Around half of US adults are interested in buying customised fashion, a new survey has found, noting they would also be willing to spend more money on these items.

Research conducted by YouGov for Lanieri.com, an online Italian made-to-measure men’s wear retailer shows 49% of US adults would buy garments that have been customised, while 21% – or one in five – bought customised items last year.

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The study, ‘Lanieri US Fashiontech Insights,’ also found millennials are most interested in customised clothing (34%) and would be willing to spend more money (42%) to purchase customised items than on non-customised items. The survey sampled 1,201 adults aged 18+.

Of the 49% interested in buying customised fashion, around 3% are likely to spend US$1,000-plus on such products.

Over half (51%) of people interested in purchasing customised items would look for these garments online because they tend to be cheaper than in store, and 68% would choose retailers with a great customer service and free shipping. 

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However, brick-and-mortar shops still have a strong role in customer decisions, with 41% of Americans saying they would prefer to buy customised items – but only if they could see them in a store before purchasing.

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“The FashionTech industry is exploding with the growing demand for made-to-measure items,” says Simone Maggi, CEO, Lanieri.com. “The newly-published research shows a growing trend that goes hand-in-hand with the millennials’ positive attitude toward online made-to-measure and the increase in their spending capacity.”