Tailored men's suits tap into risng trend

By Wang Zhuoqiong (China Daily) Updated: 2015-11-02 07:48

Suitsupply imports raw materials and fabrics from Italy, and makes about 40 percent of its output in China.

According to a survey last year by Mintel, more than 75 percent of men polled agreed it was important to look well-dressed as it reflected their persona and level of education. And more than half agreed it was important to keep up with the latest trends.

But the chase for must-have fashion, especially at menswear stores, can easily punch massive holes in the wallet. Online shopping, known for its bargain price sales, can be an alternative, Mintel research highlighted.

Even so, Suitsupply has performed well not just because of its Internet presence. It also has "different" bricks-and-mortar outlets.

Run as a vertical model in the mold of major brands such as Zara and H&M, the company is looking to increase its market share.

"Tailoring always feels very established," said Jong. "We have a more unsystematic approach to it. We convert interesting big spaces like an old church, a penthouse office or a big Soho loft into a comfortable and relaxed environment for our customers."

True to that philosophy, Suitsupply has transformed an old building in a traditional Shanghai alley into a boutique complete with bold colors and antique furniture.

Jong said having one's own space works out cheaper than putting up a store in a mall or shopping center.

Another aspect of the Suitsupply strategy is to not to advertise in glossy magazines or on billboards. Instead, the firm relies on customers' recommendations and reviews.

It also believes in spending liberally on training for its in-store sales people. For instance, the staff at Suitsupply's new Shanghai store were flown to the Netherlands for three-month training.

That sort of investment, Jong said, is necessary because "men shop differently from women". Well, women browse around, he added. "Men are more specific. That's why it is important for us to have locations like this."

Jong plans to open a few more stores in China. Suitsupply is looking for suitable places in cities such as Chongqing and Chengdu. But the focus remains strong on its online channel.

According to S&P Consulting on China Apparel Market Report 2013 and 2017, customized clothing is a natural trend for the apparel industry in the country, where consumers have grown increasingly aware of tailoring services.

Customized men's suits online have drawn more attention and investment. IWODE Trendy Tailor, an online-and-offline store offering customized service to customers in Guangzhou and Shenzhen in Guangdong province, is a prime example.