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Belgium is an interesting lab for new services, French fashion chain Kiabi says. Its Belgian customers can now customise garments, and also repair them so they last longer.
Personalised accents
Jerôme Calonne, CEO of Kiabi Belgium, highlighted Belgium’s importance as a test market for circular initiatives in an interview with RetailDetail. And indeed: the store in Anderlecht (Brussels) is now the first Kiabi store with a workshop for customisation and repairs.
“In our in-store ateliers, you can easily repair your clothes yourself, so that your favourite trousers or jumpers get a second life and you do not have to buy new clothes straight away”, marketing manager Doriane Magnus adds. Apart from repairing, customers can also customise their clothing. “At the same time, it is of course nice to give your clothes a personal touch – think embroidery, printing or patchwork”, Magnus elaborates.
Together with the opening of the atelier in Anderlecht, Kiabi is launching the customisation service on its webshop. If successful, Kiabi plans to roll out the service to all of its physical shops in Belgium.
