Lawyer Wan Li poses with his new attire. [Photo by Wang Jing/China Daily]

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"The trend is also becoming apparent in second- and third-tier cities, which have greater market potential," Sharon Shen, an analyst at CMR in Shanghai, says. "The middle-class populations in some of these cities have increased more rapidly than those in first-tier cities due to favorable economic and development policies."

Principle M, a Beijing design studio, has officially been in business for only three months yet is already planning its moves in second-tier cities.

Established by two foreign men in early 2013, it started out offering ready-to-wear and tailor-made clothes exclusively for men. A year later, its owners decided to focus on customized pieces - packaged with image consulting.

"Nine out of 10 (Chinese) men don't know what they want, don't know what they should wear," Justin Kwan, Principle M's co-founder, says. "We help guys choose the clothing that works for them."

Many Chinese people are now earning decent money, says Du Yuchen, the studio's fashion director and head image consultant, but they don't know how to dress well.

"They have the money, but they don't know where to spend it," he says.

Before customers get measured for their suits or shirts, Principle M's image consultants consider factors such as their skin tones, physiques and facial shapes, as well as their professions.

The consultants then help the men decide the details of their clothing orders, like fabric color, collar shape and placket type.

The studio's suits, made from Italian or English fabrics, have three price points: 5,800 yuan, just under 10,000 yuan and 15,000 yuan. Almost three-quarters of its clientele are Chinese, most of whom are 35 to 50 years old, married with children and have well-paying jobs.

Demand for the company's products and services has grown much faster than expected, Kwan says.

He has just doubled the number of image consultants and is on the lookout for more.

Besides getting style advice from GQ.com and his girlfriend who works for a Chinese fashion brand, Wan has also sought out Principle M. He is planning to order more clothes from the studio, but at the same time is not getting rid of his old wardrobe.

It helps if a lawyer dresses conservatively when he goes to court before a judge, Wan says. That means dark suits and black leather shoes only.