Two themes have influenced the market for the last 2.5 years: changing consumer tastes (due to change in travel, work style, etc) and supply chain logistics (partly due to continued regional COVID-related delays).
Post–pandemic consumers want more versatility and comfort in their wardrobe, and they are willing to purchase more online.
Most brands have tried, with varying success, to sell online, expand their product offering, and increase their social media marketing.
The top three priorities for MTM brands:
- Increase brand awareness
- Increase sales (across channels and markets, plus maximize repeat sales)
- Streamline operations (simplify order entry/tracking/alteration/etc).
Many brands also want to evolve from an “owner-focused” operation.
The owner in the “one-person” MTM business does everything, while some owners in bigger operations (multiple stores, sales team) are stuck reviewing/entering all orders before submitting to manufacturers.
Brands like J.Hilburn (automated cross-sell, upsell, prospecting), Knot Standard (automated sales funnels), and Sumissura (personalized wardrobing) have prioritized front- and back-end strategies to support rapid growth.
MTM/Bespoke brands that use sales automation
There is a correlation between top-performing brands and the use of sales automation. Brands like J.Hilburn, Proper Cloth, Knot Standard, and Munro all use various forms of sales automation.
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Thanks for reading!
I believe that running a made-to-measure business should be easier, more profitable and more scalable.
I hope you got better market insight from this chapter.
Visit “The Custom Times” blog for more custom clothing market articles and analysis.
Thank you,
Tyrone Whittle
