The New Age of Men’s Tailoring: From Bespoke to Hybrid Models

Vivek Mehta

CEO and Managing Director,

TextilesBazaar.com

Part 1 of the Series: The Evolving World of Men’s Tailored Wear

The global men’s tailoring industry is at an inflection point. What was once a clearly defined hierarchy, bespoke at the top, ready-to-wear at scale, is now giving way to a more fluid, technology-enabled structure. Today, tailoring is no longer about choosing between tradition and efficiency; it is about integrating both. This evolution has led to the emergence of hybrid tailoring models that balance craftsmanship, customisation, speed, and consistency.

For manufacturers, brands, and retailers alike, this transition represents not merely a trend but a structural shift in how tailored menswear is conceived, produced, and delivered. For India in particular, it opens new opportunities to move up the global value chain and redefine its role beyond conventional manufacturing.

From Bespoke to Ready-to-Wear: The Foundations of Modern Tailoring

Traditionally, men’s tailoring has been defined by three distinct formats.

Bespoke tailoring represents the purest expression of craftsmanship. Each garment is created from a unique paper pattern drafted specifically for an individual client, refined through multiple fittings and extensive handwork. While bespoke offers unparalleled fit and exclusivity, it is inherently time-intensive, expensive, and difficult to scale.

Made-to-measure (MTM) emerged as a bridge between bespoke and industrial production. Instead of creating patterns from scratch, MTM adapts base patterns using customer measurements and fit preferences. This significantly reduces lead time and cost while retaining a level of personalisation. Over the last two decades, MTM has become the commercial backbone of many international tailoring businesses.

Ready-to-wear (RTW), on the other hand, relies on standardised sizing and efficient production systems. Historically associated with compromised fit, RTW has evolved considerably through better pattern engineering, improved fabrics, and more sophisticated sizing logic. Premium RTW today offers consistency, accessibility, and strong value, making it a powerful category in its own right.

While these distinctions still exist conceptually, in practice they increasingly overlap, giving rise to new hybrid approaches.

The Rise of Hybrid Tailoring Models

Modern consumers no longer fit neatly into predefined categories. They seek garments that offer the elegance and personalisation associated with bespoke, the reliability of MTM, and the convenience of ready-to-wear. This shift has accelerated the adoption of hybrid tailoring models across global markets. Hybrid tailoring blends standardised base patterns with modular customisation, supported by digital measurement tools, structured production processes, and selective artisanal finishing. The objective is to deliver personalisation at scale without compromising consistency or lead times.

This model has gained strong acceptance in Europe, the UK, and parts of Asia, where brands are increasingly restructuring their operations around semi-custom or made-to-order systems. Hybrid tailoring allows companies to manage costs effectively while responding to the modern consumer’s demand for individuality and speed.

Evolving Consumer Expectations

The transformation of tailoring is closely tied to changing consumer behaviour. Three expectations now dominate decision-making.

Speed has become non-negotiable. Waiting several months for a tailored garment is no longer realistic for most customers. Lead times of two to four weeks are increasingly viewed as the acceptable norm, even for customised products.

Consistency is equally critical. Once a customer approves a fit, future orders must replicate the same outcome with minimal variation. What was once accepted as “handmade variation” is today perceived as inconsistency.

At the same time, personalisation is expected to be effortless. Customers want garments adapted to their body type, posture, and preferences without lengthy fittings or complex processes. Convenience, accuracy, and reliability now define premium service.

Technology as an Enabler, Not a Replacement

Technology has become central to enabling this new tailoring ecosystem. Digital body measurement tools, mobile-based input systems, and scanning technologies have simplified data capture. Pattern-making software and algorithm-based adjustments allow accurate conversion of measurements into repeatable templates. ERP systems integrate order management, production planning, and tracking, ensuring visibility and control across the process.

Data analytics further help identify recurring fit issues, customer preferences, and performance trends, enabling continuous refinement. Importantly, technology does not replace craftsmanship; rather, it supports it by reducing variability and improving efficiency. The result is a more predictable, scalable, and commercially viable tailoring model.

India’s Expanding Role in the Global Tailoring Ecosystem

India occupies a uniquely advantageous position in this evolving landscape. Alongside its well-established textile and garment export base, the country is witnessing the growth of a quieter but highly capable ecosystem of tailored garment producers.

Numerous small and mid-sized bespoke and MTM units operating from cities such as Mumbai, Bengaluru, and Jaipur are today supplying tailored garments to Western markets. These workshops often work as backend partners for international brands, producing made-to-measure and semi-bespoke garments that are retailed under premium labels abroad.

Their strength lies in a combination of skilled tailoring manpower, flexibility in handling customised orders, improving process discipline, and competitive cost structures. With increasing exposure to global quality benchmarks and better access to technology, these units are steadily moving up the value chain.

This evolution reflects a broader shift in India’s role, from being seen primarily as a manufacturing destination to becoming a provider of value-added tailoring solutions.

Opportunities Across the Value Chain

The transition toward hybrid tailoring creates meaningful opportunities across the ecosystem.

For mills, the opportunity lies in developing fabrics engineered specifically for tailored applications, focusing on consistency, performance, durability, and ease of processing. Application-led collections and clearer end-use positioning will become increasingly important.

For brands, hybrid models allow scalable customisation without sacrificing operational control. Clear positioning between bespoke luxury and RTW efficiency, supported by strong storytelling and customer experience, will define successful players.

Retailers stand to benefit through lower inventory risk, improved margins, and higher customer loyalty. Made-to-order and semi-custom offerings enable differentiation beyond price, while aligning supply more closely with actual demand.

A Structural Shift Shaping the Future of Tailoring

The movement from traditional bespoke to hybrid tailoring represents a fundamental structural shift rather than a passing trend. It reflects the convergence of craftsmanship, technology, and evolving consumer expectations.

As personalisation becomes mainstream and efficiency becomes essential, hybrid tailoring offers a sustainable model for the future. For India, this moment presents a strategic opportunity to leverage its textile heritage, skilled workforce, and growing technological capabilities to play a defining role in the next chapter of global men’s tailoring.

Series Introduction Note

This article is the first in a 12-part editorial series exploring the evolving world of men’s tailored wear. The series will examine domestic and international markets, ready-to-wear and custom models, fabric innovation, quality benchmarks, trend forecasting, sustainability, technology, branding, and India’s growing role in the global tailoring ecosystem. Each article aims to provide practical insights for mills, brands, retailers, and professionals engaged in the tailored menswear value chain.