In 2018, Zara increased its revenue by three per cent. Online sales, which already account for 14 per cent of turnover in the markets where the group has an online presence, went up 27 per cent. Zara increased its e-commerce presence to 202 markets in the past year. The brand, together with Zara Home, saw a 3.2 per cent rise in net sales. Zara has the best conversion rate in the Spanish online fashion sector.
Zara, Inditex’s largest retail chain, is exploring personalisation with a customization service. The concept will be introduced in the denim category and allow customers to add embroidered words to the front or back of denim shorts, skirts and jackets. The price of these pieces will be the same as non-personalised items.
This test collection will be launched March 27 and be available in exclusive brick-and-mortar stores in Spain, the Netherlands and Italy. Customers will also be able to personalise pieces online or through the Zara app, where they can select the area they wish to customise as well as the font and color of the embroidery. In this way, the service will be made available in Spain, Italy, the UK and the Netherlands through the retailer’s e-commerce platform.
