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Target launches custom clothing this week with “Target to a T,” a new online offering of jeans and shirts fabricated according to a customer’s measurements and style preferences. At custom pioneer Lands’ End, custom chinos now top 10% of category sales.
Online retail has another entrant into the “made for me” market with Target.com’s debut of “Target to a T," a new online offering of customized clothing. Powered by software from Archetype Solutions Inc., whose technology also supports Lands’ End Custom on LandsEnd.com, Target to a T allows shoppers to customize selected Target brand clothing to a preferred style, size and shape.
The five-step, online process customizes Mossimo jeans, men’s Cherokee khakis and men’s Merona dress shirts according to a customer`s specific measurements and style and color choices. The price for the custom jeans is $34.99, about 50% higher than the $22.99 price on comparable non-custom jeans offered on the site. Prices range up to $44.99 for custom shirts; delivery is within three to four weeks, the company says. The custom service is flagged with a banner near the bottom of Target’s home page.
Custom products are a growing trend among retailers. It’s become a key contributor to sales at Lands’ End, which pioneered custom clothing on its web site three years ago. While it has not disclosed revenue from its custom clothing line, Lands’ End previously has reported that sales of its custom chinos topped the company’s initial goal of 10% of its sales in the category. Custom lines also can be an important customer acquisition tool for retailers: Lands’ End has disclosed that 25% of the buyers of custom pants and jeans on LandsEnd.com are new to the company.