The company did a first test with customization earlier this year with a denim line in its ecommerce platform and in some of its stores.
Inditex continues to try customization with Zara. The company has launched a capsule collection of leather bags in which words or initials can be stamped. The bags, which cost around forty euros, are available in the chain’s website and have the Join Life seal, which identifies products made with sustainable materials.
The line includes three models of bag, shopper, clutch or shoulder bag, in two colors. Zara first tried customization earlier this year with a small collection of Trafaluc denim garments. Then, the garments were embroidered with Brother machines installed in three selected stores and in its stock rooms.
Zara first approached customization last March with a denim capsule
There are many fashion companies that have tries personalization in recent years. Zara’s service is just a first approach to this trend: luxury has been allowing stamp or engraving a name on its leather goods for decades.
Other companies, especially those specialized in denim such as Levi’s have gone a step further, offering a customization service in their finishes. The next step goes through total customization, which would allow to produce on demand and eliminate stock.
That is the path that H&M is exploring now. The Swedish company has created a collection in Berlin based on online searches and has developed a pilot test with its denim chain Weekday to customize jeans.