Our garments are investments in style and quality
Armour Bespoke is a leading authority in India on luxury bespoke menswear, standing as one of the largest bespoke fashion houses globally. Specialising in everything from daily attire to red-carpet and wedding ensembles, the company crafts unique, high-quality garments that serve as an extension of an individual’s personality. In a chat with Fibre2Fashion, Founder Pranita Bandekar Salunke discusses the ins and outs of custom clothing.
What emerging trends or technologies do you see shaping the future of the custom clothing industry?
The custom clothing industry is continually evolving, and several emerging trends and technologies are poised to shape its future. Some of the key developments to watch are:
3D Body Scanning and Measurement: Advanced 3D body scanning technologies are becoming more accessible, allowing for highly accurate and precise measurements. This technology streamlines the fitting process and enhances the overall customisation experience for customers.
Virtual Try-On and Augmented Reality (AR): Virtual try-on apps and AR tools enable customers to see how a garment will look on them before making a purchase. This reduces uncertainty and returns, particularly for online custom clothing retailers.
AI-Powered Fit Recommendations: Artificial intelligence can analyse customer data and suggest personalised fit and style recommendations. This ensures a better fit and helps customers make informed choices.
Sustainable Materials and Practices: The demand for sustainable and eco-friendly materials is growing. Custom clothing brands are incorporating environmentally friendly fabrics and adopting sustainable production processes to meet this demand.
Digital Pattern Making and Cutting: Digital pattern making and cutting technologies improve accuracy and efficiency in garment production. They reduce material waste and enhance the precision of bespoke tailoring.
Blockchain for Transparency: Blockchain technology is being used to create transparent supply chains, allowing customers to trace the origins of materials and verify ethical and sustainable practices.
3D Printing: While not yet widely adopted for clothing production, 3D printing has the potential to revolutionise bespoke fashion by enabling intricate and customisable designs.
Mass Customisation Platforms: Mass customisation platforms and software are making it easier for brands to offer custom clothing options to a broader customer base, catering to individual preferences at scale.
Sizing Standardisation: The industry is working towards standardising sizing to reduce fit issues. Brands are also embracing inclusive sizing to cater to a more diverse range of body shapes and sizes.
Smart Fabrics and Wearable Tech: Smart fabrics embedded with sensors and wearable technology are creating opportunities for functional and tech-integrated custom clothing, such as garments with health monitoring capabilities.
On-Demand and Local Manufacturing: Brands are exploring on-demand and local manufacturing models to reduce lead times, minimise waste, and offer customers quicker access to custom-made garments.
Sustainability Certification: More custom clothing brands are obtaining sustainability certifications and eco-labels to showcase their commitment to ethical and green practices.
Collaborative Design Tools: Collaborative design tools enable customers to participate in the creative process by customising designs and fabrics, fostering a sense of ownership in their garments.
These emerging trends and technologies reflect the industry’s commitment to providing more personalised, sustainable, and technologically advanced solutions for customers. As technology continues to advance, the custom clothing industry is likely to evolve in exciting and innovative ways.
How do you perceive the role of sustainable fashion in the custom clothing sector?
Sustainable fashion plays a vital and increasingly significant role in the custom clothing sector. It intersects with several key aspects of custom clothing, including design, materials, production methods, and consumer demand. The following factors decide how sustainable fashion is impacting the custom clothing sector:
Material Selection: Sustainable fashion encourages custom clothing brands to prioritise eco-friendly and ethically sourced materials. Brands are increasingly using organic cotton, Tencel, hemp, recycled fabrics, and other sustainable materials for bespoke garments.
Reduced Environmental Impact: Custom clothing brands are adopting sustainable practices to reduce their environmental footprint. This includes minimising waste, using eco-friendly dyes, and implementing energy-efficient production processes.
Ethical Production: Sustainable fashion promotes fair and ethical labour practices. Custom clothing brands are focusing on ensuring that their tailors and artisans are paid fairly and work in safe conditions.
Local and On-Demand Manufacturing: Some custom clothing brands are shifting toward local and on-demand manufacturing, reducing the need for long-distance transportation and minimising excess inventory.
Longevity and Durability: Sustainable fashion encourages the creation of high-quality, durable garments designed to withstand wear and time. Custom-made clothing is inherently more durable because it is tailored to fit and built to last.
Transparency and Traceability: Custom clothing brands are embracing transparency by providing information about the sourcing of materials and the production process. This transparency builds trust with consumers seeking ethically produced clothing.
Waste Reduction: Sustainable fashion advocates for waste reduction. Custom clothing brands can minimise fabric waste by precisely cutting patterns and using leftover materials for other purposes.
Consumer Awareness: As consumers become more environmentally conscious, they are increasingly seeking custom clothing options that align with their sustainability values. Customisation allows customers to make eco-friendly choices in fabric selection and design.
Circular Fashion Economy: Some custom clothing brands are exploring circular fashion concepts, such as offering repair and alteration services, to extend the lifespan of garments.
