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Image: Indochino 
Similar to what Anya Hindmarch did many years ago with her Be a Bag line, I keep coming across examples of retailers offering some form of customisation in an attempt to differentiate themselves and provide a better service and goods to their customers.  Retailers are giving customers the option to personalise and tailor garments to suit their individual tastes and size.  Indochino offer trousers which are custom-tailored to your exact dimensions using premium fabrics and also allow the buyer to choose details like the cuffs, pocket lining, suspender buttons and pleats.  J. Hilburn go a step further by offering a perfectly fitted suit though, rather than submit your own measurements a 'style advisor' from J.Hilburn will come to your home or office and measure you, they still warrant that service will be speedy and the quality will not suffer.

This phenomenon is not restricted to men either; Alex & Eli allow women to chose the colour, lining and buttons on the blazers in its Tailor Shop.

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