What is the difference between a briefcase you keep forever and one that lasts a year or so? The answer could be as simple as a word. But not just any word: one chosen by the person doing the purchasing.

Yes, we are talking about personalisation. And yes, though it has been a niche business for a long time, it is becoming increasingly mainstream.

According to Anita Barr, Selfridges’ director of men’s wear, “Personalised clothing may once have been seen as the preserve of the wealthy but today’s everyday market is more demanding.” Recently, for example, Selfridges held a “monogramming weekend” and sales of men’s brands William & George and Smyth & Gibson rose 65 and 38 per cent respectively. Selena Gibson, co-owner and founder of shirt makers Smyth & Gibson, says, “Over the past year we have witnessed demand for personalised shirts increase dramatically.”