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Can online tailoring cut it?

How the world of tailoring is opening up its bespoke experience, quality and personal touch online

Shopping for standard product online is one thing but how can retailers transfer their bespoke services to an online audience? Two etailers say they have the answer.

Using an innovative approach to shopping online, the recently launched offers an online boutique where customers can purchase a tailored black dress.

The brainchild of Shirley Renwick, owner of London and New York-based finishing school Beatons, this site offers a simple approach to bespoke tailoring. Sticking with the classic little black dress in three fabric options, prices range from £180 to £300.

The site claims to work by “the marriage of science and style”; once measurements are taken a mathematical equation works out the dimensions for the pattern cutters and tailors.

The site layout is simple and the options, while basic, are clear and easy to view. Users can choose neckline, sleeve and skirt style and when options are clicked on, for example V-neck, an image of the chosen dress appears.

Users then have the option to enter their own measurements online or make an appointment to be measured and fitted. Dresses are delivered within 15 days and a free alteration service is offered.

Still only in soft launch, the site already has plans for further development, intending to produce higher-end garments with intricate couture finishes.

Another site offering this tailored service online is Again, users are invited to create a range of garments from a simple tailored shirt to a three-piece suit. Offering a much more extensive range of fabric choices, styles and colour options, this site shows how online tailoring can evolve.

Sections on the site include a “Live chat” option where potential customers can get an instant response to any queries and a “Feel our fabric” service, which involves a swatch of a chosen fabric being sent out for the customer to feel. It is options like these that enhance the bespoke service and which ensure the standards of customer service are of the high quality associated with buying made-to-measure fashion. l

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