Big Way! Fast Fashion Zara Test Water Garment Customization

Zara has officially launched the Edited series, which allows consumers to customize word embroidery for free, making a garment a unique product. At present, the series is officially launched in China, the United States, Spain, the United Kingdom, Holland, Italy and some specific shops.

Zara's custom service first tested water in three flash stores in Amsterdam, Italy, Barcelona and Italy Milan in March, and gained a good response after being reaped, which made it easier for Holland to push more markets recently.

After searching the Zara official website, we found that the Edited series had 27 pieces of products in China, including 14 TRF series, 8 men's series and 5 children's series, with price range from 119 yuan to 399 yuan. The Edited Series in the United States and Britain has a black canvas bag priced at 19.9 dollars.

If you want to own an exclusive Zara costume, you can only see 27 customized items on the Zara official website search "Edited", mostly jeans, T-shirts and sweatshirts. After choosing the size of the garment, you can press the "Edit" option to customize the embroidery.

The number of words restricted to embroidery is 7 English characters or 4 Chinese characters. The colors of embroidery are red, white, orange, vermicelli, black and fluorescent green. Consumers can choose different embroidery positions, such as custom jeans with waist, three pockets above the front pockets and back pockets for embroidery, and cowboy vests with two sides of front pockets and back sides for embroidery.

It is worth noting that the Edited series belongs to the Zara Join Life sustainable series. The raw material is 100% environmentally friendly cotton, which is grown through ways that help protect biodiversity, such as crop rotation or natural fertilizer.

The Edited series is part of Zara's sustainable fashion ambitions. At present, the Join Life Sustainability Series accounts for 20% of all Zara brand products, while the Zara parent Inditex group just announced a month ago at the annual general meeting that 100% of all brands of the group including Zara, Pull & Bear and Massimo Dutti will be made of sustainable materials by 2025.

In addition, Zara also promised that by 2025, no garbage will be sent to landfills, and 80% of the energy consumed by headquarters, logistics factories and stores will be renewable energy.

"Customization" seems to have become a new strategy for Zara. In June, Inditex group released the first quarter earnings report, focusing on ZARA HOME's customized business, including customized home products, logistics and even soft package design that match the company's image.

In recent years, the Inditex group has experienced growth bottlenecks. The 2018 financial year report shows that net profit has increased by only 2% over the same period last year, while the group net profit growth has been declining year by year since the 2015 fiscal year.

When many people's impression of fast fashion has changed to "poor quality" and "no environmental protection", Zara has begun to reverse consumers' views through a series of initiatives. "We first stood on the opposite side of a fast fashion company. We are very flexible and pay attention to every item of clothing," said Pablo Isla, chairman of Inditex group at the shareholders' meeting in June.