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Great point! We are working on getting our prices down. But we are still less expensive than off the shelf Lacoste or Ralph Lauren Polo (which range from $95

by jontang 14y ago

Great point! We are working on getting our prices down. But we are still less expensive than off the shelf Lacoste or Ralph Lauren Polo (which range from $95 - $145 retail). And we believe our quality is higher. Plus, we are custom. I like your second point as well. With dress shirts, precision is extremely important to get the right fit, especially in today's style trends towards tighter fitting clothes. That is why so many measurement points are needed when getting custom fitted. With polo's and other casual wear, because of the way the garment naturally drapes, we don't need to collect the 12 or more measurements needed to get an ideal fit. If we can hone in on your general body type and make adjustments to bottom length, sleeve length and body width. We can get darn near close to the perfect fit. Make sense?

philip1209 14y ago
Yes. I don't know what your target demographic is, but your fabrics seem to target a younger, less stylistically-aware group that doesn't align with your price points and level of detail. For instance, half of your fabrics are horizontally-striped, which I would consider both an immature look and stylistically unsound (with vertical stripes considered 'slimming'). I associate Lacoste with consumers who try to compensate for style sense with money - like the 'Rock and Republic' of polos. The Lacoste shirts cost $90 apiece, but even their "!" slim-fit line still are cut like squares. I don't think this is your crowd who cares about fit. Consumers in the $100-200 polo range are used to higher quality items rather than striped/branded items - e.g. the Ralph Lauren Black line is in that range, and the whole line focuses on Italian cuts and fabrics with no visible branding. If I were in your position, I would offer less fabrics and of higher quality with marketing to target more of the Tom Ford-wannabes. Something along the lines of "Fit Frames Quality." You could offer almost a luxury fabric menu in basic colors that really tells a story of the piece of cloth, helping people to become more viscerally attached with what they wear. With a current slogan of "Be Unique," I think you are skirting the fact that people willing to go through the rigmarole of customization, test shirts, then the custom manufacturing process are pursuing a display of flawlessness. The advertising fails to capture this desire for perfection - you are selling choice, when I think that you need to highlight the intersection of fit and quality. Furthermore, monogramming is a must-have feature.
- jontang 14y ago
  Great points! Would love to discuss with you more offline. We source some of the highest quality cotton available. We use essentially the same quality that you might see on a Cuchinelli, Zegna or Kiton polo - which retail for $250 - $400 at Niemans or boutiques. We sell our polos, private label into some high end boutiques for $175 and $195 (retail)- using the same fabric we offer online. I agree, we need to do a much better job at marketing and branding though. And I really liked your comments about creating a visceral attachment to the garments. Stay tuned for that and please stay in touch with us! Are you in marketing?
  - philip1209 14y ago
    Shoot me an email - I am interested in talking more. Mail@philipithomas.com. I'm an engineering and physics student who, among other ventures, owns a marketing automation company and who appreciates clothing. On a bit of side note, I'm excited to be meeting Daymond John from Fubu and Shark Tank tomorrow!
    - jontang 14y ago
      Ahh... Marketing Automation! I founded a Sales Automation (CRM) company prior to this, Salesnet. We were acquired by RNOW (now ORCL). I also ran a small marketing automation co for a year. Lots to chat about. Good luck with Daymond. We are linked on linkedin but have never met him.
  - philip1209 14y ago
    One other note: Advertising for women sometimes focuses on finding that 'perfect black dress' (in ads ranging from the dress itself to deodorant) - I wonder if your company could create the 'perfect black polo' for men.
    - jontang 14y ago
      Black is certainly a popular color.

by jontang 14y ago

philip1209 14y ago

Yes. I don't know what your target demographic is, but your fabrics seem to target a younger, less stylistically-aware group that doesn't align with your price points and level of detail. For instance, half of your fabrics are horizontally-striped, which I would consider both an immature look and stylistically unsound (with vertical stripes considered 'slimming'). I associate Lacoste with consumers who try to compensate for style sense with money - like the 'Rock and Republic' of polos. The Lacoste shirts cost $90 apiece, but even their "!" slim-fit line still are cut like squares. I don't think this is your crowd who cares about fit. Consumers in the $100-200 polo range are used to higher quality items rather than striped/branded items - e.g. the Ralph Lauren Black line is in that range, and the whole line focuses on Italian cuts and fabrics with no visible branding. If I were in your position, I would offer less fabrics and of higher quality with marketing to target more of the Tom Ford-wannabes. Something along the lines of "Fit Frames Quality." You could offer almost a luxury fabric menu in basic colors that really tells a story of the piece of cloth, helping people to become more viscerally attached with what they wear. With a current slogan of "Be Unique," I think you are skirting the fact that people willing to go through the rigmarole of customization, test shirts, then the custom manufacturing process are pursuing a display of flawlessness. The advertising fails to capture this desire for perfection - you are selling choice, when I think that you need to highlight the intersection of fit and quality. Furthermore, monogramming is a must-have feature.

jontang 14y ago
Great points! Would love to discuss with you more offline. We source some of the highest quality cotton available. We use essentially the same quality that you might see on a Cuchinelli, Zegna or Kiton polo - which retail for $250 - $400 at Niemans or boutiques. We sell our polos, private label into some high end boutiques for $175 and $195 (retail)- using the same fabric we offer online. I agree, we need to do a much better job at marketing and branding though. And I really liked your comments about creating a visceral attachment to the garments. Stay tuned for that and please stay in touch with us! Are you in marketing?
- philip1209 14y ago
  Shoot me an email - I am interested in talking more. Mail@philipithomas.com. I'm an engineering and physics student who, among other ventures, owns a marketing automation company and who appreciates clothing. On a bit of side note, I'm excited to be meeting Daymond John from Fubu and Shark Tank tomorrow!
  - jontang 14y ago
    Ahh... Marketing Automation! I founded a Sales Automation (CRM) company prior to this, Salesnet. We were acquired by RNOW (now ORCL). I also ran a small marketing automation co for a year. Lots to chat about. Good luck with Daymond. We are linked on linkedin but have never met him.
- philip1209 14y ago
  One other note: Advertising for women sometimes focuses on finding that 'perfect black dress' (in ads ranging from the dress itself to deodorant) - I wonder if your company could create the 'perfect black polo' for men.
  - jontang 14y ago
    Black is certainly a popular color.