The Future of Fashion is Made-to-Order: Lessons from Sartoria Vienna & Chirimoya’s Expansion
The fashion industry is notorious for its waste. Mountains of unsold inventory, rapidly changing trends, and a relentless pursuit of “new” contribute to a significant environmental footprint. But a quiet revolution is underway, driven by companies prioritizing quality, sustainability, and – crucially – a direct connection with the customer. Recent insights from Sartoria Vienna founder Thomas Hebenstreit and investor Helmut Schuster reveal a compelling roadmap for success in this evolving landscape, one where made-to-order isn’t just a niche offering, but a core business strategy.
From Shirt Dandy’s Stumbles to Sartoria Vienna’s Success: The Power of Learning
Hebenstreit’s candid discussion of his first venture, Shirt Dandy, serves as a potent reminder that even the most innovative ideas require rigorous execution. Losing almost €100,000 in 18 months in India underscored the importance of market research, operational efficiency, and, perhaps most importantly, finding the right co-founder. This experience directly informed the approach at Sartoria Vienna, where a complementary skillset was actively sought, and a robust financing strategy was established from the outset.
“The biggest lesson from Shirt Dandy was the need for a partner who could handle the operational complexities,” Hebenstreit explained in the Founder Talk. “We needed someone who wasn’t just passionate about the idea, but also understood the intricacies of manufacturing and logistics.” This proactive approach to team building is a critical takeaway for any aspiring entrepreneur.
The Made-to-Order Model: A Sustainable Solution for a Changing Market
Sartoria Vienna’s business model is built on the principle of made-to-order, eliminating the need for large-scale inventory and significantly reducing capital commitment. This approach isn’t merely cost-effective; it’s inherently more sustainable. By producing garments only when they are ordered, the company minimizes waste and caters to the growing demand for personalized products.
Pro Tip: Consider the benefits of a made-to-order model for your own business. Even if full customization isn’t feasible, offering limited personalization options can significantly enhance customer engagement and reduce waste.
This model is further strengthened by a commitment to quality. Sartoria Vienna utilizes Italian fabrics and ensures 100% European production, appealing to consumers who prioritize craftsmanship and ethical sourcing. Digital tools enhance the customer experience, making the process of ordering a bespoke garment seamless and convenient.
Investor Insights: The “Three P’s” and the Appeal of Tax Incentives
Helmut Schuster, a seasoned investor with experience at bp and a portfolio of successful fashion brands like Chirimoya, emphasizes a simple yet effective investment framework: the “three P’s” – problem, product, and people. A compelling problem, a viable product, and a strong team are, according to Schuster, the essential ingredients for a successful startup.
“I look for companies that are solving a real problem in a unique and innovative way,” Schuster stated. “The product has to be well-designed and meet a clear market need, and the team has to be passionate, capable, and adaptable.”
Beyond the core business fundamentals, Schuster highlighted the importance of favorable investment frameworks. He specifically pointed to the tax incentive systems in the United Kingdom, which offer refunds on investments, making them particularly attractive to investors. This underscores the importance of considering the regulatory environment when launching or expanding a business.
Expansion on the Horizon: Germany, India, and the Rise of Sustainable Luxury
Sartoria Vienna’s medium-term plans include expansion into Germany via a franchise model starting in 2027, and a return to the Indian market. This strategic approach demonstrates a measured and considered growth strategy, building on lessons learned from past experiences.
Meanwhile, Schuster’s brand, Chirimoya, specializing in sustainable Pima cotton T-shirts, is expanding its physical presence with a second location on Vienna’s prestigious Kohlmarkt. This expansion signals a growing demand for sustainable luxury goods and a willingness among consumers to invest in quality and ethical production.
Expert Insight: “The luxury market is evolving,” says fashion analyst Isabella Rossi. “Consumers are increasingly seeking brands that align with their values, and sustainability is no longer a niche concern – it’s a core expectation.”
The Future of Fashion: Personalization, Sustainability, and Strategic Investment
The insights shared by Hebenstreit and Schuster paint a clear picture of the future of fashion: a future defined by personalization, sustainability, and strategic investment. The made-to-order model, coupled with a commitment to quality and ethical production, offers a compelling alternative to the traditional fast-fashion system.
The emphasis on the “three P’s” – problem, product, and people – provides a valuable framework for investors seeking to identify promising startups. And the importance of favorable regulatory environments, such as the tax incentives in the UK, cannot be overstated.
Key Takeaway: The fashion industry is undergoing a fundamental shift. Companies that embrace sustainability, personalization, and a customer-centric approach are best positioned to thrive in this evolving landscape.
Frequently Asked Questions
Q: Is made-to-order fashion more expensive?
A: While initial costs may be higher due to the focus on quality materials and craftsmanship, the elimination of inventory waste and the potential for direct-to-consumer sales can often offset these costs, making it competitive with traditional retail.
Q: What role does technology play in the made-to-order model?
A: Technology is crucial for streamlining the ordering process, managing production, and providing a personalized customer experience. Digital tools like 3D body scanners and virtual try-on features are becoming increasingly common.
Q: How important is sustainability to today’s fashion consumer?
A: Increasingly important. Studies show a growing segment of consumers are willing to pay a premium for sustainable and ethically produced clothing. Transparency and traceability are also key factors.
Q: What are the biggest challenges facing made-to-order fashion brands?
A: Managing lead times, ensuring consistent quality, and scaling production while maintaining personalization can be significant challenges. Efficient supply chain management and robust quality control processes are essential.
What are your predictions for the future of personalized fashion? Share your thoughts in the comments below!
