Great Quality Suits, But How To Sell!?

[franktailor]

Hi folks,

So my business partner and I own a label that recently launched our first collection, featuring 100% wool slim fitting suits, 100% cotton shirts and handmade ties and pocket squares. The suits are our main product because they are honestly amazing quality, we have spent a hell of a lot of money and time working with suppliers, perfecting them and getting the right material at the right price to allow us to profit whilst still retailing them at just £125. We have had incredible feedback from every one that has purchased one.

The difficulty we are having is one that we did predict in that the market for buying suits online is a difficult one to crack, it's not like selling t-shirts, people want to try on the suits. We obviously considered this before but banked on at least a small number being willing to take a punt on it due to the quality of the fabric and the comparatively low price. Google is a hard nut to crack anyway, but with the help of google adwords and our own SEO efforts we are gradually making progress (but it is still early on). Facebook adverts have not worked for us to date and we are just about to launch an email marketing campaign. Twitter has helped because the feedback of others has helped, but we don't really want to rely purely on this.

So to my question - Does anybody have any advice on how we would get these into retail stores, or any other suggestions to increase sales? I can't stress enough the quality of the suits, anyone who sees them is amazed at the quality and price, but because people can't see them (only in the pictures on our website), we are struggling to really make the most of this. Because we know how well they will sell, we're happy to consider any option to get them in front of customers - paying to rent a rail or small section in an existing clothes store, providing them to stores at no cost on a sale or return basis. As soon as stores or customers see how good the suits and especially for the price, we know they will sell, but it's getting them out there in the first place - how do we do it?!

Possibly naively I assumed that having a great product was 90% of the work, but at this stage it seems that it's just 10%, with 90% being the business side. Any advice would be hugely appreciated!! (and rewarded with a tie pin if you want one!)

 

[billie1]

I think you do have some good ideas like renting a space in an existing clothing store and providing them to stores on a sale or return basis. It's difficult for people to purchase suits online as the fit can vary.

Another thing you can do is approach men's stores like Ciro Citterio and Moss Bros and see if they will stock your suits.

 

[Billmccallum]

If the retail price is £125, what's the wholesale price? Do you have enough margin to offer to other stores?

 

[Lentinus]

Hmm... I think you may need to look at the fact that people will buy price. I have two shirts one I paid £10 for and the other I paid £55 for. Which one do you think is the better quality?

Now as yourself how you made that judgement?

Of course you can back that up with a whole story (on your web site) close ups of the detailing, history of the cloth, other work by the designer etc.

As Bill said above are you sure that there is enough meat in £125 RRP? With VAT and a large clothing mark up ?

You might consider a niche market for the suits or brainstorm an unusual marketing angle, but also I would think that the shirts and accessories would sell on line.

 

[franktailor]

Thanks for your input guys. We would be looking to sell to wholesale at about £50 which we feel would allow a reasonable markup but I definitely take into consideration that the low RRP does minimise opportunity for negotiation on this.

Lentinus you raise a very good point and attitude that is very understandable, but is something we're sort of battling against. If we had a shop (which further down the line we hope to be able to do), we could put the suits in front of customers and show them the quality compared to similarly priced or even much higher priced suits. But as you say, sometimes people assume that the suit won't be good because of the price.

Don't get me wrong, i'm not saying people who could afford to spend £500 on a suit would buy ours, but the £150-250 suits you get from M&S, Topman, River Island, even the likes of House of Fraser, are rarely even on the same level as the quality of ours. With the slim fit design and existing marketing efforts we are very much targeted at the young professional market, but it's getting round the fact that people want to see suits before they buy them that is proving to be our biggest challenge. Personal recommendations have already proved to be the most effective form of advertising for us, but I'm keen to accelerate that rather than just sit, wait and rely on others to spread.

I appreciate you getting back to me though and your comments, I welcome any input you may have, if you DM me your addresses I will get you a tie pin sent out!

 

[bluejeans]

You should draw up a list of stores that you want your product in. If they are big chains, you'll have to make appointments to see buyers but if they're small independent stores why don't you send them 2 suits with your compliments? They are theirs to keep - that'll motivate them to sell. Keep in contact with them to get feedback and hopefully more orders that they pay you for.

 

[Lentinus]

Hmm so here is a question for you. If the low price might be putting people off, and the low price will make getting retailers interested difficult (I think 2-300% mark up is normal - but not my area), and if the quality you supply is normally much more expensive.... Why not put the price up? Many people will tell you that "being the cheapest" as a USP is the road to hell!

