BLUSHING BRIDE: Chen Yao of the Xing Yu Biao Ge studio puts finishing touches to a customized wedding gown for a discerning client

WANG YUANZHENG

To most people, having a garment tailor-made may seem a bit of a luxury and something reserved for celebrities. But in Beijing, if you know where to go, an abundance of small tailoring shops that operate mainly via word of mouth produce clothing fit for a star.

Yu Mei, who is busy choosing her wedding dress, recently made the decision to opt for one of these private tailors. "I think wedding dress styles in department stores or dress rental studios are similar, but I want something unique that can show my individuality," Yu said. She decided on a miniskirt-style wedding dress to fit her slim, short body.

Her needs are being catered for by a wedding dress outfitter called Xing Yu Biao Ge, located in a quiet, small alleyway in east Beijing. Chen Yao, the proprietor, said that most of her clients are attracted to her individual designs because they are reasonably priced and that provide a good fit. After communicating with her clients and getting to know their personality, Chen always includes a surprise in the finished product.

"This kind of studio has made my dream of wearing a specially designed dress come true. I feel like a movie star," said Yu.

In today's China, the number of people who favor custom-made products is growing, especially in the post-1980s generation which is rapidly becoming the biggest group of consumers. They tend to reject a life dominated by labels and pursue a new lifestyle that expresses their individuality. Buying a one-off item is seen as cool to these young people who are driving fashion and other contemporary trends. It means the small tailoring sector is booming.

IWODE is a shop recently opened in south China's Guangdong Province featuring custom-tailored men's clothes. For around a mere 100 yuan (some $15) you get a piece of cloth and fitting done in your own home. It is said that within the first four months since its opening, the shop's regular clients reached 1,500.

IWODE provides a wide range of choices with more than 100 kinds of combinations among collars, sleeves, pockets and buttons available. Customers can even have their own name embroidered on the garment's label.

GOOD FIT: A tailor in northeast China’s Jilin Province fits a customer. More Chinese are going for tailor-made outfits to express their personality

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"Although traditional tailors can also make customized clothes, their designs are mostly outdated," said Xu Xiaoting, Marketing Manager at IWODE. She said in an era where people worship being different, low-priced tailor-made clothes have a big market. The shop uses the Internet as a major sales channel and even provides a home delivery service on completion.

Besides clothes, customized goods have almost spread to all areas of fashion. The wedding sector is a classic example. Apart from wedding dresses, all things associated with weddings can be provided according to demands of every customer, such as wedding rings, wedding candies, invitation letters, and wedding photos.

A survey conducted by the Xinhua News Agency shows that the demand for customized rings in southwest China's Chongqing Municipality in 2006 doubled that of the previous year. The survey also shows that the number of consumers ordering furniture specific to their own design has also increased remarkably, and the age of these consumers tends to be older than before.

Wedding photo albums have also changed in style over the years; gone are the stiff stereotype poses of the past. Today photo shoots are done in consultation with the clients and reflect their life and love story from their own unique perspective.

Having little to do with one's social status or wealth, customized buying is more of an attitude toward life.

"I choose to buy customized goods. It does not mean that I pursue luxury; it is just choosing a way of life that is more suitable to me," said Liu Lin, human resources manager of a Beijing-based British company.

As the market becomes more diverse, people are now searching for service or tailor-made items that make their life more convenient or set them apart from the herd. Young girls can order cosmetics customized for their skin types, travel excursions can be planned online to meet the specific needs of travelers and mobile phone users can get their own customized ringtone at the press of a text message.

From the wealthy to common folk, and from 20 something to middle-aged white collars, buying customized goods has become a way of life, putting consumers in touch with finding their individual voice in a changing China.