Zara will trial a personalised denim service in three European stores this month, embracing the customisation trend pioneered by big brands like Nike and Levi’s in recent years.
The service will also be launched online in limited markets to test customer demand before a broader launch is considered.
At three Zara stores in Amsterdam, Barcelona and Milan, purchasers of denim clothing can have them embroidered with words in 13 different designs. The items range from shorts priced at €19.95 through to a jacket at €39.95.
The customisation will be carried out in pop-up booths from March 27 and available online to customers in Spain, Holland, Italy and Great Britain for delivery or in-store pickup.