Indochino: The Customer Experience From Online to Bricks-and-Mortar

Shopping of the Future: Customization and Personalization in Menswear

Flora Brunetti

Business Case
Source: Bloomsbury Fashion Business Cases
DOI: 10.5040/9781474208796.0063
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In the changing retail environment, the path to purchase and customer interactions with brands have become a challenge, with competition offering both experience and service. With a blend of personal interaction and technology, a retail business can offer a lot more to their customer in the hopes of creating a lifelong relationship with them. Technology has become more advanced and in order to survive, apparel brands have to keep up with the speed and functionality of not only their competition, but consumers as well. Consumers today are armed with enough data to make purchase decisions and brand judgements before they even visit a physical retail location or browse a website. They are influenced by the mass amounts of user generated content, and advice from online review forums. This case study outlines the business operations of one made-to-measure menswear brand which hopes to change the way men shop for customized suits. Students will provide suggestions regarding how this company can successfully continue to build their business by reinventing traditional customer service and marketing models both in online and bricks-and-mortar shopping.

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