The research outlined below is based on qualitative data gathered through in-depth interviews with two distinct groups: made-to-order/made-to-measure fashion brands and the technology providers that enable and support these operations. This approach provides a deeper understanding of how on-demand fashion works in practice and its potential to reshape the industry’s future.
An Introduction to On-Demand Fashion
The on-demand fashion business model represents a fundamental shift away from the traditional, mass-produced model that has dominated the fashion industry for decades. Historically rooted in the bespoke and made-to-measure approach, on-demand fashion ensures that clothes are produced only after an order has been placed. It is a sustainable approach that minimizes waste and excess inventory by aligning production directly with consumer demand.
Terminologies like bespoke, made-to-measure, made-to-order, and pre-order are often used interchangeably, but though these are closely related, they do differ in key aspects. Bespoke or tailor-made refers to clothes made entirely from scratch based on a customer’s specifications, involving significant customization and craftsmanship. Made-to-measure involves creating clothes based on standardized patterns that are adjusted to fit a customer’s measurements. Made-to-order, on the other hand, refers to production that begins only after an order is placed, with or without customization options. Pre-order typically means customers can order items before they are produced, usually based on standard sizing. Finally, small-batch manufacturing allows for limited quantities of clothes to be produced, offering scalability and more room for automation.
While these terms highlight different degrees of customization, complexity, and time to completion, they share a common principle: production is driven by demand. For the sake of clarity, in this article, we will collectively refer to all these concepts under the umbrella term ‘on-demand fashion’ to streamline the discussion and avoid any confusion.
Defining On-Demand Fashion
While on-demand fashion has been broadly described as a model where clothes are produced only after an order is placed, industry leaders bring their own perspectives to the concept, reflecting the diversity within the field.
For Jess Fleischer of Son of a Tailor, on-demand fashion is about customization and precision:
We don’t just make clothes when they’re ordered, we create each piece based on a custom pattern for the individual customer. It’s about personalization—making sure that every item fits perfectly.
This focus on both made-to-order production and personalized fit sets brands like Son of a Tailor apart from traditional mass production.
At Hockerty, co-founder Alberto Gil emphasized sustainability and waste reduction:
No clothing is made without a specific customer in mind. It’s the only way we can ensure that we aren’t contributing to the endless cycle of overproduction and waste in fashion.
Similarly, eShakti’s Vivek Paliwal highlighted the necessity of customization in today’s market:
You can’t mass produce clothes for a population where 46% falls outside of traditional sizing charts. On-demand fashion lets us offer custom sizes and styles that fit each customer’s unique needs.
For Stephane Courtioux at Zipps, on-demand fashion is also about optimizing the supply chain and aligning digital tools:
It’s not just about waiting for an order to produce something,” he said. “It’s about creating a system where every part of the process—from design to production—is integrated and efficient.
What unites all these perspectives is the idea that on-demand fashion isn’t simply a shift in production timing but a reimagining of how the fashion industry can be more sustainable, responsive, and customer-centric, with technology playing a critical role in enabling this transformation.
More on the Unspun model in the video below…
Motivations for Embracing On-Demand Fashion
For many of the companies we interviewed, the decision to embrace on-demand fashion stemmed from a mix of practical, ethical, and consumer-driven factors.
Seph Skerritt of Proper Cloth was frustrated with the fit problem inherent in off-the-rack clothing and the ability of on-demand to provide custom-fit clothing was the core motivation behind their production shift:
People want clothes that actually fit them. For us, on-demand was the only way to solve that problem. You can’t get the same level of precision with mass production.
Son of a Tailor shared a similar frustration; for them, it’s not just about solving a problem but creating a deeper connection between the product and the customer.
Traditional production is wasteful and ineffective. On-demand allows us to make only what’s needed, and when each piece is made for a specific person, it eliminates the guesswork.