Innovation and Technology: Sustainable fashion encourages innovation in textile technology, such as the development of eco-friendly fabrics and dyeing methods. Custom clothing brands can incorporate these innovations into their offerings.
Education and Advocacy: Custom clothing brands have a unique opportunity to educate consumers about sustainable fashion practices and advocate for more conscious consumption habits.
In summary, sustainable fashion is reshaping the custom clothing sector by promoting ethical and environmentally friendly practices, reducing waste, and offering consumers the opportunity to make sustainable choices in their bespoke garments. As sustainability continues to be a driving force in the fashion industry, custom clothing brands that embrace these principles are likely to be well-positioned for the future.
Can you discuss the challenges in sourcing and retaining skilled artisans for custom tailoring?
Sourcing and retaining skilled artisans for custom tailoring can be challenging due to various factors. Custom tailoring relies heavily on craftsmanship and attention to detail, making the availability and retention of skilled artisans crucial. Here are some common challenges in this regard:
Skill Shortage: Finding skilled tailors and artisans with the required expertise can be difficult, especially in regions where traditional craftsmanship is on the decline. Skilled artisans are often in high demand, and there may not be enough individuals with the necessary skills to meet the needs of custom tailoring businesses.
Training and Apprenticeship: Training new artisans to meet the high standards of custom tailoring takes time and resources. Many skilled tailors undergo years of apprenticeship and hands-on experience to develop their craft, making it a lengthy process to groom new talent.
Competition: Skilled artisans are sought after not only by custom tailoring businesses but also by other segments of the fashion industry, such as haute couture, luxury brands, and ready-to-wear manufacturers. Therefore, the competition for talent can be fierce.
Aging Workforce: In some regions, the custom tailoring workforce is aging, and there may not be enough young artisans entering the field to replace retiring craftsmen. This generational gap can lead to a shortage of skilled artisans.
Geographic Constraints: Skilled artisans may be concentrated in specific geographic regions, making it challenging for custom tailoring businesses in other areas to access this talent pool. Relocating artisans can be logistically complex.
Retention and Compensation: Once skilled artisans are hired, retaining them can be a challenge. Offering competitive compensation, opportunities for career growth, and a supportive work environment is crucial for keeping talented artisans on board.
Changing Demands: Custom tailoring trends and customer demands may evolve over time. Tailors and artisans need to adapt to new styles, technologies, and techniques, which can be a learning curve.
Sustainability and Ethics: Some skilled artisans may prioritise ethical and sustainable practices, and they may be more inclined to work for businesses that align with their values. Meeting these expectations can be challenging for some custom tailoring operations.
Seasonal Variations: Custom tailoring businesses may experience seasonal fluctuations in demand. Balancing workload during peak and off-peak seasons while retaining skilled artisans can be a logistical challenge.
Skill Transfer and Succession Planning: Custom tailoring businesses must have effective skill transfer and succession plans in place to ensure that the knowledge and expertise of senior artisans are passed down to the next generation.
Overcoming these challenges requires a combination of proactive recruitment efforts, investment in training and development, competitive compensation packages, and a commitment to creating a positive and supportive work environment. Custom tailoring businesses that successfully address these challenges are more likely to have a skilled and dedicated team of artisans capable of delivering exceptional craftsmanship and meeting the demands of discerning customers.
How has e-commerce impacted the custom clothing sector, and what strategies do you think are effective for attracting and retaining online customers?
E-commerce has significantly impacted the custom clothing sector by expanding its reach, enabling greater accessibility, and transforming the way customers engage with bespoke fashion.
Impact of E-commerce
Wider Reach: E-commerce has opened up the custom clothing sector to a global audience. Custom clothing brands can now reach customers beyond their physical store locations, tapping into a broader market.
Convenience: Online shopping offers convenience to customers who can explore custom clothing options, make selections, and place orders from the comfort of their homes or offices, saving time and effort.
Personalisation: E-commerce platforms allow for a high degree of personalisation. Customers can customise garments, select fabrics, and input measurements online, creating a bespoke experience without visiting a physical store.
Cost Efficiency: E-commerce often reduces overhead costs associated with physical retail spaces. Custom clothing brands can offer competitive prices while maintaining high-quality craftsmanship.
Feedback and Reviews: Online platforms facilitate customer feedback and reviews. Positive reviews and testimonials can build trust and credibility, attracting more customers.
Effective Strategies for Attracting and Retaining Online Customers
User-Friendly Website: Ensure your e-commerce website is user-friendly, responsive, and easy to navigate. Provide clear product descriptions, high-quality images, and intuitive customisation options.
Virtual Try-On and Measurement Tools: Incorporate virtual try-on and measurement tools to help customers visualise how garments will look and fit. This reduces uncertainty and increases confidence in the online ordering process.
Educational Content: Offer informative content about the bespoke process, fabric choices, and style guides. Blogs, videos, and FAQs can help educate customers and build trust in your expertise.
Clear Communication: Maintain open and transparent communication with customers throughout the ordering process. Provide order status updates, estimated delivery times, and responsive customer support.
