Back in 2012 we opened a small kilt shop in Scotland. Not a big plan, no grand vision document, nothing like that. Just a genuine frustration that the kilts available to most people were either poor quality, poorly fitted, or both. We thought we could do better. Turns out we were right.
From the very first order we made everything custom. Your measurements, your tartan, your length. Not the nearest size we had in stock. The kilt built around you. It took longer. It cost more to produce. Customers noticed the difference and they told other people. That was the only marketing we had for years and it was enough.
Twelve years later we are still doing it the same way. The scale is bigger. The team is bigger. The number of tartans we carry has grown from a couple of dozen to over a thousand. The method has not changed at all.