November 7, 2005
A conversation I’ve been having with a lot of people recently:
The long-term value of English Cut comes not from the profit margins of each $3,000 suit, or how brisk sales were last month. The real value comes from happy customers, who continue to dig what we do over the long haul. It is not uncommon for an established Savile Row customer to spend twenty, fifty, a hundred thousand dollars on a wardrobe over time. A good Savile Row tailor will easily have a few hundred customers on his books, by the time he’s established his reputation. Do the math.
Another thing I’m fond of saying:
Blogs, when they work, are cheap and easy.
But of course, society has taught us you can “only” make money by doing stuff that is expensive and difficult. To me, this explains the cultural resistance blogs first encountered. Too many people had little buzzword-infested, top-down fiefdoms to protect.
Sure, making a hand-made suit from scratch is a pretty complicated business. But does that mean the marketing & communication has to be?
[Speaking of long-term value:] According to the logs, Google drives roughly 5 times as much traffic to English Cut than Yahoo. Rock on, Google.
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