Responsive Customer Support: Offer responsive customer support through various channels, including live chat, email, and phone. Address inquiries promptly and assist customers with any customisation questions.
Reviews and Testimonials: Encourage satisfied customers to leave reviews and testimonials on your website or other review platforms. Positive feedback builds credibility and encourages others to make a purchase.
Sizing Guides: Provide detailed sizing guides and measurement instructions to help customers obtain accurate measurements for their custom garments.
Personalisation: Tailor your marketing messages and product recommendations based on customer preferences and past purchases. Personalised email marketing can help retain customers.
Return and Exchange Policies: Clearly communicate your return and exchange policies. Offering a flexible and hassle-free return process can instil confidence in online shoppers.
Sustainability and Ethics: Highlight your brand’s commitment to sustainability and ethical practices. Many consumers are increasingly interested in supporting responsible fashion brands.
Secure Payment Options: Ensure that your e-commerce platform offers secure payment options to protect customer financial information.
Social Media and Influencer Marketing: Leverage social media platforms and collaborate with fashion influencers to reach a wider audience and create buzz around your brand.
Frequent Updates: Regularly update your product offerings with new fabrics, styles, and seasonal collections to keep customers engaged and coming back.
By implementing these strategies, custom clothing brands can effectively attract and retain online customers, building a loyal customer base in the competitive world of e-commerce while maintaining the personalised and high-quality experience that defines bespoke fashion.
What do you envision as the future of formal wear, especially when there is increasing acceptance of athleisure for work wear?
The future of formal wear is undergoing a transformation in response to changing workplace cultures, evolving fashion trends, and shifting consumer preferences. Here’s a glimpse into what the future of formal wear might look like, especially in light of the increasing acceptance of athleisure for workwear:
Hybrid Styles: Expect to see the emergence of hybrid formal wear that combines the comfort and flexibility of athleisure with traditional formal elements. This might include dress pants with stretch fabrics, blazers with moisture-wicking properties, or dress shoes with athletic-inspired soles.
Casualisation of Formal: Formal wear is likely to become more casual in general. Suits and dress codes may relax, with more emphasis on mix-and-match separates. Tailoring will adapt to accommodate more relaxed fits and styles.
Tech-Infused Fabrics: Formal wear may incorporate smart textiles and fabrics with integrated technology. This could include clothing that monitors vital signs, regulates temperature, or interfaces with wearable devices.
Sustainability: Sustainability will continue to play a significant role in the future of formal wear. Expect to see more eco-friendly materials, ethical production practices, and a focus on long-lasting garments to reduce fashion waste.
Customisation: Custom formal wear will remain a popular choice, allowing individuals to tailor their clothing to their unique preferences. This personalisation might extend to the inclusion of embedded tech gadgets or personalised fabric choices.
Versatility: Versatile formal wear that can transition seamlessly from day to night or from the office to social events will gain popularity. Multi-functional pieces will be highly sought after.
Inclusivity: The future of formal wear will prioritise inclusivity in terms of sizing, styles, and gender-neutral options. Brands will cater to a diverse range of body shapes, genders, and identities.
Virtual and Augmented Reality Fittings: Virtual and augmented reality tools will become more common for fittings and customisation. Customers can visualise their formal wear before ordering.
Emphasis on Comfort: Comfort will continue to be a priority. Expect to see more relaxed silhouettes, breathable materials, and clothing designed for ease of movement.
Minimalist Aesthetics: Clean, minimalist designs will remain timeless in the world of formal wear. Customers will seek out elegant, understated pieces that can be dressed up or down.
Cultural Influence: Global influences will shape formal wear, with designs inspired by various cultures and regions. Traditional and ethnic elements may be incorporated into modern formal clothing.
Digital Shopping Experiences: E-commerce and virtual shopping experiences will become increasingly sophisticated, allowing customers to customise and order formal wear online with confidence.
Redefining Occasions: Formal wear might no longer be limited to traditional occasions like weddings and galas. People may embrace formal attire for unique and individualistic expressions of style.
While athleisure has gained acceptance in workwear, formal wear is not disappearing. Instead, it is evolving to meet the demands of modern consumers who value comfort, individuality, sustainability, and flexibility in their clothing choices. The future of formal wear will likely strike a balance between tradition and innovation to cater to a changing fashion landscape.
How can custom clothing brands strike a balance between offering individualised products and maintaining efficient production processes?
Striking a balance between offering individualised products and maintaining efficient production processes is a key challenge for custom clothing brands. While personalisation is a core aspect of bespoke fashion, efficiency is necessary to ensure profitability and meet customer expectations for timely delivery. Some strategies to achieve this balance are:
Streamlined Customisation Options: Offer a curated selection of customisation options that provide customers with meaningful choices without overwhelming them. Focus on elements that have the most impact on the overall design, such as fabric, style, and fit.
Standardised Processes: Develop standardised processes for certain aspects of production that do not affect personalisation. For example, establish efficient cutting and stitching methods that can be applied to various custom designs.
