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Zara expands customizable ‘Edited' series

Spanish fast fashion giant Zara debuted its "Edited" feature -- which allows customers to personalize apparel by stitching their own names and phrases on key pieces -- in the US, Spain, China, UK, the Netherlands and Italy, and select Zara retail stores this week, following a successful trial via three customization pop-ups across Amsterdam, Barcelona and Milan in March.

The move -- a bid by the brand to make its offering more unique and personal -- will see an entire 28-piece collection made open for customization via an online feature which will allow customers to personalize the pieces for free on the website.

Specifically, customers will be able to transform their piece of clothing by embroidering one word up to 11 letters long onto the fabric, in real-time and post-purchase, via an "Edit" window of the product page. Once users type their selected word, the phrase will automatically appear embroidered on the article of clothing in the window, with two fonts available to choose from -- either capital letters or italicized lowercase letters. The service will also give the option of thread colors, several locations on the piece, and six font colors to choose from: red, white, orange, light pink, charcoal, and highlighter yellow. The range -- which is also part of the brand's sustainability efforts and is crafted from recycled cotton, as well as denim -- will offer items for women, men, and kids with denim pieces for women to include a boyfriend-fit jacket, a cropped jacket, ripped shorts, a zip-up hoodie, a structured tote bag, a crewneck sweater, and a series of jeans ranging from skinny to wide leg in black, blue and white-washes.

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