GUEST EDITORIAL: WHY CUSTOM? INSIGHTS FROM A MADE-TO-MEASURE SPECIALIST

Made-to-measure menswear has become an increasingly important component of men’s apparel wardrobes. The vast selection of fabrics, models, and details now available along with shorter wait times makes it possible for gentlemen of all ages and incomes to wear custom clothing. In many cases, MTM prices are becoming increasingly comparable to off-the-rack.

Retailers can greatly benefit from finding the right sources for make and cloth, and from learning how to properly measure for better fit. They can also benefit from more compelling presentations and better educated sales professionals.

For these reasons and more, retailers might consider hiring a made-to-measure/custom specialist who can offer the following:

• Ongoing training specifically designed for your store
• Proper measuring techniques
• Persuasive presentation ideas
• Organization and efficiency suggestions
• Event and outreach planning.

With much new competition in MTM, retailers should be focused on not just maintaining their foothold but also finding new ways to do more business. More custom means less inventory, fewer markdowns, and more opportunity to test new categories, new brands and new ideas.

Scotti Gaylord has spent several decades in menswear retail & wholesale, specializing in MTM & custom clothing at luxury department stores and independent men’s stores. He can be reached at scottigman@gmail.com.