Digital Design Tools: Invest in digital design tools and configurators that allow customers to visualise and select customisation options. These tools can guide customers through the design process and ensure accuracy.
Pre-Selected Options: Offer pre-selected combinations of customisation options or curated collections for customers who prefer quicker decision-making. These collections can align with popular styles or seasonal trends.
Effective Communication: Maintain clear and open communication with customers to understand their customisation preferences and requirements. Effective communication helps avoid misunderstandings and costly revisions.
Efficient Pattern Making: Implement efficient pattern making processes that can be adapted to different measurements and designs. Digital pattern making software can aid in this regard.
Multi-Skilled Artisans: Train artisans to be proficient in a range of customisation techniques, enabling them to handle a variety of personalised requests efficiently.
Materials Inventory Management: Keep a well-organised inventory of materials, fabrics, and trims to ensure quick access to the necessary components for custom orders. Inventory management software can help optimise this process.
Flexible Production Scheduling: Maintain a flexible production schedule that can accommodate both standard and custom orders. Allocate specific time slots or production lines for custom work to prevent delays.
Quality Control: Implement a robust quality control process to catch errors early in the production process. This prevents the need for extensive rework and ensures a high-quality end product.
Training and Skill Development: Continuously invest in training and skill development for your team to enhance efficiency and expertise in handling customisation requests.
Automated Workflows: Automate repetitive tasks and administrative processes, such as order tracking and invoicing, to free up staff time for more value-added activities.
Feedback Loop: Encourage customer feedback and post-purchase surveys to identify areas where production efficiency can be improved without compromising customisation.
Technology Integration: Integrate technology such as 3D body scanning and virtual try-on to improve measurement accuracy and visualisation, reducing the need for extensive fitting adjustments.
By implementing these strategies, custom clothing brands can strike a balance between individualised products and efficient production processes. It is essential to find a middle ground that allows for personalisation while optimising operations to meet customer demands in a timely and cost-effective manner.
Can you provide an overview of the founding story of Armour Bespoke and what inspired you to start the company?
I want to share a transformative journey with you—a journey that took me from the world of banking to the realm of bespoke fashion design. In my previous career as a banker, I noticed that most professionals, including my fellow bankers, primarily wore ready-to-wear clothing. It became increasingly evident to me that these mass-produced garments could not capture the essence of individuality. Clothing is not just fabric; it is a canvas for self-expression, a way to tell the world who you are.
Unsatisfied with the one-size-fits-all approach, I left banking to specialise in bespoke menswear. Bespoke is not just about measurements; it is about understanding the individual—their personality, lifestyle, and aspirations—and incorporating these elements into the clothing they wear.
I saw a gap in the market. Although many companies claimed to offer bespoke services in India, few genuinely provided that personal touch, especially in cities beyond Delhi and Mumbai. This led many Indian consumers to seek luxury formal wear abroad in cities like London, Milan, and Hong Kong.
This prompted me to question: why should Indians have to travel overseas for quality, custom-made clothing? Why could not India produce the skilled artisans and resources to cater to its own consumer base?
My vision was to bring the craftsmanship and quality of Savile Row—the epitome of bespoke tailoring—to India. I wanted to offer a platform where people could express their individuality without compromising on quality.
The journey has not been straightforward. It involves redefining the meaning of ‘bespoke’ in the Indian context, fostering a culture of transparency, and educating clients about the materials and craftsmanship involved in making their garments. It is not just a career change for me; it is a calling.
I aim to create a space where trust and authenticity are paramount, restoring the true significance of ‘bespoke’. Though it is a challenging task, it is one I passionately embrace.
As I strive to bring the allure of Savile Row to India, I invite you to join me on this adventure. Let’s redefine menswear, celebrate individuality, and tell our unique stories through the garments we wear. Each stitch is a chapter in our narrative, and it deserves to be crafted with care, skill, and a touch of our unique essence.
What sets Armour Bespoke apart from other clothing brands, especially in the realm of custom-made clothing?
In a constantly evolving fashion landscape, Armour Bespoke distinguishes itself through several unique attributes that elevate the customer experience.
Personalisation as a Core Principle - Rather than churning out mass-produced items, we focus on delivering personalised experiences. Our consultations explore our clients’ lifestyles, preferences, and aspirations, allowing us to create garments that not only fit impeccably but also resonate with their unique personalities.
Craftsmanship with Integrity - We place significant emphasis on the art of craftsmanship. Every stitch, cut, and detail is executed by artisans who appreciate the importance of manifesting individuality through fabric. Our commitment to quality ensures that our pieces are not only visually appealing but also enduring.
A Transparent and Collaborative Approach - We involve our clients in each step of the garment-making process. From selecting fabrics to fittings, transparency is maintained, fostering trust and collaboration. This method makes the customer an essential part of the creation, rendering their experience unique.
Distinctive Design Language - Our designs are more than mere trends; they are individual statements. Elements like personalised linings or intricate detailing reflect our clients’ personal interests or stories, turning each garment into a wearable narrative.
