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Zara’s Testing the Customization Market With a Denim Capsule

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Zara is set to offer its first capsule collection of customizable denim apparel via pop-ups later this month.

The pop-ups start on March 27 in three Zara locations in Europe: Vittorio Emanuele, Milan; Kalverstraat, Amsterdam, and Plaza Cataluña, Barcelona. Customers who shop Zara’s online stores in Spain, the U.K., the Netherlands and Italy will also have access to the customization features. Customized product from a store can be delivered immediately, while those ordered online will be sent to the buyer via Zara’s usual delivery times.

The service Zara is testing allows consumers to have embroidered one word–up to 11 characters–onto any of nine different denim products in the capsule. The apparel options include jeans, denim skirts, jackets and shorts. Customers will also be able to choose a range of fonts and six different embroidery thread colors.

The caveat, as can be expected, is that merchandise, once customized, can’t be returned or exchanged.

Zara is owned by Inditex, which announced the new offering Thursday. Inditex also reported fiscal year 2018 results on Thursday. In an investor presentation, Inditex said it expects full global online integration in 2020 of its central inventory, online stockrooms and store network platform. That’s a move that is expected to allow for a global standard involving same day delivery in metropolitan areas and next day in all other locations.