Home Industry Strategy InStitchu expands with tailored online/offline approach

InStitchu expands with tailored online/offline approach

Online men's tailor, InStitchu, has gone offline again, opening a second shop-front, this time in Melbourne, following the launch of its flagship Sydney showroom late last year.

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.

“For us it’s about matching the customer with the perfect suit and if we can build the confidence of consumers, it can last throughout many purchases. Our research shows that once fitted in a showroom, the majority of customers will then complete all future orders online.”

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.”


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Peter Dinham

Peter Dinham is a co-founder of iTWire and a 35-year veteran journalist and corporate communications consultant. He has worked as a journalist in all forms of media – newspapers/magazines, radio, television, press agency and now, online – including with the Canberra Times, The Examiner (Tasmania), the ABC and AAP-Reuters. As a freelance journalist he also had articles published in Australian and overseas magazines. He worked in the corporate communications/public relations sector, in-house with an airline, and as a senior executive in Australia of the world’s largest communications consultancy, Burson-Marsteller. He also ran his own communications consultancy and was a co-founder in Australia of the global photographic agency, the Image Bank (now Getty Images).