Elevating the Retail Experience - We believe shopping should be an enriching experience rather than a mere transaction. Our studio offers a welcoming space for clients to explore fabrics and share their preferences, making each visit memorable and meaningful.
Redefining ‘Bespoke’ - In a market where the term ‘bespoke’ is often diluted, we offer an authentic bespoke experience. We extend beyond mere measurements to encapsulate the essence of each individual. By educating our clients about the craftsmanship involved, we empower them to value truly bespoke garments.
Building a Community - Armour Bespoke is not merely a clothing brand; it is a community celebrating individuality. Through events, workshops, and collaborations, we foster a sense of belonging that extends beyond garments, enhancing customer experience and establishing lasting relationships.
In summary, Armour Bespoke stands apart through its commitment to personalisation, craftsmanship, transparency, and community-building. Our aim is not just to sell clothes but to craft an experience that speaks to our clients’ hearts, empowering them to express their individuality through their attire.
How do you ensure the quality and craftsmanship of the garments produced by Armour Bespoke?
Maintaining quality and craftsmanship is crucial for our bespoke menswear brand, as it sets us apart from mass-produced clothing and ensures customer satisfaction. We take immense pride in our commitment to quality and craftsmanship. Our mission is to provide not just clothing, but a sartorial experience that reflects individuality and style. We do the following to maintain the highest standards of quality and craftsmanship:
Skilled Artisans: Behind every garment we create is a team of highly skilled artisans who have honed their craft over years of dedication. From master tailors to experienced patternmakers, our artisans are experts in their respective fields. They bring their passion and expertise to every piece they create.
Fine Materials: We select only the finest materials for our garments. Whether it is the luxurious fabric for a suit or the supple leather for a jacket, we source materials from reputable suppliers known for their quality. We believe that exceptional craftsmanship deserves exceptional materials.
Attention to Detail: Craftsmanship is all about the details. Every stitch, button, and seam is meticulously executed to ensure the perfect fit, comfort, and durability of our garment. Our artisans pay close attention to even the smallest elements to ensure a flawless finish.
Bespoke Tailoring: One size does not fit all, and that is why we offer a bespoke tailoring service. Our garment is made exclusively for each individual, taking into account our unique measurements, style preferences, and specific requirements.
Time-Honoured Techniques: We embrace traditional techniques that have stood the test of time. These methods, passed down through generations, ensure that our garments not only look exquisite but also stand up to the rigours of daily wear.
Quality Control: Our commitment to quality does not stop at the sewing table. Each garment undergoes rigorous quality control checks to ensure it meets our exacting standards. We believe in delivering nothing less than perfection to our clients.
Client-Centric Approach: Our satisfaction is our top priority. We engage in a collaborative process, from the initial consultation to the final fitting, to ensure that the end product aligns with clients’ vision and expectations.
Timeless Style: We focus on creating timeless, classic pieces that transcend trends and can be enjoyed for years to come. Our garments are investments in style and quality, designed to age gracefully.
What does the bespoke journey entail for a first-time customer?
Explaining the bespoke journey for a first-time customer in a clear and engaging manner is crucial for setting expectations and building excitement. This is how we do it.
Step 1: Personal Consultation - Our bespoke journey begins with a personal consultation. Client meets our experienced tailor or style consultant to discuss their clothing needs and style preferences. This is where we get to know the client and understand their unique vision.
Step 2: Fabric Selection - The client gets to choose from a curated selection of premium fabrics. We guide him in selecting the perfect material, colour, and pattern that aligns with his style and intended use of the garment.
Step 3: Precise Measurements - Our tailor takes meticulous measurements to create a pattern tailored specifically to his body shape. This ensures a comfortable and impeccable fit that is uniquely his.
Step 4: Design Customisation - Select lapel styles, pocket types, buttons, linings, and other details to make the garment uniquely for the client.
Step 5: Skilled Craftsmanship - Our skilled artisans and tailors take over, handcrafting garment with precision and care. Every detail, from cutting to stitching, is executed to perfection.
Step 6: Quality Assurance - We have stringent quality control checks at every stage to ensure that the garment meets our exacting standards. Quality is our promise to our clients.
Step 7: Fittings and Adjustments - We have one or more fittings to fine-tune the fit. Adjustments may include sleeve length, shoulder width, and waist measurements, all to ensure a flawless fit.
Step 8: Final Fitting - Return for a final fitting to see our bespoke masterpiece come to life. It is an exciting moment as the client experiences a perfect fit tailored exclusively.
Step 9: Delivery - The bespoke garment is ready! It is delivered with care, ready to be worn and admired.
Step 10: Aftercare and Ongoing Relationship - We provide guidance on how to care for the bespoke piece to ensure it stands the test of time. Bespoke journey does not end here; it is the start of an ongoing relationship. Return for alterations, new creations, or style consultations as needs evolve.
Bespoke journey is a collaborative, personalised experience, where style and preferences are at the heart of every step. It is a testament to the craftsmanship and dedication that sets us apart in the world of menswear.
How do you ensure that the garments cater to the individual lifestyles and preferences of different customers?
