Economic Crisis Promotes Strong Return Of Garment Customization Industry

Luigi Gallo is a tailor in Rome. He has been in this industry for over 30 years.

His business is mainly concentrated on

In order to alleviate the pressure of huge orders, he specially set up a tailoring school to train young craftsmen in 2007.

He said: "people gradually realize that the suit designed by the designer is based on the general standard shape, and is not entirely suitable for itself.

Besides, they paid a lot of money for the label that was sewn on the lining. "

Amid the hustle and bustle of New York fashion week and Milan fashion week, designers have declared with one voice that the shrinking of the luxury sector caused by the financial crisis has become a past tense, and the trend of new consumption growth is increasingly obvious.

Many tailored tailors say that even in the recession, demand for customized garments is increasing.

The business of Saville street in London continues to flourishing, with an average annual sale of one hundred thousand tailored suits.

Despite the global economic downturn, their business volume has maintained steady growth over the past five years.

In order to protect and inherit handicrafts, 14 enterprises in Saville Street jointly established the order management association. Chairman Mark Henderson told us that the order volume increased by ten percent in 2010 compared with the same period last year.

Henderson added: "the economic crisis has made people redefine the true value of things, and they begin to value the quality of goods."

Simon Cundey runs the Henry Poole, the oldest brand in Saville street.

His idea coincides with that of Henderson.

"Customers are paying more attention to the origin, tailoring and workmanship of clothing," he said.

Just as they want to visit the kitchen of the restaurant.

Customized men's suits from Italy, France and the United Kingdom range from 400 euro to several thousand euros.

If you want LuigiGallo to customize one set for you, it will cost 1500 euro to 10000 euro.

In addition, the price of Gallo's evening dress starts at 1800 euro, and the price depends on the fabric and type.

In contrast, men's suits are priced at around 1000 euro.

Silvia Venturini Fendi, head of accessories Department of Fendi, Italy's top fashion house under the LVMH group, said that custom clothing is famous for its excellent material, high-grade lining and exquisite sewing skills. Its existence checks and balances the popular "fast selling fashion", and is bound to rally in the next few years.

As early as the 50s of last century, high grade clothes were often tailored to tailors and tailored by women workers.

However, by the middle of 60s, the rise of the garment industry led to machine production and price reduction, and gradually became the mainstay of the fashion industry. Even high fashion houses such as Christian Dior and Valentino were inevitably involved in this flood.

Few European tailors and craftsmen have pointed out that those first-rate luxury brands are inferior to those that they pour time and energy into.

Regardless of men's and women's wear, a set of production time is no less than 40 hours, and it takes three or four hours to try it on.

Gaia Fredella, a custom designer, works in central Italy. She mainly produces women's skirts and women's casual wear ranging from 200 euros to 700 euros.

"The reason women choose me is that they can't find a fit and less fashionable garment," she said.

Some custom clothes are cheaper than clothes, because the tailors don't have to spend money on advertising in order to maintain their international reputation.

Veronica Raccah, 30, a social researcher in Rome, once only liked AlbertaFerretti's cocktail dress.

Five years ago, she began to dress her neighbor tailor for her.

The style she offers is modeled on the top brand design, but it is more personal in terms of size and color.

She said, "the price of uniforms is more cost-effective. Secondly, the skirt length is determined by my height. When I dance, I can take off my high-heeled shoes and put them on flat shoes."

Giuseppe Pagano, a lawyer from Naples, is 32 years old. He is a big fan of custom tailored suits.

He said: "it's not just big brands that make people dress appropriately.

The intimate interaction with tailors is one of the reasons why I love uniforms. I need a craftsman who really understands my life and work.

In fact, some famous fashion houses including Ermenegildo Zegna also have their own customized teams.

Zegna started the custom business in 1972. Customers can choose cloth, color, style and details according to their own preferences. The price of customized suits is twenty percent higher than that of the same garments.

Prada's men's suits cost 1800 euros, while the same garments sell around 1000 euro.

Last year, Roberto Cavalli also introduced tailored dress for cocktail skirts, evening dresses and wedding dresses.

A spokesman for the brand said that the price of a customized garment is no less than 30000 euros.

In Europe, the price of custom made clothing is much higher than that of Hongkong and New Delhi, and the men's tailored suits are only 200 euros in the latter two places.

So Mark Leruste, a consultant at INSEAD, a French business school, decided to eliminate the isolation of Europe and Asia, though he had never been to Asia.

He registered the website customers to leave their own size data, customize suits, jackets and shirts according to the video prompts from the website.

The website is headquartered in France, and custom business is outsourced to China. Within three weeks, the goods can be produced and delivered to Europe.

However, due to overloaded browsing volume and huge number of orders to be processed, Leruste decided to close the website in November, and then rebuild a more perfect network platform to continue to customize the business.