Zara launches accessories customisation service

By

Triana Alonso

Published
Dec 10, 2019

Inditex's flagship chain continues to lead the way in terms of the group's innovations. Having launched its first denim customisation service for pieces in the "Trf" line in March, Zara has taken another step forward in personalisation with the release of its "Edited" bag collection, which is already available to purchase on the brand's website.

The initiative, which launched through Zara's e-commerce platform at the same time as the brand's holiday campaign, allows customers to personalise three golden initials (compared to the nine characters accepted in the personalised denim line) on the pieces in its latest bag collection. Edited therefore offers customisable leather bags in minimalist tones of beige and black, the price of which does not vary in accordance with the number of letters added to them. Purses, for example, are priced at 39.95 euros, with shoulder bags coming in at 49.95 euros. According to the brand's website, all pieces in the collection are made after leather cut using sustainable practices with skins that coe from Leather Working Group-certified tanneries. 

Zara shoots for the high end

The move is the latest step in a series of initiatives undertaken by Zara as it looks to achieve a more sophisticated positioning while also maintaining accessible prices. It's true that the chain's campaigns have always stood out for their elaborate and careful execution, the brand having previously worked with famous photographers such as Steven Meisel, but the label's focus on transmitting a luxe image has intensified over the last few months. 

At the beginning of the year, Zara reworked its logo with a new design by Fabien Baron, and in autumn, the brand hosted a celebration at Paris Fashion Week in order to present the latest launch for SRPLS, the brand's high-end military-inspired line of limited-edition pieces. Recently, the chain revealed a line of gold-plated jewellery, and also expanded and transformed its fragrance portfolio through a partnership with British perfumer Jo Malone CBE. On top of this, when the group last reported its quarterly results, Inditex announced the renovation of the Zara Man and Zara Kids lines. 

In the first half of the fiscal year, Zara's revenues were around 8.90 billion, with Inditex's total sales coming to 12.82 billion. The famous chain therefore accounted for 69% of the group's total revenues for the period. Inditex plans to announce its third-quarter results on Wednesday,