Bespoke

[Cornish Steve]

I find it fascinating how certain words work their way in and out of our vocabulary. I first heard the term bespoke two decades ago when working for a software company in central London. The term seemed to be quite technical, and I rarely heard it outside that industry.

I can't help but notice how frequently the word bespoke now shows up on websites (but only British sites). It appears on the home page of at least five websites operated by forum members. Not only that, those sites represent five completely different industries.

The word appears in my Oxford English Dictionary: "made to a customer's requirements". It does not appear at all in my Oxford American Dictionary. This raises an important point: Most English speakers outside Britain probably don't have a clue what the word means!

From a marketing perspective, let me ask you: Is the meaning of bespoke widely understood by the general population (because it wasn't when I lived in Britain)? What impression does the word create - sophisticated? professional? well-educated? Why use the word bespoke when there are perfectly good alternatives - such as custom, customised, or personalised?

I admit that I dislike the word bespoke; I prefer to keep my writing simple. I'm surprised at its increasingly common usage.

 

[LittleAcorn]

I was advised not to use the term 'bespoke' on my site. It is very popular on UK greeting card sites, however, in Canada it is not widely known or understood.

 

[Jayne]

I thought bespoke was term to do with quality chairs. Well you know, you learn something new every day :lol:

Strange term to use on a web site!

Jayne

 

[Stephen]

I read that it derives from the tailors term 'been spoken for', as in a piece of cloth has been, once a customer has requested the tailor make them a suit.

Trying to find a citation for this, I came across another anecdote about 'no strings attached'...
http://www.englishcut.com/archives/000055.html

 

[SmallBizSoftware]

In my world it means difficult to support, expensive, without lifecycle management, no upgrade path;

all of which spells disaster.

 

[kyber]

Er, we use bespoke on our Couture Dressmaking and Tailoring site. From time to time we have used it in adwords campaigns and it has done well.

(We actually do not want USA customers. We have put a Union flag up and an image of GB onto to the website to try to discourage them ... we are looking to use other words they will not understand as well such as fortnight.)

 

[Rob Holmes]

Bespoke to me says customised and specific to my needs - strange thing, different peoples perceptions.

We've just switched to purely bespoke hosting packages, but we don't use the word.

Rob

 

[epiphany]

Bespoke to me says customised and specific to my needs - strange thing, different peoples perceptions.

same here

 

[fastfences]

Hi all,

I, too, hate the word, which seemingly adds a bit of 'toffeeness' to the product. Won't find it on my site, but I do a lot of 'custom designs'. Why would one find it in an 'American' dictionary? They've discarded most of the purities of English. Fancy spelling 'sox' and taking the 'u' out of colour, flavour etc.

And what is it with you Steve - all this time spent 'sussing' our sites 'cause you miss England so much - you just trying to keep abreast of all the lingo? Don't you have some alooominum to go and shine or something? And what about 'baps' and 'baguettes'; bet you don't don't have those either!!

But I bet you've got a 'Ranch Wagon' or 'Truck' to ferry yourself around in. Use a bit of gasoline though! Guess you fill it up after passing through Macca's for the conveniences!

Best regards, Nigel

 

[Cornish Steve]

But I bet you've got a 'Ranch Wagon' or 'Truck' to ferry yourself around in.

Funnily enough, we do own a 12-seater van. Yes, on long journeys we do associate the golden arches with convenience breaks - which, since we have six children, seem to be necessary every twenty minutes!

Occasionally, I mention topics that I think might be of interest to forum members doing business overseas - which is why I started this particular message thread. Some of the websites on which I spotted the word bespoke are designed to attract customers from overseas. I thought it was important for the site owners to know that, inadvertently, they might be confusing international customers.

Whoops. It's time for me to shine some alooominum.

 

[Geniey2g]

I only discovered the word "bespoke" about 4 years ago- in an A Level IT exam! This would lead me to believe that "bespoke" is taken to be a commonly known word. However, to me it's more suited to things like IT systems and shoes than say clothing, for example.

 

[annethedonn]

Well all my services are bespoke! Read into that what you will!

 

[SuffolkDesigns]

"It's just the past participle of the verb "bespeak," which means "to arrange" or "to order." Something that is "bespoke" has been made to order, as opposed to being purchased ready-made."

Kinda applies to anything really.......

