Target Launches Web Site for Custom Orders
Target Corp. is getting a piece of the made-to-measure business. The retailer has launched Target to a T, a Web venture that allows visitors to order custom-fit clothing.
Using technology provided by Emeryville, Calif.–based Archetype Solutions Inc., visitors follow a five-step process providing measurements and other preferences. Archetype’s software processes the information and produces a computergenerated pattern, which can be e-mailed to one of several contracted factories the company works with worldwide. The garments are cut one at a time to ensure proper fit.
The service, at target.com/custom-order, applies to Mossimo denim, Cherokee khakis and Merona dress shirts among other items. Prices range from $34.99 for denim to $44.99 for shirts. Orders are processed within three to four weeks.
Archetype executives cited studies that show that about half of consumers are dissatisfied with the fit of the non-custom- fit garments they purchase. They added that custom-ordered clothing helps retailers improve inventory management and enhance margins. —Robert McAllister
