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Avanti Deo Mishra, Business Head, Raymond Made-to-Measure
Avanti Deo Mishra, Business Head, Raymond Made-to-Measure
Avanti Deo Mishra is the Business Head of Raymond Made-to-Measure in Raymond Lifestyle Limited. She is a travel enthusiast and a business growth, start up and turnaround expert with a consumer first way of working. She has 20+ years of experience in Retail, FMCG and Consumer durable companies across industries and her current business Raymond Made-to-Measure creates and delivers products that are uniquely customised and personalised to deliver an exclusive experience in menswear apparel catering for the entire men’s wardrobe.

How Raymond ‘Made to Measure’ is bridging bespoke luxury with ready-to-wear fashion

Made to Measure clothing is a familiar and common term within the fashion connoisseurs’ community. It is a term which has often been confused with bespoke clothing, but what does Made to Measure really mean? Made to Measure involves tailoring garments from a standard-sized base pattern, adjusting them to fit each customer’s unique measurements. This method combines the personalised fit of bespoke clothing with the refined finish of ready-to-wear fashion.

History of ‘Made to Measure’ in India & Globally

In the late 1990s and early 2000s, Made to Measure clothing underwent a modern metamorphosis with the aid of information technology. This allowed shops and tailors to measure customers in their showrooms and transmit these specifications to manufacturing partners — a process known as individual mass production. Utilising sophisticated computer-aided design (CAD), this method represented a significant advancement in suit tailoring. While haute couture remains a luxury reserved for a select few in the West, the tradition of bespoke garments has long been ingrained in India. Historically, clothing in India was predominantly obtained through tailor-made outfits until the late 20th century, when there was a notable shift towards mass-produced, ready-to-wear apparel, leading to a decline in traditional tailoring practices.

The Revival of Bespoke Clothing

  • Resurgence of Interest: Terms like bespoke, made to measure, customisation, and personalisation are gaining significant popularity. While catering to a niche market, customisation has become embedded in every consumer’s consciousness. This shift is largely attributed to increased exposure to personalised garments, prompting customers to seek curated styles and wardrobes. Additionally, the rise of sustainability has steered consumers away from off-the-rack clothes and fast fashion. Influential endorsements from celebrities, influencers, and advertisements have further fuelled this resurgence.
  • Revival Catalysts: Cultural, Societal, & Economic Influences: In this modern age of significant advancements, we enjoy unlimited exposure and access to social media, acting as a gateway into the lives of others. This exposure fuels a constant desire to stand out from the crowd, prompting a growing demand for customisation. Once considered a luxury, customisation has now become essential for expressing one’s unique identity. Additionally, with the increasing spending power of the middle and upper-middle classes, customisation is no longer limited to high-end customers. The influx of international brands catering to Indian consumers has further raised awareness of superior craftsmanship and the latest fashion trends.

The Precision of Raymond ‘Made to Measure’ Clothing

‘Made to Measure’ represents an advanced form of customisation, seamlessly bridging the gap between bespoke tailoring and ready-to-wear fashion. Positioned as a luxury brand, Raymond offers a premium experience, allowing style enthusiasts to curate personalised fashion ensembles that reflect their individuality and align with current trends. Raymond ‘Made to Measure’ epitomises luxury, sartorial excellence, and superior quality, using renowned Raymond fabrics and intricate designs tailored to perfection in state-of-the-art facilities.

Our brand’s comprehensive range includes suits, formal jackets, waistcoats, shirts for formal occasions, as well as Bandhgalas, Nehru jackets, and Long Bandhgalas for ceremonial events, alongside casual options like chinos, shirts, polo t-shirts, and denims, all designed to enhance individual style.

At the heart of our ‘Made to Measure’ process are skilled stylists who interpret each customer’s vision, offering personalised advice on everything from fit to intricate details such as cuff styles, lapel colours, and collar types. With a selection of over 250 fabric options updated seasonally, customers can meticulously craft their ensemble, choosing from different styles of lapels, buttons, pockets, linings, collars, and cuffs to achieve a truly bespoke look.

Following the selection, our Master Style & Fit advisor ensures a precise fit through try-ons, aligning the garment closely with the customer’s measurements before final production. Every step is meticulously executed to deliver a garment uniquely crafted for each individual.

Challenges in the Bespoke & Made-to-Measure Markets

Understanding Current Trends: The goal of ‘Made to Measure’ is to consistently achieve superior outcomes by blending the best of both worlds. This entails understanding current trends and seamlessly integrating them with each customer’s unique style preferences. The expectation is always high, demanding impeccable results in fit, fashion, and finish. Therefore, one of the primary challenges lies in sourcing and retaining top-tier front-end staff such as Style Advisors and Fit Advisors, as well as skilled back-end labour at the factory level, to ensure the highest quality craftsmanship.

High Pricing: Another significant hurdle for made to measure is its higher pricing compared to ready-to-wear alternatives. Overcoming this challenge requires educating consumers about the meticulous craftsmanship and sartorial excellence that define ‘Made to Measure’ garments, thereby justifying their value. This awareness-building effort is particularly crucial in regions and cities where discerning customers are more prevalent.

Skewed Market / Demand: While efforts are underway to promote this exceptional craft, its market potential is currently skewed towards metropolitan areas, where greater spending power and appreciation for bespoke fashion are more pronounced than in smaller cities and rural regions.

Future of Made to Measure Clothing

Made to Measure represents a multidimensional approach to fashion, seamlessly integrating the diverse elements of luxury fashion into a cohesive whole. As such, it stands poised as the future of consumer purchasing and experience. Enhanced by technological advancements and artificial intelligence, Made to Measure has the potential to lead the way at the pinnacle of high-end luxury within the fashion industry.

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