Inditex gives voice to its labels so that visually impaired people can buy with greater autonomy

Inditex, one of the world's largest fashion retailers, has introduced a new system designed to enhance accessibility for individuals with visual impairments. This initiative aims to allow these customers greater autonomy when shopping by enabling them to access essential product information through their mobile devices. The company, based in Spain, has begun rolling out this "accessible labeling system" globally, marking a significant step toward inclusive retail experiences. The new system incorporates an additional code alongside the existing QR codes used by Inditex. This innovation was developed in collaboration with the Spanish company NaviLens and allows users to read the tags from various angles and distances without needing to precisely locate or focus on the tag using their phone’s camera. To utilize the feature, customers simply need to open the official app of the brand they are shopping at, such as Zara, Massimo Dutti, Pull&Bear, Bershka, Stradivarius, Oysho, Zara Home, or any other brand under the Inditex umbrella, update it to the latest version, and access the “Explore Items” function. Once activated, the device automatically detects nearby clothing items and provides information such as descriptions, colors, sizes, and prices in the user's preferred language. According to Ana Mosteiro, who oversees technological development for the project, the goal was to create a seamless and intuitive experience. She explained that customers would not have to stop in front of each item or search for the exact tag. Instead, they could walk through the store while receiving information about the products around them, helping them decide whether to purchase an item. The functionality is already integrated into the official apps of all Inditex brands, meaning no additional software downloads are required. Implementation began with products manufactured starting June 1st and will progress gradually over the coming months. In the near future, stores will have both new and old tagging formats coexisting, as only items produced since June incorporate this technology. The company plans to complete the rollout across all its brands by the spring-summer collection of 2027. Beyond the point of sale, the initiative extends further. The second phase of the project, set for later this year, will introduce this technology to interior labels sewn into garments. This means visually impaired individuals can identify and receive information about their clothing once they are home. Scanning the code again via their phone will provide details on composition, washing instructions, and care guidelines. Mosteiro emphasized that the company wants to ensure accessibility continues beyond the store. She noted that the solution was designed to integrate seamlessly with the standard labeling systems of all Inditex brands, ensuring uniformity across the entire commercial network. The project received support from the ONCE Group, which contributed technical expertise and user feedback throughout the design, testing, and validation phases over the past year. This collaborative effort allowed for improvements based on real-world usage scenarios, ensuring the system meets the daily needs of its intended users.