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What do you see is the potential for offering mass customised apparel via the internet?

Are there any pitfalls to look out for and who are the leaders in the field? (* the question arises through my involvement in an EU project to develop a toolkit for mass customised apparel. Partners in Germany and Netherlands appear to be much more confident of success than we are, here in the UK. However, their viewpoint is technology driven and ours is more market focused.  We would really value some pragmatic expert comment! )