Focus on Bespoke Clothing
What does bespoke mean? Q
There are many buzzwords floating around when it comes to bespoke clothing. Three industry experts explain what bespoke means to them.
What are the differences between stock, customised and bespoke garments?
Mark Zeegan, director, Continental Clothing: At Continental we have been designing, manufacturing and distributing clothing to the garment industry since 1988. We consider stock to be off the shelf product we have carefully curated for each season which we distribute every day from our warehouse.
For customisation, our customers select from our huge sustainable blank stock range of products and add their own unique customisation to each garment. This may involve print, embroidery or custom labels using our extensive network of resellers. With bespoke, we completely tailor the garment specification to the clients requirements. Everything from design, fabrics, labelling and sustainability factors are considered when we work with our bespoke customers.
Lucy Woodward, marketing and development manager, Disley: Readily available stock product provides a tried and tested uniform solution that is easily and quickly replenished.
Customisation enables companies to personalise these stock products to provide a look that is unique to them. Bespoke uniform allows businesses to create a working wardrobe entirely from scratch, fully representing their brand colours, values and personality. Bespoke production comes with its complexities of minimum order quantities, lead times and implications for future stock replenishment.
Pete Randall, owner, Original FNB: For me stock are products that are used without alteration apart from some form of decoration. Customised products are stock products that have
| 60 | November 2021
been altered to make them appear bespoke by changing or adding details. Instances could be adding a hem or pocket tab; changing the cords in a hoodie; or adding a sewn badge or pocket etc. Bespoke garments are created completely from scratch either using a tech pack or based on a stock product (or number of stock products) but with alterations to the pattern, fi t, detailing, fabrics, etc.
Q this is?
MZ: We believe the bespoke side of the industry is growing and will continue to become bigger in the future. Being one of the most transparent suppliers on sustainability, we provide a look into every part of the supply chain from the harvesting of organic cotton right up to the factory workers who produce your collection. With so many new clothing lines launching, we hope to work with many more emerging brands who want to
Do you think this side of the industry is growing? If so, why do you think
produce ethical clothing which is kind to environment.
LW: Demand for customisation continues to grow, being able to tailor products to an individual brand while avoiding the high minimum order quantities and long lead times of fully bespoke production is extremely attractive. Stock product already caters for a wide size range, offers a variety of fi ts and styles to suit diverse wearers, styles and fabrics are already tried and tested. Adding a personal twist to these styles – like contrast trim to the front and cuffs of a shirt or blouse or changing the colours of the buttons, makes those styles unique to the wearers without the hassle of fully bespoke production.
PR: I believe there’s more demand from retail brands to differentiate themselves from their competitors, so making a product that isn’t comparable to a stock product is becoming a must. By adding value by either customisation or bespoke, (if they can afford the MOQs bespoke involves), means any brand can set their price point accordingly without fear of their customers saying that it’s just another version of a stock garment by another brand, but a different price point.
www.printwearandpromotion.co.uk
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