The idea of bespoke, made-to-measure clothing may sound like the preserve of the wealthy and those with couture ateliers at the tap of their ritzy smartphones, but it isn’t actually that long ago that made-to-measure was, for many, the standard way of buying clothes. They remained popular until the 1940s when the introduction of a standardised sizing system in the US, and from those foundations, the fashion industry forged into a future of rails of identical dresses, shirts and jackets in an industry-approved range of sizes. 

This more standardised approach drove costs down, and as high-end department store paved the way for the high street shop, and later, online shopping, fashion undoubtedly became more accessible and democratised. Shopping became a pastime and ready-to-wear clothing became the norm. Things heightened with the entry of fast fashion, and Zara led the way back then and later mimicked by many, the most successful one today being Shein. The consumer mantra for fashion became ‘More is less’. 

The dark side of readymade garments

However, the world is now well-aware of the cost of volumes of standardized readymade garments and fast fashion that have flooded every market on the planet. Landfill after landfill of discarded garments that did not pass muster or remained unsold, exploitation of labour in under-developed and developing countries, questionable child labour malpractices, unhealthy work conditions and toxic dumps into water bodies – the consumer now realises the trail of environmental damage their appetite for fashion has caused. With these issues making headlines, consumers are beginning to embrace made-to-measure once more. As Megan Crosby, founder of the eponymous label By Megan Crosby says about made-to-measure “Made-to-measure feels like a refreshing dive into a more innovative, caring and sustainable future for fashion.” 

Custom clothing to grow at 9.56 per cent CAGR

According to Proficient Market Insights, a research and analysis firm, custom clothing is expected to grow at 9.56 per cent CAGR between 2022 and 2027. In this period, its value could be over $78,902.04 million. The global Custom Clothing (made to measure) market size was valued at $45,623.19 million in 2021. Traditionally, the reputable labels that were in custom-made clothes globally were Ermenegildo Zegna, Ralph Lauren, Brioni, Baoxiniao, Kiton, and Pierre Cardin. Now Armani, Gucci, Versace, Chanel, Saint Laurent from the world of haute couture and they deep-dived into this sector still considered niche. Clearly, the fashion big houses don’t make custom-made affordable for the masses and seizing this opportunity, H&M,  Massimo Dutti, Mango, Zara and Guess have started their more affordable custom-made clothing line. 

Europe is the largest market, with about 35 per cent share, followed by North Amercia and China, with around 45 per cent share. In terms of products, coats are the largest segment with 55 per cent share. In terms of application, the largest application is store, followed by online. 

Custom-made clothing in India through startups

Devoid of the hype and glamour, even today custom-made clothing is a quietly run business flourishing cheek by jowl next to glittering high streets and dazzling malls. Until the late 90s, most Indians had their garments tailored – based on economics, from the neighbourhood tailors to the ritzy ones ensconced in premium areas and exclusive five star shopping arcades. 

Young and digital savvy, new Indian business owners have started companies that specialize in custom-made clothing that goes beyond the product as in, they are selling an experience. As the Indian consumer has been hailed as one of the more sustainability conscious consumer, return to customized clothing of quality is the natural choice. Today’s start-ups incorporate the best the world of digitisation has to offer to produce not only the perfect garment for the individual but to keep them engaged all the way to the end.