When we think tailor-made, we automatically think of garments. It’s a logical association given that tailoring is an extension of the word “tailor,” from the Old French tailleor, literally “a cutter,” or someone who shaped a piece of cloth to suit someone’s form.
If even if this is a dated reflex—you only have to google “tailor-made” to see how many results suggest clothing—this art is no longer uniquely the preserve of fashion designers. Tailor-made now extends to virtually all sectors of activity: gastronomy, travel, jewellery, services, sports equipment, and the list goes on.
Today, tailoring, or “personalizing” products or services has become indispensable for many brands. Thierry Cheval, Managing Director and Head of Retail at L’Oréal, told The Monthly Digest magazine in December 2017 that “personalization represents added value for the brand, as it makes it possible to meet the increasingly individualized expectations of consumers, particularly among younger generations.”
This was echoed by Olivier Abtan, who leads The Boston Consulting Group’s global luxury sector, in an interview for the same edition of the magazine. He points out that the luxury market sector has seen the emergence of three major trends over the past 10 years, one of which is personalization.
Montreal is no exception. Here as elsewhere, new generation consumers no longer passively accept what is offered them; they demand much more, with self-esteem and the desire to feel good about themselves topping the list. Many of this city’s retailers have responded with a broad range of tailored offerings.