On the sustainability front, Hockerty saw on-demand fashion as a key driver for reducing waste:
It’s about responsibility – we don’t want to be part of the overproduction crisis in fashion. If we make something, it’s because someone has already asked for it.
This sentiment was echoed by eShakti, where Vivek Paliwal explained how their model addresses the needs of the plus-size market:
There’s no such thing as one size fits all, especially when 46% of the market is outside traditional sizing charts. On-demand is our way of serving customers who have long been underserved.
For tech providers like N.A.bld, the motivation is rooted in creating more efficient, data-driven production processes. Their then-CEO Amanda Curtis described their role as empowering brands to scale on-demand production:
We saw how technology could solve problems in the supply chain, and for us, it was about giving brands the tools they need to manage small-batch production seamlessly.
Across the board, the common thread is a desire to create a more responsible, customized, and efficient model for fashion—whether that’s about solving fit issues, addressing sustainability, or leveraging technology to streamline production. As Kevin Martin of Unspun put it:
”On-demand is the future. It’s not just about making things on time; it’s about making them right.”
More on the Hockerty model in the video below…
Key Challenges in Implementing On-Demand Fashion
Implementing on-demand fashion may seem like a promising solution for customization, sustainability, and efficiency, but the journey to realizing it is complex and filled with obstacles. One of the most significant challenges for many companies is the sheer operational complexity of producing items on demand.
For Proper Cloth’s Seph Skerritt, the difficulty lies in managing a business where every product is unique:
Every single product we make is different—different size, different configuration, different delivery address.
This level of customization requires flawless communication between customers, the brand, and the manufacturer. Mistakes are costly because they directly affect customer satisfaction.
From a broader perspective, the reluctance of manufacturers to shift from mass production to smaller, individualized runs is a major barrier for companies like Son of a Tailor.
Finding the right production partner was tough. The industry is built around bulk production, and asking manufacturers to create one-off pieces isn’t something they’re used to.
Charlotte Lageyre from Lectra offers another layer of insight, explaining that while brands may want to embrace on-demand models, they often struggle to align their internal processes and technology, which highlights that adopting on-demand fashion isn’t just about changing one part of the process—it requires a full integration of the supply chain:
One of the biggest challenges is the integration of systems. It’s not enough to have a single 3D tool or a digital design solution. Brands need seamless workflows that connect design, production, and sales in real-time.
At eShakti, scalability becomes the biggest hurdle. Vivek Paliwal stressed how difficult it would be for larger brands to fully transition to on-demand because the shift requires rethinking everything from how orders are taken to how production is fulfilled—a daunting task for larger, traditional brands.
If a giant like H&M were to switch, it would mean a complete overhaul of their business model.
While the challenges may vary slightly from brand to brand, a common thread is the reliance on technology to bridge the gap between design, production, and delivery. As Unspun’s Kevin Martin pointed out, automation and technological innovation will be the key drivers for overcoming these challenges in the long term:
The long-term payoff is worth it. Once automation and technology are fully in place, the potential for on-demand is enormous.
The barriers, whether operational, technological, or cultural, highlight the complexities of disrupting long-established processes in fashion. However, for those willing to navigate these challenges, the rewards—sustainability, efficiency, and consumer satisfaction—are worth the effort.
More on the eShakti model in the video below…
The Role of Technology in On-Demand Fashion
Technology is the cornerstone of on-demand fashion, providing the tools necessary to manage a complex, individualized production model. From digital platforms that streamline supply chains to advanced manufacturing techniques like 3D weaving, tech solutions have allowed on-demand fashion to evolve from a niche concept to a scalable business model.
Charlotte Lageyre from Lectra highlighted the importance of integrating various systems to ensure that on-demand fashion can work seamlessly. This digital transformation is crucial to on-demand fashion’s success, as it enables brands to optimize their entire workflow and respond to consumer demands quickly:
The challenge isn’t just about having a single tool, like 3D design software. It’s about integrating every part of the process—from design to production—so that everything operates in real-time. Brands need to be able to track everything, from the material to the final garment.
