Fashion does not revolve only around designer and ready to wear. Fortunately in India

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there is still the third segment which is very important and could turn popular that fashion graduates tend to overlook. It is custom tailoring, which is a very profitable and almost virgin business territory.

Decades ago the friendly corner darzi was the only ‘designer’ who dressed the men and women in the country. Today a trained designer with styling, cutting and finishing knowledge makes a more reliable option for many who cannot fit into the clothes off-the-rack. Custom tailoring with the required designer touch is the perfect combination and some graduates from reputed design institutes have realised the positive aspects of this segment and specialised in it.

The plus points are the opportunity to create garments for a wide variety of customers in shapes, sizes and personalities which could challenge the designer’s creativity. Besides that the garments will belong to a captive customer who has ordered them to be specially made according to her size.

Fame and name in this segment spreads fast as word of mouth publicity will give the designers’ creativity, punctuality, finish and style the necessary publicity. On all fronts it is a win-win situation as the business could work very well as a cottage home grown one with no labour hassles and work hours could be flexible to suit the designers’ needs. What would be needed is a machine and the skill to cut and sew correctly or the designer could have a tailor to assist. Therefore the overall investment is quite minimal.

In addition to custom tailoring the designers can add their styling and image building skills which will help the client to dress in clothes that will suit her figure.

On the minus side the only problem could be getting that first customer which could take a while; till one comes along who will trust a newcomer’s creativity. If the designer is not an adapt cutter and seamstress maybe trained staff would be required which could add to the cost. Custom tailoring in the west is a rarity and commands a high price. In India too with the ready-to-wear boom giving limitless options to customers; very often custom made garments are only available in the bridal wear segment. But with trained designers getting into the business there is an interesting and lucrative avenue which can be tapped.

In the casual and semi formal groups those who are not a perfect Ten have a problem getting stylish garments; so custom tailoring has become one of the popular options for designers who have found it very lucrative with orders pouring in for men, women and children’s wear.

Meher Castelino is a fashion consultant