Artisan tailoring opens up to e-commerce
Following the strong impact of the health emergency, the online clothing sector has become a significant component of the Italians’ shopping basket, bringing many new digital users closer to e-commerce and positively impacting the purchase frequency of existing web shoppers.
Online fashion, one of the most mature e-commerce sectors in Italy, has achieved excellent results, mainly due to two factors: price and service.
What do online shoppers buy?
The growth of clothing e-commerce in our country is mainly attributable to three categories of purchases:
purchases of mass market products, i.e. clothing and accessories for the everyday consumer;
“luxury” purchases of fashion and high fashion products;
purchases of sports clothing and accessories.
For the discerning clientele, in addition to these categories, online bespoke tailoring has recently been making a strong showing.
How is it possible to get a custom suit made online?
Getting a tailor-made, bespoke suit made online might seem like an impossible feat and hard to imagine. In fact, when it comes to tailor-made dress each of us imagine a seamstress ready to take measures of our body, armed with tape measure and notebook to take notes and sketch the design of our dress. However, even in Italy, more and more clothing e-commerce offer the opportunity to buy online tailored suits, with the advantage of being able to get a head, treated in detail, in the wake of tradition and the great Italian tailoring school, sitting comfortably at home.
The ways you interact with your customers can be different; each company uses its own system. First of all, a company must equip itself with a platform, on its own website, suitable and also aimed at the online sale of a tailor-made dress of the customer, where purchases are facilitated by detailed and complete instructions.
It starts from the proposal of a wide range of models already present in the catalog of the tailor’s site (purchase, obviously less complex), until the complete customization, with model proposed by the customer. Then, with the assistance of the tutorial, we move on to the choice of the most suitable fabric for the realization of a precise model and, finally, the choice of buttons and other finishing articles. The measurements (traditional or 3D technology) of the customer’s body, in every part and with particular attention to posture, will make the head a second skin, eliminating any small aesthetic defect that may arise. Someone with a tape measure who is willing to help take the measurements correctly will make it easier.
Once the desired garment is defined, the company will send a quote and assist, with a tutorial (conversational apps that answer customers’ questions when they try on or choose a garment or email), every step of the packaging process, up to and including shipping the garment.
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