Although I do like the other definition on http://www.word-detective.com/back-h2.html (scroll down 1 page) about the "magazine writers"

 

[daveashton]

we did a small survey for a software development company3 -4 years ago on this subject and everyone agreed that it implied a few things:

The Perfect fit solution
A longer delivery time

What was more interesting was the negative connotations

In sole traders and SME's (defined by them as less than 25 people and turnover of less than 5 million) the biggest thing that worried them was price.

In companies over 50 people or larger than 10 million the concern was long-term support & would the company actually deliver and all were looking for certified project managers.

The middle ground was mixture of both.

 

[MadMike]

We use the word bespoke for all printwork that isn't regular, all orders that require a special touch to it other from the standard jobs. Check us out while you're at it! www.inkpressive.co.uk for your flyers - business cards - posters - etc etc

 

[Deleted member 3454]

Well all my services are bespoke! Read into that what you will!

Mine too.

That's the nature of the way VA's work - each client has different needs and a VA tailors the service provided to suit the client's needs.

 

[directmarketingadvice]

It makes me think of tailoring.

A number of years ago, I was involved in the design of what I referred to as "custom software".

If I had used "bespoke" with my clients, I reckon I would have been cruelly mocked, but maybe things have moved on (and we live in a more tolerant world).

Personally, I'd rather use something like "tailored to fit your needs" than "bespoke". It's more graphic and unlikely to incur the "be-what?" response.

Steve

 

[Twokids]

Hi I am late to this post - but it raises some interesting points!

Some years ago my old company was in competition with a French company for some business in China.

We lost.

One of the reasons was that the French companies proposal was 'more understandable' to our Chinese prospects. In our innocenece we could not believe it ( the proposal was written in English - and we are the Englishmen aren't we???- Surely the French had no chance).

It turns out that the French used idiom-free 'americanised' english - an english that both the French and Chinese were taught at business school.

So we used 'bespoke' - they used 'customized'

To use ( in conversation ) the phrase ' I'm not with you' - the Chinese would have thought that meant 'I am against you' - the French would have said 'I do not understand you' - and the Chinese would have understood perfectly.

With UK customers I prefer to use idiom, hyperbole - anything that colours the speech because I think it's less boring for the customer - and I hate 'Americanisms'.

I must remind myself that with customers who have English as a second language that I need to be as bland as possible - otherwise some Frenchman will get the deal.

So I will force myself to say 'vacation' 'elevator' 'sidewalk' and all the other loathsome words to ensure I am understood.

Have a nice day!

Jim

 

[Cornish Steve]

One of the reasons was that the French companies proposal was 'more understandable' to our Chinese prospects. In our innocenece we could not believe it ( the proposal was written in English - and we are the Englishmen aren't we???- Surely the French had no chance).

It turns out that the French used idiom-free 'americanised' english - an english that both the French and Chinese were taught at business school.

Jim,

Your anecdote expresses the point far more clearly than my original message (which seems to have been misunderstood by some). If a website is aimed at local visitors only, it's fine to be idiomatic; if a site is intended for international visitors, it's important to use language that is understood by all.

It's said that English is the language of business. While this is increasingly the case, it's global English and not local English. There's a subtle difference.

 

[MichaelG]

In my world it means difficult to support, expensive, without lifecycle management, no upgrade path;

all of which spells disaster.

Bespoke means you get what you need and not what other people think you need/want.

It does not have to be expensive - it depends on the technology partner you use

There is always an upgrade path - controlled by the end-user or business.

Lifecycle management? come on ... If you spend time with the end-user, understand their needs today and tomorrow and build in the necessary flexibility and use the right technologies - you can't go wrong.

The main problem with bespoke is that, a lot of SO CALLED technology experts don't really spend enough time to understand business needs/objectives.

One day I will write an article on this subject.

By the way - every website is bespoke in some way (design, layout and content - at least)

And if other countries don't understand or use the word "Bespoke" - than we need to educate them.

 

[Anonymous]

Ive choosen to use bespoke..because an unfamiliar word can make people stop and look and it says perfectly what i offer

 

[Cornish Steve]

I must remind myself that with customers who have English as a second language that I need to be as bland as possible - otherwise some Frenchman will get the deal.

And if other countries don't understand or use the word "Bespoke" - than we need to educate them.

To win international business, it's important to understand the customer's perspective. It's fair to say that education is important when a subject is complex, but I don't believe that is the case here.

Ive choosen to use bespoke..because an unfamiliar word can make people stop and look.

This is a valid point.