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ETAM: customization service to be launched

THROUGH its online store, French distribution group Etam plans to launch a customized lingerie service in May 2015. Consumers are to be given the opportunity to select such elements as bra shape, cut of panties, colour, print designs, fabrics or decorative trimmings to create truly personalized garments.




The launch confirms that there is a demand for personalized lingerie but it remains to be seen what premium, if any, consumers are prepared to pay for the service.



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