Companies like Unspun have taken technology to the next level with automation. Kevin Martin described how their 3D weaving technology allows clothes to be produced without the need for cutting and sewing, reducing both waste and production time. This level of innovation highlights how advanced technology is essential for overcoming the traditional barriers of labor costs and inefficiencies in production:
Automation is the key that unlocks on-demand fashion. Our goal is to automate as much of the production process as possible, which will not only make on-demand scalable but also more affordable.
For N.A.bld, technology is about creating a more transparent and efficient supply chain. Amanda Curtis noted that their platform gives brands real-time visibility into production timelines and material sourcing.
We built a system that allows brands to manage small-batch production as if they were working with mass production quantities
While it provided crucial tools to bridge the gap between brand and manufacturer, they also faced challenges convincing manufacturers to adopt these new systems.
Vivek Paliwal at eShakti reinforced the idea that having a robust technology infrastructure is non-negotiable in the world of on-demand:
We developed our own in-house tracking system because there weren’t ready-made solutions available. For us, managing raw materials and ensuring that orders are tracked all the way to delivery is essential. Without that, scaling an on-demand model would be impossible.
The integration of technology across the production and supply chain not only streamlines operations but also drives the sustainability goals many brands are committed to. For brands and tech providers alike, the ability to quickly pivot and produce clothes based on real-time data is what sets on-demand apart from traditional fashion models. As Stephane Courtioux from Zipps commented:
Without technology, on-demand fashion wouldn’t be feasible. It’s about creating a connected ecosystem where every part of the supply chain is digitally linked.
By leveraging advanced tools like 3D design software, AI-driven production systems, and comprehensive supply chain platforms, brands are unlocking new ways to meet consumer demands in a more sustainable, cost-effective manner. Technology isn’t just facilitating on-demand fashion—it’s the foundation that makes it possible.
Barriers to Wider Adoption of On-Demand Fashion
While the benefits of on-demand fashion are clear, the model faces significant barriers to wider adoption. From ingrained industry practices to technological limitations, the transition to on-demand has proven difficult for many brands, especially those with established production models.
One of the most persistent challenges is the reluctance of manufacturers and brands to embrace new methods. As Charlotte Lageyre from Lectra pointed out:
Manufacturers are set up for bulk production, and many don’t have the flexibility or technological readiness to shift to on-demand.
This resistance to change is often deeply rooted in how traditional fashion supply chains are built, making it difficult for large-scale brands to pivot to smaller, more customized production runs.
For Vivek Paliwal of eShakti, the issue is not just technological but also cultural, where a mindset shift is especially challenging for larger, more established brands that rely on predictable, bulk production models to minimize costs:
The mindset shift required to fully adopt on-demand is huge. Brands have operated the same way for decades. Moving away from bulk production means rethinking everything—from supply chain logistics to how they interact with consumers.
Cost is another significant barrier. Kevin Martin of Unspun highlighted the financial challenges involved in making on-demand production economically viable:
On-demand can be 10 to 20 times more expensive than traditional production, depending on the location and scale. Until we get automation to a point where costs come down, brands are hesitant to make that switch.
The current cost structure makes it difficult for on-demand fashion to compete with the low-cost mass production methods used by fast fashion brands.
However, even brands that are ready to adopt the model face practical hurdles. As Amanda Curtis from N.A.bld shared:
Finding manufacturers who are willing and able to produce on-demand is one of the biggest bottlenecks. Many are hesitant to change their processes, even if the demand is there.
The lack of a robust network of on-demand-capable manufacturers creates a supply-side issue that limits the scalability of this model.
The shift to on-demand also raises questions about consumer behavior. Stephane Courtiouxfrom Zipps pointed out that consumers are accustomed to fast fashion’s immediate gratification:
When people shop online, they expect their orders quickly. On-demand production takes time, and consumers need to be educated on why waiting for a custom product is worthwhile.
