At Sartoro, we are dedicated to providing the highest quality garments.
This comprehensive overview of Sartoro and the luxury menswear market highlights the brand’s innovative approach and the evolving trends within the industry.
Launch and Demographics
Sartoro, a menswear brand specializing in digital tailoring, was launched to revolutionize how custom suits are made and purchased. The brand’s primary demographic includes modern, tech-savvy men who value convenience and precision in their fashion choices. Their clientele ranges from young professionals to seasoned executives, who prefer the ease of digital measurements over traditional in-store fittings.
Comparative Advantage
Sartoro’s key competitive advantage lies in its proprietary Digital Tailor system. This system leverages an algorithm that analyzes user inputs against a database of over 50,000 body scans and millions of data points. This allows Sartoro to create highly accurate measurement profiles that often negate the need for alterations, thus offering a custom fit comparable to traditional methods but with greater convenience and speed. This innovative approach positions Sartoro uniquely in the luxury menswear industry, combining technology with traditional craftsmanship.
The Fine Heritage of Sartorial Craftsmanship
The heritage of sartorial craftsmanship is a testament to the timeless elegance and meticulous attention to detail in menswear. Iconic figures such as the Duke of Windsor, President John F. Kennedy, and Aristotle Onassis set high standards for men’s fashion in the past. Their impeccable style and perfectly tailored suits continue to inspire modern trends.
In contemporary times, well-dressed men like actor Jacob Elordi, actor Austin Butler, and Oscar Isaac exemplify the sophistication and refinement of modern tailoring. Smartorial is the word that best defines the style needs of contemporary man. It combines the desire for relaxed garments and the new found wish to dress in a refined way. Tailored pieces such as blazers and suits find a new smart life, paired with laid-back garments such as sweaters, t-shirts, sporty pants and casual shoes, creating modern looks that will always make you feel confident and at ease. Dressing well is perceived positively by co-workers and supervisors, signaling professionalism, confidence, and a keen sense of style.
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Importance of Dressing for Success
Wearing a suit can significantly impact how one is perceived professionally and personally. A well-fitted suit conveys confidence, attention to detail, and professionalism, which are crucial in both business and social settings. Dressing for success is essential for corporate ascension, as it reflects one’s dedication, ambition, and respect for the workplace.
Sartorial companies have updated their styles to fit the modern man’s lifestyle, blending traditional tailoring with contemporary designs. This evolution ensures that suits remain relevant and desirable in today’s fast-paced world.
Technological Advancements and Digitalization in Menswear
If we have learned anything in the last 10 years of retail digital evolution, we have learned that digital is not just a fad for fashion retailers. On the contrary, it is a huge driver, which will probably reach closer to 50% of all fashion sales in 2024-25. This requires talent to not just understand website metrics but also be on the forefront of technology and how to manage said technology to enable customers to comfortably engage with their brands and clothing.
Today, fashion firms are set up to have a store department and a digital department, but this needs to become one department to ensure that the customer experience is seamless and uniform. This requires talent to be skilled in both channels. Most fashion companies have just faced the beginning phases when it comes to sustainability and the fashion circular design. Without this being a focus, fashion brands will lose more and more of their millennial customer base whose purchase behavior is heavily influenced by this core value as brands are cultivating creative collaboration amongst their counterparts.
Technological advancements are revolutionizing menswear, enhancing fabrics and tailoring techniques. Digital tailoring, like Sartoro’s Digital Tailor system, is at the forefront of this transformation. This technology enables precise measurements and custom fits, providing an exceptional sartorial experience. Enhanced fabrics, such as those incorporating sustainable materials and innovative blends, offer improved comfort, durability, and style.
Market Data and Sales Revenue
The men’s luxury suiting business in the USA continues to be a significant segment, with recent trends indicating a shift towards custom and digitally tailored options. As of 2023, the market size for men’s suits was estimated to be approximately $2.7 billion, with steady growth projected due to increasing demand for personalized fashion. Gen Z, although generally leaning towards casual wear, shows a growing interest in custom suits for special occasions, signaling potential market expansion.
Heritage and Evolution of Suits
Suits have a rich history dating back to the 17th century. Initially designed for royalty and aristocrats, suits evolved significantly over time, with the modern lounge suit emerging in the late 19th century. The biggest misconception about suits is that they are uncomfortable and restrictive; however, advancements in fabric technology and tailoring have made modern suits both comfortable and stylish.
Suit Trends for 2024
In 2024, the biggest trends in suits include:
- Fabrics: Sustainable materials like organic cotton, recycled polyester, and bamboo fibers are becoming popular.
- Styles: Double-breasted suits and relaxed fits are making a comeback.
- Colors: Earth tones such as olive, rust, and beige, along with classic navy and charcoal, are in vogue.
- Fit: Tailored yet comfortable fits that allow for movement and ease are highly sought after.
Data Sources
- Market analysis reports on the men’s luxury suiting industry in the USA.
- Fashion trend forecasts for 2024 from industry experts.
In this exclusive interview with Andy Fine, the visionary owner of Sartoro, we delve into the revolutionary world of digital tailoring. Our discussion highlights the innovative blend of AI and human analysis for impeccable fit, the brand’s commitment to quality craftsmanship at accessible prices, and the exciting collaboration with renowned designer Neil Lane. As Sartoro continues to set new benchmarks in custom fashion, Luigi shares insights into their unique approach to design and the evolving landscape of menswear.
Joseph DeAcetis: How would you define your idea of digital tailoring, and what sets you apart as a brand?
