Massimo Dutti Personal Tailoring Refresh
I first reviewed Massimo Dutti’s Personal Tailoring product three years ago. The made-to-measure ‘tailoring’ concept was a straightforward adjustment of a Massimo Dutti suit block. Once the jacket size with the best fitting shoulders had been selected, the tailors set to work with their pins pulling in the waist, removing excess fabric on the arms and correcting the height of the trousers.
Styling options were limited. The only choice was a single-breasted suit with standard width notch lapels; a classic no doubt, but very basic. There were different swatch books representing different price points, using fabrics from the likes of Cerruti and Loro Piana, mostly in greys and blues – very sober, very sensible.
There were some great touches; horn buttons for braces, fine finishing and raised stitching on buttonholes. However, there were also some frustrating limitations. Only one pleat was possible, not two, and the standard trousers came with belt loops but were not available with side adjusters. Waistcoats were possible, but only in a single breasted design.
It was good. It just wasn’t great. By comparison with the possibilities for personalization with bespoke tailoring, it was a creative straitjacket.
It’s fair to say now that Massimo Dutti’s improved Personal Tailoring service is a little better.
Firstly, the ‘double’ options have opened up. Double-breasted suits, and double-breasted waistcoats, are both available. And double pleats on the trousers? Absolutely.
Secondly, the fabric selection has been ramped up. There are now three distinct suppliers of fabric, forming three price levels for the service. The first level is Vitale Barberis Canonico; the second level is Loro Piana and the top level is Scabal – a nod to Massimo Dutti’s determination to bring a little Savile Row to their very Italian stable.
Given Massimo Dutti’s high street status, there will likely be a few raised eyebrows that they are using fabrics from such esteemed mills. After all, these names are normally associated with the grand tailors from Savile Row, Paris and Milan.
Personal Tailoring now has three distinct collections: Extreme Lux, Business Lux and Country Lux. Massimo Dutti explains “…each collection has a limited edition range of fabrics and colours.” In other words, each collection ‘design’ has a limited run and is then refreshed with different fabrics – an approach that is very familiar to holding company Inditex, owners of fast-fashion masters, Zara.
At the heart of these changes to Personal Tailoring is a man who holds the title of Duke of Feria. He is the head of an ancient aristocratic family that traces its roots back to the royal family of Aragon. His name, Rafael de Medina, might not be familiar to readers, but he is one of the most celebrated members of the Spanish nobility; a tall, striking man with the looks of a Ralph Lauren male model who once ranked on Vanity Fair’s International Best Dressed List.
“When he came along” the tailor said shaking his head “he said everything, the way we were doing the Personal Tailoring, was not good enough. It wasn’t good enough for Massimo Dutti.”
Appointed as Director of the Personal Tailoring offering at Massimo Dutti, after setting up his own clothing venture Scalpers (think of a Spanish J.Crew) Rafael de Medina oversaw some vital changes to the limited and, arguably, half-hearted Personal Tailoring set-up.
In addition to the introduction of the three collections, there is a Personal Tailoring ‘Paper’ (currently in Spanish only), an upcoming Premium Area where customers can access their account, view their orders and even place more orders – much like an online-only tailor – and accompanying shirting and accessories which match the look of each collection.
As before, you make an appointment with the Personal Tailoring tailors and they hand you a jacket in your rough size (36” for me) to try on. In this case, they had a 34” that fit better in the shoulders. Then, you repeat the process for the waistcoat and trousers.
They pin all over the jacket, waistcoat and trousers to learn how much each item needs to be adjusted from the block when it is made by the company’s tailors in Portugal. The whole process takes about 45 minutes.
Then, the order is placed once you select your fabric and details.
I chose a subtle charcoal Prince of Wales check from the Vitale Barberis range. The stylistic choice was the Extreme Lux collection: wide peak lapels, a double breasted waistcoat and double pleated trousers with turn ups and side adjusters. I selected dark horn buttons and a Burgundy lining to finish it. After the soberness of the previous fabric collections, sensible cloths still prevail but there are now some exciting patterns (thick chalkstripes, Prince of Wales checks) to complement the plain blues and greys.
