Ordering a custom-made outfit was unheard of among Indian consumers a few years ago. Customers would visit the tailor in order to get their outfits stitched for their important occasions. However, with the emergence of the internet, especially mobile-driven shopping, customer habits have undergone rapid changes. Today, customers cling to a new trend quickly. They are even willing to pay a premium for a platform that promises easy convenience along with superior quality products. Online tailor-made garment are proving to be a boon for these consumers.
Building customer base through simple presentations
As the physical marketplace is restrained by distance, a presence on the digital marketplace helps brands scale up presence across the country. Since visibility is important for a brand to create its online presence, it needs to make its customers aware of its offerings by presenting their value proposition in simple terms. This also helps these brands to build an initial customer base.
Bespoke garment providers offer the best fittings by taking into account the minutest of details such as the fabric, buttons, cuff shape, lapel shape, stitching pattern, etc. All this is done in their comfort of the digital space.
As these digital platforms provide a huge bandwidth, customers are flooded with choices on every aspect of apparel making- be it fabric, buttons, the cufflinks, the pockets etc. They only need to be sure of the right measurements, and perfectly fitting customised garments are just a click away. These right measurements can be achieved by providing video tutorials provided by the brands.
Dealing with quality and price issues
Their customer’s reluctance to shop online is only one of the few challenges that mire the growth of the online brands. Customising outfits according to a customer’s needs is a bigger challenge as consumers are not able to assess the quality of the fabric on the mobile or on their mobile screens. E-commerce platforms are trying to overcome this challenge by including high resolution images of these garments. These images provided the customers the actual look and feel of the garments.
Another challenge that the apparel industry faces today is providing customised garments at affordable rates. For this, brands are using innovative technologies such as artificial intelligence and machine learning that have made customised services accessible online at affordable rates.
Making its presence felt through innovative strategies
To avail of these services, customershave to browse the available options, compare them effectively across various platforms, make note of the reviews provided by current users and check if cashback option is available before making their decision to purchase.
In addition to changing the way a customer dresses, customised tailoring market also provides new ways to shop. This apparel market makes its presence felt through innovative packages such as the ‘Tailoring on Wheels” package. This initiative enables a buyer to choose from a wide range of world-class fabrics that are tailored with perfect fittings and personally delivered to the customers. This convenience of getting the garments tailored to perfection is driving the market for customised apparels in India as people are ditching readymade garments over these clear, crisp and customised apparels.