Zara has recently decided to do something different noting the current trends and latching onto the customisation trend which has seen shoppers being able to create their own Levi’s jeans or design their Nike sneakers in-store.

Zara has launched a service in Europe where customers will be able to embroider their names onto denim clothing. Zara will launch denim customisation pop-ups in three stores.

The brand will be launching the pop-up customisation corners from March 27 onwards in three Zara stores in Amsterdam, Barcelona and Milan, where shoppers will be able to embroider words on 13 different denim designs.

The service will be available online to customers in Spain, Holland, Italy and Great Britain for delivery or in-store pickup.

Sneakers and jeans makers like Adidas, Nike and Levi’s have been offering customisation for several years, where customers can add their own modifications to clothes and shoes. Although it’s considered a hot trend, it hasn’t brought much in the way of revenue so far.

Pop-up customisation corners in three Zara stores in Amsterdam, Barcelona and Milan will embroider words on 13 different denim designs from a 19.95 euro pair of shorts to a 39.95 euro jacket from March 27, the company said on Wednesday.

Customers of Inditex-owned Zara in Italy, Britain, Holland and Spain will be able to order personalised items from the ranges online for delivery or pick-up in-store in an initial roll-out to test demand, a company spokesman said.

Respondents to the BoF-McKinsey Global Fashion survey identified personalisation as the number one trend last year.

Customisation ranges from smaller adaptations such as embroidery in-store to products designed almost totally by the customer like Adidas’s ‘Knit for You’ pop-up stores that create bespoke sweaters in a matter of hours.​

Zara to open denim customisation Pop-Ups.