Personalisation has been a major trend in fashion for several years now.
From creating your own bespoke Anya Hindmarch handbag to designing your own Nike trainers, customisable product is a concept that hundreds of major brands have embraced as a way to try to entice and excite the Instagram generation.
To date, the personalisation trend has largely been saved for higher ticket items – from luxury handbags to £100+ trainers and Levi’s jeans.
This month, Zara will become the first high street retailer to jump on board the customisation trend as they launch a service in Europe where customers will be able to embroider their names onto denim clothing.
From March 27, pop-up customisation corners will launch in three Zara stores in Amsterdam, Barcelona and Milan, where shoppers will be able to embroider words on 13 different denim designs; from a €19.95 pair of shorts to a €39.95 jacket.
For all UK-based customers (and those in Italy, Holland and Spain), the service will be online-only.
Towards the end of the month, Zara will roll out a trial in which UK customers will be able to order personalised items from the ranges online for delivery or pick-up in-store.
The news comes following a press conference held by Zara in Spain on Wednesday. As of yet there’s no further detail but stay tuned.
And until then, best start envisaging that monogram on your jeans derriere.
