Zara is launching a pop up customization service at three global stores where customers will be able to embroider words on a selection of the brand’s denim products.
Launching on March 27, the service, titled Zara Edited, will be available at specific stores in Barcelona, Amsterdam
In-store personalization services have become an effective way to engage with consumers who are seeking products that allow them to express their individuality. Brands across the spectrum – from Coach to Levi’s and GAP – have deployed it for years. Zara’s sheer size as a fast fashion brand, however, coupled with the service also being available online, speaks to the potential experiences like this may have as on-demand technologies mature.
The Spanish brand is increasingly focusing on add-on services and technologies to enhance the in-store experience. Last year, it hosted a tech-enabled pop up at London’s Westfield mall ahead of the opening of its first new concept in the same location months later; meanwhile also in 2018, it introduced an interactive AR experience to over 100 stores worldwide.
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