The custom-made suit market - France

A made-to-measure suit is a garment fitted to an individual's precise morphology. It can be made to measure - with a unique pattern created for each customer - or half-measure, where a pre-existing pattern is modified according to measurements and preferences. This vagueness of terminology, often maintained by brands, makes it all the more important to increase transparency in the offer, especially as the word "made-to-measure" has no legal framework. In 2024, the French men's ready-to-wear market grew by just 0.3%, revealing a sector in need of repositioning.traditional channels such as specialized chains, multi-brand independents and department stores are in steep decline. conversely, low-price brands such as Kiabi and Gémo are up 11%, and online pure players (Shein, Amazon, Temu) are establishing themselves as heavyweights in the retail textile sector, forcing the whole sector to reposition itself. Against this backdrop, made-to-measure suits are doing well, thanks to their enhanced perceived value. Although the sector remains a niche one, it is benefiting from several positive dynamics. Firstly, a cultural shift: 36% of French people associate the wearing of a suit with a symbol of professionalism and experience, detaching it from its simple function as a uniform to make it a strong identity marker. Secondly, a change in consumer practices: 58% of French people say they are reasoned buyers, attached to durability, perceived quality and personalization. Finally, a decline in local production that reinforces the image of exclusivity of true made-to-measure: the number of outerwear manufacturing workshops in France fell by -27% between 2012 and 2023, from 1,763 to 1,284 structures. Despite this, the challenges remain numerous: the market is fragmented, industrial players are often fragile, and pressure on production prices is strong, with an index that has fallen from 124.7 in 2015 to 98.3 in 2025, a drop of 21.2% in ten years. This disinflation is forcing high-end brands to further justify their prices with impeccable workmanship and a differentiating customer experience. Finally, the regulatory environment is getting tougher. In 2025, the AGEC law will extend traceability obligations to companies with sales in excess of 10 million euros, while the textile environmental score will gradually come into force. These measures will impose greater transparency on the origin, composition and circularity of products - requirements that few traditional players are yet able to meet. Made-to-measure suits, historically positioned on quality, could turn this into a strategic lever, provided they adopt traceability tools and responsible commitments now.