Ensuring that our bespoke garments cater to the individual lifestyles and preferences of different customers is a key aspect of providing a truly personalised and satisfying experience. Here are some strategies we use to achieve this:
Detailed Consultations: Begin the bespoke journey with in-depth consultations. Take the time to understand each customer’s lifestyle, occupation, and personal style. Ask about their typical clothing needs, whether it is business attire, formal wear, casual wear, or special occasions.
Fabric Selection: Offer a wide range of fabric options that cater to various needs. For example, provide breathable fabrics suitable for warm climates, heavier materials for colder seasons, and performance fabrics for active individuals. Explain the characteristics of each fabric to help customers make informed choices.
Style Customisation: Allow customers to customise the style of their garments to match their preferences. This includes choices for lapel styles, cuff designs, pocket types, and more. Encourage them to bring inspiration images or describe their ideal look.
Fit Preferences: Understand that different individuals may have unique fit preferences. Some may prefer a slim fit, while others may opt for a looser, relaxed fit. Pay close attention to fit during fittings and make adjustments accordingly.
Functional Details: Consider the practical aspects of each garment. For example, if a customer needs a suit for business travel, discuss features like wrinkle-resistant fabrics or hidden pockets for passports and travel documents.
Special Occasion Garments: For formal events, weddings, or other special occasions, discuss the specific requirements and dress codes. Ensure that the garment is not only stylish but also appropriate for the occasion.
Durability and Maintenance: Provide guidance on how to care for the garment based on the customer’s lifestyle. Explain the cleaning and maintenance requirements of different fabrics and designs to help customers make informed decisions.
Versatility: Suggest versatile pieces that can be dressed up or down to accommodate various settings and events. A well-constructed blazer, for example, can be worn with both dress pants and jeans.
Seasonal Considerations: Discuss seasonal needs and preferences. Offer lightweight options for summer and heavier fabrics for winter. Keep customers informed about seasonal collections and trends.
Feedback and Adaptation: Encourage open communication throughout the process. Seek feedback from customers during fittings and make necessary adjustments to ensure the final garment aligns with their lifestyle and preferences.
Record Keeping: Maintain detailed records of each customer’s preferences, measurements, and past orders. This helps provide a more personalised experience for repeat customers.
Ongoing Relationship: Continue to engage with customers beyond the initial purchase. Send updates on new collections, offer alteration services, and provide styling tips to keep them engaged and satisfied.
How do you maintain a balance between contemporary and traditional bespoke tailoring in your designs?
Maintaining a balance between contemporary and traditional bespoke tailoring in our designs is a thoughtful approach that allows us to appeal to a broad range of customers while preserving the craftsmanship and heritage associated with bespoke tailoring. We strive to achieve this balance by:
Diverse Range of Styles: Provide a collection that includes both classic, timeless designs and modern, fashion-forward options. This allows customers to choose based on their personal style and preferences.
Classic Silhouettes with Modern Details: Start with traditional, well-established silhouettes as a foundation. Then, incorporate modern elements such as unique stitching patterns, unconventional pocket styles, or innovative fabric combinations to add contemporary flair.
Fabric Selection: Use a mix of traditional, high-quality fabrics like wool and silk, as well as innovative textiles like technical fabrics or sustainable materials. This combination caters to both traditionalists and those seeking more progressive options.
Customisation Options: Offer a range of customisation options that allow customers to personalise their garments. Classic customers might opt for traditional lapels and buttons, while contemporary customers might choose unique lining patterns or bold colour contrasts.
Tailoring Techniques: Blend traditional tailoring techniques with modern construction methods. This could involve using traditional hand-stitched details alongside machine-sewn elements for efficiency.
Seasonal Collections: Introduce seasonal collections that align with current fashion trends while ensuring that the core of our offerings remains rooted in timeless styles. This way, customers can stay up-to-date without compromising on the classic look.
Customer Consultations: During consultations, carefully assess each customer’s style preferences. Some may lean more toward traditional, while others may want a more contemporary edge. Tailor the design accordingly.
Fashion Collaborations: Collaborate with contemporary designers or artists for limited-edition collections. This can infuse fresh and innovative ideas into the brand while maintaining the core bespoke principles.
Staff Expertise: Ensure that the team of tailors and consultants are well-versed in both traditional and modern tailoring techniques. They should be able to guide customers effectively based on their preferences.
Educating Customers: Educate customers about the distinctions between traditional and contemporary tailoring. Provide insights into the history and craftsmanship of bespoke tailoring, helping them appreciate the artistry behind the garments.
Feedback Loop: Encourage customer feedback and reviews to understand which aspects of our designs resonate with them. Use this input to fine-tune our collections and strike the right balance.
Timeless Core Collection: Maintain a core collection of timeless garments that consistently represents our brand’s traditional bespoke craftsmanship. This ensures we always have a solid foundation.
By combining these approaches, we create a brand identity that seamlessly blends the best of both worlds—traditional bespoke tailoring and contemporary design. This balance not only caters to a diverse customer base but also keeps our brand relevant and dynamic in the ever-evolving world of fashion.
