Customised tailoring: How Raymond, Aditya Birla Group are luring customers

Madura Fashion and Lifestyle brand Van Heusen offers bespoke services MYFIT

The retail and apparel industry in India appears to be coming full circle. A few years ago, the industry witnessed a marked shift to readymade clothing with manufacturers offering buyers more designs at attractive price points. However, with quality fashion going mass, the industry is once again seeing renewed consumer interest from discerning fashion-conscious buyers for made-to-order and customised tailoring services. Organised retailers such as Raymond and Aditya Birla Group have been quick to spot the growing demand for customised tailoring services. They see it as an opportunity for value addition and building loyalty among existing as well as potential