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Menswear Made-to-Measure

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Two words keep popping up in trend reports -- customization and personalization. Gucci executives are heeding the call to action.

The luxury Italian fashion label is extending its menswear offerings to include “Made to Measure,” an in-store tailoring service that offers clothing and shoes made according to the consumer’s unique measurements and style.

Gucci is offering the Made to Measure experience in 11 boutiques in cities including New York, London, Paris, Milan and Tokyo. The brand will offer more than 80 fabrics (including wool, cashmere, silk, satin and velvet), a selection of custom-made finishes, embroidery options and other customization choices for each made-to-order garment. Plans call for Gucci to limit choices to an understated palate of gray, navy blue and brown.

The brand is hoping to catch the eye of men and woman alike with a new Made to Measure advertising campaign featuring actor, writer and director James Franco. The campaign, called “All the world’s a stage,” features striking black and white images of the actor wearing Gucci’s custom suits on a film set.

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