This consumer education piece is crucial for brands hoping to shift towards on-demand models, as it requires changing expectations around delivery times and customization.
In the long term, the barriers to on-demand fashion may be reduced as automation and technology improve. However, the current resistance – whether from manufacturers, brands, or consumers – continues to slow the broader adoption of the model. As Jess Fleischer of Son of a Tailor put it:
On-demand is still niche, and until the industry evolves both culturally and technologically, it will remain that way.
More on the N.A.bld model in the video below…
The Sustainability and Environmental Impact of On-Demand Fashion
One of the most significant promises of on-demand fashion is its potential to reduce waste, a key environmental concern in traditional mass production. By producing only what is ordered, brands can avoid the overproduction that leads to unsold inventory filling landfills.
In the words of Seph Skerritt from Proper Cloth:
Traditional fashion operates with up to 20-30% overproduction. On-demand eliminates that. We’re only making what’s already sold, and that drastically reduces waste.
This model ensures that brands aren’t producing clothes that may never be purchased, a critical advantage in an industry known for its inefficiencies.
Vivek Paliwal of eShakti quantified this shift further with a focus on agility which helps brands keep up with fast-moving trends without contributing to the excessive waste tied to overproduction:
In a market where fashion cycles change monthly, reducing inventory is key. On-demand allows us to avoid the risks associated with holding large stocks of unsold goods.
Kevin Martin from Unspun took it a step further, linking on-demand fashion to carbon emissions reduction. By integrating technologies like 3D weaving, they are working to minimize the environmental impact at every step, from reducing fabric waste to creating clothes that are easier to recycle.
Our goal is to reduce global carbon emissions by 1% through on-demand production.
On-demand fashion’s environmental benefits are clear, but scaling those benefits to the broader industry will require brands to adopt these practices more widely. As Charlotte Lageyre from Lectra summarized:
The more integrated the process, the better control brands have over their environmental footprint. It’s not just about reducing waste—it’s about making sure every part of the supply chain is optimized for sustainability.
More on the Lectra model in the video below…
What is the Future of On-Demand Fashion?
The future of on-demand fashion is promising, but it will be a gradual shift rather than an overnight revolution. Many of the industry leaders we spoke with emphasized that while on-demand fashion is growing, it still occupies a niche market and faces significant hurdles in scaling.
Says Vivek Paliwal of eShakti:
Minimum order quantities are decreasing across the board, and as brands get more comfortable with smaller production runs, we’ll see more movement toward producing one unit per order.
Kevin Martin from Unspun predicts that automation will play a key role in driving this shift:
Once automation technology becomes more advanced and affordable, we expect on-demand production to take off. It’s the biggest unlock for making on-demand scalable and cost-effective.
Charlotte Lageyre of Lectra offered a balanced view, agreeing that on-demand is set to grow but emphasizing that it won’t replace traditional production models entirely:
Brands will likely adopt a hybrid approach. We’re seeing that many are beginning to use on-demand for specific lines while still relying on traditional models for their core offerings. The industry will need time to adjust.
This view was echoed by Stephane Courtioux from Zipps, who believes on-demand will complement, not replace, existing models:
On-demand will grow, but it will co-exist with traditional production for a long time. Brands will adopt hybrid models, using on-demand for specific product lines or special collections.
The consensus is clear: on-demand fashion has the potential to reshape the industry, but it will take time, technological advancements, and a shift in consumer and brand mindsets for widespread adoption to occur.
Advice for Brands Considering On-Demand Fashion
For brands looking to transition to on-demand production, the message from industry leaders is unanimous: start small, experiment, and invest in the right partnerships and technology.
Seph Skerritt from Proper Cloth emphasized the importance of ensuring that on-demand production addresses a real need:
On-demand shouldn’t just be a marketing gimmick. It has to solve a problem—whether that’s fit, sustainability, or efficiency. Focus on where it can add real value for your customers.
