January 25, 2006
avoiding the commodified, fashionista hell hole
Thomas is down in London today, talking to a shirt manufacturer.
The current plan:
1. Make a limited number of insanely expensive bespoke suits every year.
2. Make an unlimited number of insanely expensive shirts every year, selling via an e-commerce website.
3. Forget massive retail operations and extensive line extensions. Just focus on a few core items, and make it easy for people to shop online.
4. Keep it all “Made in England”.
There’s an interplay here between the quality of the suits, the quality of the shirts, the dialogue happening on Thomas’ blog and the actual shirtmaker who manufactures for us.
A reader left the following comment on English Cut:
Fascinating post as usual. I get such an education reading this site. For those of us who grew up well outside the realm of Savile Row, it feels like secret society information is regularly dispensed here. I’m sure your blog is doing more Savile Row and Jermyn Street than anything else for a century. I think you really fill a need for people who want the best, but have remained ignorant in the dark surroundings of today’s popular culture. Thank you for lighting the way for us.
If that’s not our target market, I don’t know who is. Somebody who wants the best, enjoys learning about it, but still doesn’t want a lot of fuss.
A far cry from the commodified, fashionista hell hole that is contemporary luxury retail.
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Hey Hugh,
see, you are coming to Geneva, to speak at the Lift-conference and unfortunately I can’t make it there. But as I live in Geneva, I would have a special wish, could I get a personal cartoon from you?
simply: thanks!
Sarah
I hope the shirts idea will fly for you but does’nt ‘insanely expensive’ smell of ‘overpriced’? Not really for me to say — you’re the marketing guy but would’nt ‘insanely well made’ be more alluring. Maybe you are relying on the ‘expensive=good’ theory. Good luck anyway.
Well, we’re certainly not going into the “insanely cheap” business, Andrew
Besides, our stuff is actually really good value for money, for what you get. I know some folk that sell their suits for about 3 – 4 as much as we do, and they’re not nearly as good as ours.
You might want to have a look at these guys:
http://www.btailoring.co.uk they make bespoke suits using traditional techniques and are very smart! Plus they will come and vist you!
In that case should’nt they be ‘insanely cheap’?Mind you, has a certain ring about it — theinsanelyexpensiveshirtcompany.com. I’d buy one — but I’m insanely rich
Ahmen my brotha, I say hell-yeah!