What makes your fabric collection ‘a fabric heaven’? Could you share more about the exclusive fabrics that are featured in your collection?
We make our fabric collection a fabric heaven by curating a selection that is diverse, high-quality, and tailored to the unique needs and preferences of our customers. We consider the following so that our collection stands out:
Diversity of Materials: We offer a wide range of materials, from traditional wool and silk to innovative and luxurious options like cashmere, alpaca, vicuña, and bamboo. This diversity ensures that customers can find fabrics suitable for various occasions and climates.
Quality Assurance: We partner with reputable fabric suppliers known for their quality and craftsmanship. WE also ensure that every fabric in our collection meets strict quality standards to uphold our brand’s reputation.
Unique Textures and Patterns: We include fabrics with unique textures and patterns, such as herringbone, pinstripes, checks, and jacquards. These options cater to customers seeking distinctive and stylish looks.
Colour Variety: We offer a broad spectrum of colours, ranging from classic neutrals to bold and vibrant hues. We also ensure that we have options for different seasons and occasions.
Customisation Capabilities: We allow customers to customise their garments by choosing from a wide selection of lining colours and patterns. This adds a personalised touch to their bespoke experience.
Sustainable Fabrics: We incorporate sustainable and eco-friendly fabric options, such as organic cotton, recycled materials, and ethically sourced fibres. This appeals to environmentally conscious customers.
Performance Fabrics: We include performance fabrics with features like moisture-wicking, stain resistance, and wrinkle resistance. These fabrics cater to customers with active lifestyles or specific functional needs.
Limited-Edition Collections: We introduce limited-edition fabric collections featuring exclusive or rare materials. We highlight the uniqueness and rarity of these fabrics to create excitement among customers.
Collaborations: We collaborate with textile designers or artists to create exclusive fabric patterns or prints that can be incorporated into our collection. This adds an artistic and creative dimension to our fabrics.
Transparency and Education: We provide detailed information about each fabric’s origin, composition, and characteristics. We educate customers about the benefits and care requirements of different materials to help them make informed choices.
Seasonal Updates: We regularly refresh fabric collection to align with seasonal trends and customer demands. We introduce new materials and retire outdated ones to keep our collection dynamic.
Tailoring Expertise: We train staff in fabric knowledge and textile characteristics so they can assist customers in selecting the most suitable fabrics for their bespoke garments.
Sample Swatches: We offer sample swatches to customers, allowing them to touch and feel the fabrics before making a decision. This tactile experience enhances the bespoke journey.
By implementing these strategies and offering a well-curated fabric collection, we create a ‘fabric heaven’ that not only meets the diverse needs of our customers but also adds a touch of exclusivity and luxury to our brand’s offerings.
How do you source such a wide variety of exclusive and rare fabrics, and what is the process involved in this?
Sourcing a wide variety of exclusive and rare fabrics for our bespoke menswear brand involves a combination of strategic partnerships, careful selection, and an understanding of the textile industry. Here’s what we do to acquire these fabrics:
Establish Relationships with Trusted Suppliers: We build strong relationships with fabric suppliers known for their quality and exclusivity. We also attend industry events, trade shows, and textile exhibitions to network with potential partners.
Research and Identify Exclusive Suppliers: We conduct thorough research to identify fabric suppliers known for carrying exclusive or rare materials. We look for those with a reputation for making unique textiles.
Collaborate with Specialised Mills: We partner with specialised textile mills or weavers that produce rare or unique fabrics. These mills often have access to materials that are not readily available through mass-market channels.
Visit Fabric Manufacturers and Mills: We visit fabric manufacturers and mills in person whenever possible. This allows us to inspect the quality, variety, and exclusivity of their offerings firsthand.
Attend Fabric Shows and Exhibitions: We attend international fabric shows and exhibitions where we can discover new and innovative materials. These events often showcase rare and exclusive fabrics from around the world.
Engage with Artisans and Craftsmen: We connect with artisans and craftsmen who specialise in creating unique and handcrafted textiles. These individuals often have access to one-of-a-kind materials.
Establish Exclusive Contracts: We negotiate exclusive contracts or agreements with suppliers or mills to ensure that we have access to limited-edition or custom-developed fabrics.
Monitor Trends and Fashion Forecasting: We stay up-to-date with industry trends and fashion forecasting to anticipate the demand for specific fabrics. This helps us in being ready to source materials that align with upcoming trends.
Leverage Network: We tap into network of industry professionals, fashion designers, and textile experts who may have leads on rare and exclusive fabric sources.
Consider Sustainable and Ethical Sourcing: We pay attention to sustainability and ethical considerations in our fabric sourcing. This is because customers are increasingly interested in fabrics that are environmentally friendly and ethically produced.
Sample and Test Fabrics: Before adding a fabric to our collection, we order samples and conduct tests to assess quality, durability, and suitability for bespoke tailoring.