Jess Fleischer of Son of a Tailor echoed this sentiment, urging brands to take the plunge by starting small:
You don’t need to overhaul your entire business overnight. Start with a limited collection or a specific product line, learn from it, and gradually scale up. The key is getting started and being willing to adapt.
Vivek Paliwal from eShakti also stressed the importance of choosing the right partners:
It’s critical to find manufacturers and tech providers who understand the on-demand model. Your success depends on building a supply chain that can handle the complexity of producing one-off clothes efficiently.
For Lectra’s Charlotte Lageyre, technology plays a central role in making on-demand work, but it needs to be integrated into every part of the production process:
Brands need to invest in tools that connect design, production, and sales seamlessly. If your systems aren’t talking to each other, you’ll struggle to make on-demand scalable.
In summary, on-demand fashion is achievable, but it requires a thoughtful, measured approach. Start small, invest in technology, and choose partners who understand the complexities of this model. With patience and strategic planning, brands can unlock the potential of on-demand to meet consumer demand while minimizing waste.
More on the Son of a Tailor model in the video below…
Final Thoughts
The insights gathered from leading on-demand fashion brands and technology providers reveal a clear shift in how the industry is approaching production, sustainability, and customer satisfaction. Across the board, the interviews demonstrated that on-demand fashion holds immense potential to address some of fashion’s most pressing challenges—excessive waste, inefficient supply chains, and the growing demand for customization.
One of the most compelling advantages of on-demand fashion is its ability to eliminate overproduction. By producing only what has been sold, these companies are reducing waste and ensuring that every garment has a clear purpose, aligning their production with consumer demand.
However, the road to on-demand adoption isn’t without its challenges. As many interviewees pointed out, the complexity of managing individualized production processes and the need for advanced technology integration make the transition difficult. Brands must be willing to invest in seamless digital systems, strong partnerships, and the right technological infrastructure to succeed.
The environmental and financial benefits are clear, but the shift to on-demand requires a mindset change—both within the industry and among consumers. Educating consumers about the value of waiting for a customized, sustainably produced garment will be key to driving wider adoption of this model.
At the same time, the promise of automation shows that the future of on-demand fashion is filled with exciting possibilities. As automation and AI-driven tools become more accessible, the cost barriers to on-demand production will gradually decrease, making it a more attractive option for both large and small brands alike.
Rahul Verma
Rahul Verma is an experienced fashion design professional with a specialisation in digital product creation and development. He is the co-founder of NOFORM, a Bengaluru-based digital fashion lab, where he leads innovative projects and conducts training in industry-leading 3D design software. Rahul holds an M.A. in Fashion Design Technology from the London College of Fashion. He is currently pursuing a second M.A. in Entrepreneurship and Digital Transformation at the Munich University of Applied Sciences, where his research focuses on leveraging AI to enhance supply and demand alignment in fashion. With extensive experience in roles ranging from designer to educator and consultant, Rahul combines technical expertise, creativity, and problem-solving skills to deliver impactful solutions for global fashion brands. Beyond his professional achievements, Rahul is passionate about sustainable practices, animal welfare, and environmental conservation.
Julia Chinakaeva
Julia Chinakaeva is an entrepreneur and Co-Founder / Principal at Bazaar Ventures, a fund she with a vision to acquire and elevate a company into an industry leader. With a career spanning management consulting, tech startups, and sustainable innovation, Julia brings a blend of tech enablement and operational excellence to her work. An INSEAD MBA graduate, Julia has worked across global and diverse industries, advising Fortune 500 companies, driving tech-enabled growth at startups like Zipps.io, and fostering practical solutions for sustainability in business. Her expertise spans designing technology-driven solutions, optimizing operations, and launching impactful go-to-market strategies, all rooted in a commitment to innovation. Outside of work, Julia is a multilingual former competitive figure skater, current fitness enthusiast, long-time dancer, and cat mom.