The price for this was £390 for two-piece suit, and an extra £90 for the waistcoat, making a total of £480. This is the entry level price, so is significantly more than the £380 being charged in 2013.
Waiting time for the suit was a little over a month, which is the standard for Massimo Dutti, however, the trousers that came back were wrong. It turned out the high waisted trousers I had selected were only available flat-fronted. So, the first pair of trousers did not have the requested pleats. It was slightly shocking that the makers in Portugal did not contact the store and tell them this, particularly as I was told I’d have to wait another two weeks.
It was a little over three weeks when I called up to find out that the new trousers were ready, so in total it took nearly two months.
Remembering how I had been impressed with the quality of two previous suits from Massimo Dutti Personal Tailoring, both in fit and finish, I was a little hesitant to get my hopes up that this could be any better.
However, I needn’t have worried. The finish was every bit as good and the fit is arguably better.
The standard construction of Personal Tailoring suits is half-canvas; you pay extra for full-canvas construction. Nevertheless, the body of the jacket drapes beautifully. Admittedly, there is very little sculpting on the waist characteristic of fine bespoke, but then this is made-to-measure and it’s hardly a blocky shape.
Again, Massimo Dutti triumphs on the excellence of the finish. Buttonholes are carefully stitched, buttons are high quality. The use of a good fabric definitely improves the overall suit, and like a ‘bricks and mortar’ tailor, it definitely helps being able to choose the fabric in person.
Fit: 8 out of 10 – A very good fit, given that this is made-to-measure adjustment of an existing block. It’s not perfect, and so anything higher than 8 out of 10 feels a little punchy; armholes not as high as they could be, waist could be more suppressed. However, it’s way better than off the rack suits from high-end retailers that cost 2-3 times more. Would be keen to try the double-breasted suit to see how it compares.
Fabric: 9 out of 10 – Definitely one of the main reasons to go for Massimo Dutti over similarly priced internet tailors is not only the process of choosing the fabrics (in-store, touching and comparing) but the quality and range too. The fact that they now have collections from three very highly esteemed mills including Scabal and Vitale Barberis is a major selling point.
Quality of finish: 9 out of 10 – Outstanding for this price point. It feels more like a garment from a tailoring house than a mid-market high-street store. It’s not exquisite – no showstoppers like Milanese buttonholes – but it’s very, very competent.
Service: 5 out of 10 – Where Massimo Dutti falls down is service. It’s a shame to say it, but service quality on this outing was poor. It had been excellent on the two previous occasions, so perhaps this was a one-off, but there were a number of issues.
The first issue was the lack of communication between the suit makers in Portugal and Massimo Dutti tailors in London on the trouser issue. Massimo Dutti did apologise for this, but no other dispensation was offered. Given this resulted in a heavy delay, this is disappointing. I had to chase the tailors for updates and my calls were rarely returned. When I paid for the suit, I was initially charged more than I should have been, and had to indicate this to the sales staff.
A lot of this is down the fact that Massimo Dutti is a high-street shop – not a tailor – and their staff are busy with other things. Their level of service training is therefore bound to be somewhat lower and less experienced. It could be that staff are overworked in store; rushing back and forth from stock rooms, dealing with tills, customer enquiries etc. If so, some system needs to be implemented to help them. These aren’t ‘budget’ MTM suits, and Massimo Dutti’s positioning in the mid-market of menswear needs to accord with a slightly higher service level than the mass-market.
Overall satisfaction: 8 out of 10 – This feels harsh, as I am very happy with the suit. However, I’m not rushing back there just yet. Good things come to those who wait, and I have no problem with the time it took to receive the suit. However, this did not fill me with confidence on the service front. This needs some serious work if Massimo Dutti is going to differentiate itself from ‘other high street’ brands that it considers itself superior to. The product is stronger on this occasion; as it should be for a 25% markup in just 3 years. The service needs a bit of work, and hopefully the introduction of the Premium Area (through the website and app) where “you’ll be able to see all your orders, place new ones, manage your appointments…” will add some degree of access and reassurance that is currently not possible through the existing medium of individual contact with the tailors.