Educate our Team: We ensure that our team is well-informed about the sourcing process and the unique qualities of the fabrics in our collection. This knowledge enables them to assist customers effectively.
Showcase our Exclusive Fabrics: We highlight the exclusivity and rarity of our fabrics in our marketing materials and during customer consultations. This adds value to our bespoke offerings.
Stay Committed to Quality: We maintain a strict quality control process to ensure that the exclusive fabrics we source meet our brand’s high standards.
Sourcing exclusive and rare fabrics requires ongoing effort and a commitment to delivering unique and high-quality materials to our customers. By following this process and continuously seeking out new and exceptional textiles, we can create a fabric collection that sets our brand apart in the world of bespoke menswear.
Can you talk about the sustainable choices available to customers when it comes to fabric selection?
Offering sustainable fabric choices to our customers is not only a responsible business practice but also aligns with the growing demand for eco-friendly and ethical fashion. Some sustainable fabric options we can offer to our customers during the fabric selection process include organic cotton, hemp, linen, Tencel (lyocell), recycled fabrics, bamboo, wool, vegan leather alternatives, upcycled or vintage fabrics, and sustainable fabric blends.
During the fabric selection process, we also educate our customers about the environmental and ethical benefits of sustainable fabric choices like GOTS (Global Organic Textile Standard), OEKO-TEX Standard 100, or Fair Trade certifications. By offering these options, we empower our customers to make eco-conscious decisions and contribute to a more sustainable fashion industry.
Can you tell us more Bemberg lining and why you chose to incorporate it into your garments?
Bemberg lining, also known as cupro lining, is a luxurious and eco-friendly lining material that is often chosen for its exceptional qualities. It is made from a regenerated cellulose fibre called cupro. Cupro is derived from cotton linter, a byproduct of the cotton industry, and is processed into a fine, silky fibre. Bemberg is known for its smooth and breathable texture, making it an excellent choice for lining garments.
Why Choose Bemberg Lining
Luxurious Feel: Bemberg lining is renowned for its silky and luxurious texture, which enhances the overall comfort and feel of a garment. It adds a touch of sophistication and elegance to the interior.
Breathability: Bemberg lining is highly breathable, allowing air circulation within the garment. This helps regulate body temperature and keeps the wearer comfortable, especially in warmer climates.
Moisture Absorption: Cupro fibres have excellent moisture-absorbing properties, helping to wick away moisture from the body. This feature is particularly beneficial in suits and outerwear.
Anti-Static: Bemberg lining is naturally anti-static, reducing the likelihood of static cling and ensuring that clothing drapes smoothly over the body.
Sustainability: Cupro is considered an eco-friendly choice for lining materials. It is derived from a renewable resource (cotton linter), and the production process is more environmentally friendly compared to some synthetic alternatives.
Biodegradability: Bemberg lining is biodegradable, meaning it breaks down naturally over time, reducing its impact on landfill waste.
Dyeability: Cupro takes dye exceptionally well, allowing for a wide range of colour options to complement the outer fabric of the garment.
Durability: Bemberg lining is known for its durability and resistance to wear and tear, ensuring that it can withstand the rigors of daily use.
Why Incorporate Bemberg Lining into our Garments
Enhanced Comfort: Bemberg lining enhances the overall comfort of our bespoke garments, contributing to a superior wearing experience for our customers.
Quality and Craftsmanship: It reflects our commitment to quality and craftsmanship, as it is often chosen for its premium characteristics.
Sustainability: By using Bemberg lining, we demonstrate our brand’s dedication to sustainability and eco-conscious fashion choices.
Luxury Appeal: The luxurious feel of Bemberg lining adds a sense of opulence to our garments, appealing to customers seeking refined and high-quality clothing.
Versatility: Bemberg lining is suitable for a wide range of garments, from suits to outerwear, making it a versatile choice for our bespoke collections.
Thus, incorporating Bemberg lining into our bespoke menswear garments can be seen as a reflection of our brand’s commitment to quality, comfort, and sustainability, further enhancing the overall value and appeal of our offerings.
What is your vision for the future of Armour Bespoke? Are there any exciting developments or upcoming projects you would like to share?
Our vision for Armour Bespoke is to redefine how bespoke clothing is experienced. We are thrilled to unveil our upcoming online bespoke service, initially focusing on custom-made shirts. This digital extension will make bespoke tailoring more accessible and convenient for our clientele.
In the near term, we intend to extend our footprint to one or two key metropolitan areas in India. These urban hubs will serve as operational centres, enabling us to cater to a larger and more diverse customer base that appreciates personalised, high-quality attire.
For the long term, we harbour ambitious plans to venture into international markets. We are in the process of brainstorming and strategising to determine the most effective approach for successful international expansion. Our ultimate goal is to introduce Armour Bespoke’s meticulous craftsmanship and elegance to a global audience, allowing more people to experience the epitome of bespoke clothing.
We are confident that merging the convenience of online services with our unwavering commitment to quality will position Armour Bespoke for continued success, both in India and globally. We look forward to sharing more exciting updates as our plans continue to unfold.
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