Zara has decided to embrace the trend of customization (customize products), although at the moment, very timidly. The brand teaches Inditex will launch in four markets on-line (Spain, Holland, Italy and United Kingdom) and in three physical stores (Barcelona, Milan and Amsterdam) a service that allows a word of up to nine characters to be embroidered in a series of 13 denim garments. There will be six embroidery colors to choose from and it's free.
Zara Edited, as the service has been baptized, is a pilot test that will be launched on March 27 in those markets in which the brand has detected a greater taste for personalization and, if successful, would extend to others countries You can order the service in any of the three stores in which the company has placed embroidery machines, without cost, or online in the four markets mentioned. In the shop on-line, next to the garments editable, a button will be displayed that will take you to the Edited area.
But it is a very limited test, at least for the moment. Embroidery can only be done on a set of 13 garments from the denim collection (jackets, trousers or shorts), which cost between 25 and 39 euros. The client can embroider letters or numbers in only six colors and with a maximum of nine characters, to gain efficiency. For example, this editor could not leave the store with a garment with his last name. And in addition, the web only offers a handful of sites in which to embroider the word: the waistband or the area on the back pocket of a pair of pants, the rim of a windbreaker …
A blacklist of forbidden words
And in addition, Zara has compiled a list of 1,000 forbidden words in four languages, to prevent their garments from displaying messages or words that are offensive or bad. For example, Hitler can not be embroidered. Nor insults or curses.
Service customization born because we listen to our customers and we see that there is a trend towards unique and personalized garments, "said sources of the company, who did not want to specify the investment, not very large, that has been allocated to this new service.