Growing sustainability awareness is encouraging more consumers in Qatar to repair, alter and reuse clothing instead of replacing it, according to the founder of Stitch by Salma.
Speaking to the Gulf Times, Umme Salma said the trend reveals a growing preference for quality, durability and better value, even as fast-fashion retailers continue to expand.
She explained that sustainability increasingly complements practical considerations such as affordability and long-term value when consumers decide whether to repair, alter or commission their garments.
“Many customers appreciate that repairing or altering a garment reduces waste and extends its lifespan. When commissioning bespoke garments, customers can also choose fabrics, designs and finishes that align with their preferences, resulting in pieces that are worn and valued for much longer,” Salma said.
She stressed that mindful spending, quality craftsmanship and durable garments are helping drive a more sustainable approach to fashion consumption. Tailoring and bespoke services, she added, are playing an increasingly important role in reducing textile waste while enabling consumers to get more value from their wardrobes.
Salma said fast-fashion brands have not undermined tailoring businesses. “We do not necessarily view fast-fashion brands as direct competitors. In many ways, they create additional demand for tailoring and alterations,” she said.
She explained that affordable ready-made clothing often requires resizing, hemming or customisation, particularly in the Gulf, where appearance, comfort and modesty are important considerations. Garments purchased online also frequently require adjustments, allowing tailoring businesses to add value beyond the original purchase.
Salma also noted a shift in consumer behaviour, with shoppers becoming more selective and placing greater emphasis on craftsmanship, longevity and value.
“While there will always be demand for affordable fashion, many consumers are looking for garments that offer better quality, comfort and longevity. Customers are increasingly aware that investing in a well-made piece can provide better value over time than repeatedly replacing lower-quality items,” she said.
According to Salma, this trend is especially evident among professionals, families and customers buying occasion wear, for whom craftsmanship remains a key consideration.
Rising living expenses have prompted more consumers to extend the life of their wardrobes by repairing, resizing and updating current garments. “Customers are finding practical ways to refresh existing pieces at a fraction of the cost while maintaining a polished appearance,” Salma said.