How custom fit is the future of fashion?

In India, custom fit offering is not a very well organised sector as yet. Traditional businesses which have been passed over generations with deep customer connect are still a large part of this sector.
custom fit

We have all seen and observed an evident change in the way Indian consumers have shifted their apparel preferences which has led to retailers and designers change the way they do business to meet this trend. Through time, western culture has always had a strong influence on fashion.Both demographic and psychographic shifts combined with the declining garment export industry and the increase in spending propensity of the Indian man are bringing about an evident change when it comes to fit preference and product uniqueness in the Indian apparel industry for men, which was earlier deeply rooted to immensity and richness of Indian culture.

Contemporary Indian apparel has more variations and segments today, than ever before. From a limited wardrobe a decade back, it is now broadly classified into work wear, casual, active, ethnic, seasonal, leisure, occasion wearand lounge wear.

The surge of ready-to-wear which has lasted for 25 years is limited to fast fashion retailers and is preferred by the younger consumer when compared to the mature consumer. Indian men who normally customize only for occasion or premium suits can be seen doing it across their wardrobe. The trend of custom-fit clothing in India is reviving as more and more men who have been preferring affordable luxury are now also looking at shirts or blazers/suits that sit on them much better, which are made for them!

In India, custom fit offering is not a very well organised sector as yet. Traditional businesses which have been passed over generations with deep customer connect are still a large part of this sector.

A customer will end up paying a hefty amount for a bespoke experience abroad for the brand value and experience and for the lack of trust in Indian brands. Although, the cost of the same product in India would be significantly lower due to the lower cost of manufacturing and the availability of highly skilled craftsmen. In fact, it is complete value for money if compared to what one pays for a ready to wear apparel and considering the quality and level of customisation available. There are still a handful number of brands in India which are going the bespoke way. While offering this experience, a perfect knack of taking measurements and translating that into a real fit is an art.

The benefit in custom fit is multi-pronged. It’s a win-win for both, the customer as well as the brand.

For a consumer, it is not only a unique fit, design and cut that he is paying for, it’s the entire experience. They get to choose the fabric, out of the umpteen choices of samples they are offered. They get satisfaction with the fact that the piece they are wearing is completely and exclusively for them. Small little elements of detailing or designing can make a huge difference. It can just be a statement button on the suit which stands out or choosing the collar on your shirt, the pleats on your pants or adding a personalized monogram.

For the brand, it is again a good scenario to be in as then the brand does not have to worry about the inventory management. One can then totally avoid the issue of storing inventory that remains unsold. A firm's holding costs which include the price of goods damaged or spoiled, as well as that of storage space, labour, and insurance – all.

The surge of ready-to-wear which has lasted for 25 years is limited to fast fashion retailers and is preferred by the younger consumer when compared to the mature consumer. Indian men who normally customize only for occasion or premium suits can be seen doing it across their wardrobe. The trend of custom-fit clothing in India is reviving as more and more men who have been preferring affordable luxury are now also looking at shirts or blazers/suits that sit on them much better, which are made for them!

In India, custom fit offering is not a very well organised sector as yet. Traditional businesses which have been passed over generations with deep customer connect are still a large part of this sector.

A customer will end up paying a hefty amount for a bespoke experience abroad for the brand value and experience and for the lack of trust in Indian brands. Although, the cost of the same product in India would be significantly lower due to the lower cost of manufacturing and the availability of highly skilled craftsmen. In fact, it is complete value for money if compared to what one pays for a ready to wear apparel and considering the quality and level of customisation available.

this gets sorted, with the made to measure way of retailing.Brand won’t make sizes till the time they don’t get the order. That itself is a huge relief from a business perspective.Just in time manufacturing prevents over-production, minimising waiting times and transport costs. The brand ends up saving resources by streamlining the production systems. It certainly does help in decreasing product defects.

Another benefit is that the same fabric that gets ordered for a blazer let’s say, can be later also offered or used for a Bandhgalaor a trouser, basis the corresponding orders. The range of categories for which the same fabric can be used, increases. That’s a very optimal use of fabric there, which is again a brands delight.

Third, offering custom made fits increases the width of the target group. As Products are not made in specific sizes, you can cater to all shapes and sizes ranging from muscular, tall, short and potbellied.

This trend of made to measure and customised products is growing day by day and is here to stay.

The article has been penned down by Rohan Khattar, Co-Founder, Minizmo

 

 

 

 

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