Mass customisation as a marketing tool: Turo Tailor's Windowshop
by Matti Sievanen, Linnea Peltonen
International Journal of Mass Customisation (IJMASSC), Vol. 1, No. 4, 2006

Abstract: Men's suits have a high degree of potential for becoming mass-customised products. A tailor-made suit offers an excellent fit, but the price is too high for most people. On the other hand, an off-the-rack suit is low cost, but may not fit properly. Made-to-measure suits have always been manufactured in low volumes. This indicates that there is a market for mass-customised suits. Turo Tailor, the leading mass customiser in the Finnish apparel industry, had this in mind when it developed the Windowshop (WS) concept. Standardising the measurement and fitting-on process is one of the key factors of WS. Turo Tailor has received a lot of positive publicity through WS, which worked well as a marketing tool. The future will show if Turo Tailor can expand WS into a large-scale retail channel.

Online publication date: Sat, 22-Jul-2006

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