Andy Fine: Our mission is to make great fitting clothing available to anyone – and we believe getting a great fit doesn’t have to be difficult or time consuming for the customer. We leverage a unique combination of AI and human analysis to build a holistic Fit Profile for each customer. We leverage the customer’s provided inputs, an algorithm that predicts body measurements based on that information, historical data points from thousands of previous orders, and other fit data we’ve compiled over the past 4+ years. Everything is analyzed by our team of experts to determine the exact sizing needed for that perfect fit – and we’ve gotten pretty darn good at it, with less than 15% of first orders requiring any alterations.
Joseph DeAcetis: Can you confidently share the brand’s vision and design aesthetic, how it has evolved, and how your eagerness has become an integral part of the fashion house’s creative force?
Andy Fine: From early ideation, Sartoro was created to pursue a new frontier in custom fashion; one that embraces quality and craftsmanship with modest prices and a modern brand image.
This is an important representation of the way we think about fashion – a belief in experiencing the essence of luxury in understated quality, forgoing pretensions in both the markup and the messaging, empowering people of all shapes, sizes, and backgrounds to look and feel their best.
Sartoro is defined by its fusion of New York design, world-class craftsmanship, and comprehensive personalization. Inspiration drawn from contemporary culture is combined with an emphasis on tailoring and the use of modern technology to create a streamlined, luxurious, and sophisticated online experience.
Joseph DeAcetis: How does the company respond to changing style trends while maintaining its core identity? What is the company’s design process, team structure, and future collections?
Andy Fine: The beauty of suiting is that the style has remained largely enduring over the years, with the primary shift being in the cut and fit of the garments. The core features like the jacket style, lapels, pockets, etc., have not changed. Further, while we have predefined styles, we don’t pigeonhole our customers into a set requirement – they have the freedom to customize and design their garments however they’d like (or go with our designer selections).
Our design process revolves primarily around curating a selection of incredible fabric choices that span all scenarios and style preferences, as well as continuing to level up both our fit precision and our unique offerings – built-in pocket squares, expanded label styles and widths, unique linings, and more.
Our latest collection is a collaboration with iconic designer Neil Lane, and features 12 new super premium fabrics that add a new range of elevated options.
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Joseph DeAcetis: Can you walk us through your digital tailoring process from concept to completion, and how do you stay updated with the latest trends and incorporate them into your designs?
Andy Fine: The first step is for the customer to complete their Fit Profile with the Digital Tailor – during which they have the option to provide as much (or as little) information as they would like. This process can be completed in less than two minutes and for the majority of customers is more than enough to get a great fit. Our AI algorithm then predicts the customer’s full set of body measurements from an analysis of thousands of body scans and millions of data points.
Once the order is placed, our team reviews that fit profile against our historical averages for similarly sized customers – stress testing their inputs against what we already know to identify (and fix) potential errors in the inputs. We also factor in fit preferences and relevant brand data where applicable, blending everything together into a final set of measurements that go to production.
Joseph DeAcetis: Can you tell me about the most recent collection, what you and the team learned from it, and what you aim to achieve in moving the design philosophy forward?
Andy Fine: Our latest collection, which just debuted in July, is our Neil Lane Signature Collection made in collaboration with the iconic designer. This was our first foray into a partnership of this type, and we’ve learned a lot from Neil’s decades of experience designing luxury jewelry for some of the most famous people in Hollywood and around the world.
This collection brought a new set of subtle touches that weave together Neil’s unique design aesthetic – gold accents are used throughout the garment in a way that doesn’t overpower the garment but still provides an indication that there was additional thought and design behind the garments.
Our design philosophy going forward will continue to embrace these subtle design touches that make Sartoro suits stand out from the crowd.
Joseph DeAcetis: Could you list some of your design influences, both past and present? Do you prefer traditional illustrating styles or newer digital mediums?
Andy Fine: We draw inspiration from the traditional bespoke tailoring practices made famous in Italy and Savile Row. We believe in a merger of modern design and tech with the traditional tried and true methods of crafting premium luxury garments.
Joseph DeAcetis: Could you tell our viewers about the projects you’re most proud of and why?
Andy Fine: We’re proud of the holistic customer experience we’ve built on the online storefront across the board. We’ve effectively taken the key components of the traditional bespoke process and have brought it online. Measurements through our Digital Tailor, and designing the garments themselves visually with our Suit Configurator. These two features allow customers, all from the comfort of their home (or anywhere with an internet connection), to design a custom suit and get fitted for it in minutes – ultimately receiving the garment as little as 7 days later with our rush shipping option.
Our Digital Tailor’s industry leading precision was no small feat. We use a combination of ai, historical data and industry averages to build a comprehensive “fit assessment” for each customer. This helps us dial in on the most accurate body measurements possible, all without requiring the customer to go through a complicated or time consuming measurement process. This took time and multiple iterations to achieve, and it continues to improve every day!
About the Author:
Joseph DeAcetis is a visionary in the world of fashion, renowned as the best wardrobe stylist and art director of his generation. His impressive accolades and unmatched expertise set him apart in the industry. Joseph covers the intersections of style, culture, art, and fashion, with a particular emphasis on the evolving status of menswear.
Throughout his illustrious career, Joseph has penned award-winning columns for top-tier publications such as Esquire, People Magazine, Robb Report, and Playboy. His profound insights and engaging narratives have made him a leading voice in fashion journalism.
Most recently, Joseph served as the creative fashion director for Forbes Media, where he excelled as both a critic and reporter. His extensive body of work highlights the importance of dressing for success and explores how technological advancements are reshaping the fashion industry. Joseph’s authoritative yet approachable voice continues to inspire and influence fashion enthusiasts worldwide.
Comments, questions, or feedback? Email me at jdeacetis@gmail.com.
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