InStitchu, which launched its purely online business in 2012, says after analysis of online metrics and customer interactions, it has now adopt an online-offline hybrid approach to increase online traffic and sales.
The initial online launch meant InStitchu customers would measure themselves and design their garments without needing to step into a retail outlet.
According to James Wakefield, co-founder of InStitchu, the launch of the second showroom, and plans for four further showrooms, highlights the importance of a balance between online and traditional retailing.
Wakefield said that, similar to the George Street Sydney showroom, the new heritage Melbourne Lonsdale Street store– at 358 Lonsdale St - incorporates “a mix of old-world charm and luxury, where customers can be fitted by experienced professionals, and try on physical samples.”
“They can get a feel for the quality materials, while enjoying some of the traditions of a suit fitting. The experience also incorporates technological elements from InStitchu.com, to give millions of combinations of fabrics, colours, styles, and designs.
“The majority of our suit orders are made directly online, where we have simple guides and video instructions for customers to measure themselves.
“For those who prefer to come into the showroom, however, we’ve created a tactile experience that gives them the confidence that what they are ordering is in line with how they pictured it.”