Images_Digital_Edition_November_2019

www.images-magazine.com 68 images NOVEMBER 2019 Duncan Gilmour, managing director of Screenworks, considers the shift towards bespoke clothing, and explains how this could benefit your business The growth of bespoke W hen I entered the industry, almost 20 years ago, nobody talked about bespoke or customised clothing. However, over the past decade the UK manufacturing sector has seen rapid development of the bespoke clothing market and niche suppliers are now seeing notable growth. Today, ‘bespoke’ is the word on everyone’s lips. There are several reasons for the expansion of this side of the industry, including: ■ a greater focus on quality and accuracy by consumers; ■ globalisation; ■ corporate social responsibility (CSR); ■ and differentiation. Although stock and customised clothing production still account for the vast majority of business in our sector, I believe we may be looking at a significant shift towards the bespoke style of manufacturing. The definition of bespoke Before I set out to examine the reasons behind this growth and which elements businesses need to focus on to deliver truly bespoke products, I think it’s important to consider what bespoke really means. This is important because there can often be confusion, especially around the use of the term ‘bespoke’ in marketing and labelling. There are three key methods of production to consider: stock, customised and bespoke. Stock Items are purchased from either wholesalers or direct from the manufacturer. Once purchased, the clothing or product can be either re-sold unbranded, or a design or corporate identity can be added in the form of a print or embroidery embellishment. Customised This caters for those who are looking for something more closely aligned to their branding or brand values than general decorated stock clothing. Items can be purchased from manufacturers and then numerous Duncan Gilmour, managing director, Screenworks The shrinking of the business world has made bespoke clothing both more accessible and more affordable