At the end of March, Zara will be launching a new denim customization service called 'Zara Edited' at select stores in Barcelona, Amsterdam and Milan. With this service, customers will be able to choose from 13 different denim pieces—including everything from shorts to jackets—and embroider them with the letters, colors and fonts of their choosing. For customers in Italy, Britain, Holland and Spain, Zara will also offer personalized items that can be ordered online.
A number of brands have turned to in-store personalization services as a way to engage with customers who are looking for unique products that help to creatively express their individual identity. With Zara Edited, Zara is setting itself apart as one of the first high street retailers to offer this kind of service in Europe.