging, Sato said, clinching the chain's decision to roll out Nike Track Club to 300 more of the chain's 684 stores in time for the holidays. Only the biggest 20 or so stores will get the kiosks.