For marketing you might consider a pop-up stand in an area frequented by your target market - shopping malls might be difficult due to the competition but there must be other locations.

If you have large corporations that employ your target market you may even be able to do a deal with them for a pop up in the foyer! Also gyms, hotels etc.

Thanks for the offer of a tie pin.

 

[beasty]

My first thought is 125 is very cheap for a suit!

You cannot simultaneously shout about quality and then undercut the market price

Ok, its BEST VALUE, but I would be put off, number 1 a suit at 125gbp sounds cheap and number 2, your rivals charge more.

If your suits have a realistic rrp value of 250, why not sell them at 250? THEN compete on quality rather than price.

A 175gbp margin v a 75gbp margin

Would your sales drop to 40% of current if you did this?

i.e. how price sensitive are your customers... I would not buy a suit that was so cheap, there is a minimum price I would pay (Maybe stupidly) but for suits 125 is a cheap suit and I am not wearing a cheap suit....

I have sent you a pm.. keen to see your site.. thanks

 

[GodOfSEO]

You can sell just about anything via eBay - Get some rep together on it and you'll be profiting in no time!

Also, run some free Gumtree (and maybe other classified Ads sites) with a phone number/address of where people can come and get the suits fitted.

You could even do a campaign where you do a discount basis if people are looking for jobs, could drum up a bit of viral curiosity as well

 

[Grumpybloke]

For a start, I'd get some better photos on your website. I appreciate they are slim fitting but to be honest, as someone who has been in the textile trade, I think they look like they "fit where they touch". The pic of the black suit makes me cringe! Get rid of the wrinkles at the top of the leg, and on the sleeve in the grey pic. I don't think the fronts look properly fused either, but that's only my opinion from a photo. That said, I think you'd be best approaching small independents as the big boys can always get on to the Chinese themselves.

 

[The Byre]

For a start, I'd get some better photos on your website. I appreciate they are slim fitting but to be honest, as someone who has been in the textile trade, I think they look like they "fit where they touch". The pic of the black suit makes me cringe! Get rid of the wrinkles at the top of the leg, and on the sleeve in the grey pic. I don't think the fronts look properly fused either, but that's only my opinion from a photo. That said, I think you'd be best approaching small independents as the big boys can always get on to the Chinese themselves.

Exactly that!

1. Get proper models and proper pictures made by someone who knows what they are doing! Why is the black suit modelled by someone who looks as if he desperately needs to go to the loo?

2. Get rid of the Flash content.

3. Approach small independent shops and have a killer brochure, with a better range of suits. Why is the top pocket at a funny angle? Where are the dark blue and dark grey suits? Where are the waistcoats? Where are the second pairs of trousers?

A suit for £50 wholesale? That's EXACTLY what they look like!

 

[RogerBa]

To be honest I may not be your target market as I'm a little older than the "young professional" but I spent over 25 years wearing a suit every day of the working week and must have had 100s.

I've considered buying suits online and looked widely, however I've never bought one feeling there are too many variables, the cloth, the cut, the style, the fit, jacket length, trouser length and waist etc, I know a short leg from one manufacturer fits well, from another it doesn't, sometimes I need a 40, occasionally a 42 by somebody else is the perfect fit, one mans short is another mans medium, I could go on but I'm sure you get the picture of my concerns.
Result is I won't buy unless I can try on, and I probably reject the most I do, when I get a great fit and size then I'll probably buy 2.

I would say the majority of my suits I've bought in the last 5 years fall into the same price bracket £100- £150, they are work suits so I'm not going to spend an arm and a leg on them but I do want to look smart. I have taken to "Outlet Stores" recently and do tend to find what I'm looking for there in that price bracket, and I would say the majority are pure wool.

I guess what I'm saying is that for me and I'm sure many others the feeling is that there are too many variables to buy without trying, a bit like shoes. So my advise would be to try and get them into retail stores, and if they really are that good then you can easily afford to increase the price, I know a lot of my former colleagues would pay £200 plus for a good suit, but I have never heard anybody say they got a bargain suit online.

Why not try some of the independent outlet stores, these are not £49.99 stores, suits are often several £100s with some mystical former retail of £850. A good rail full would probably be 40-50 suits and only experience would show if they could sell there, mix and match trousers and jackets has to be the way.

Just my thoughts and experiences that may help in some small way.

 

[Vectis]

Have to agree with some of the others. I wouldn't buy a suit based on the photos on your website - for the simple reason that I can't see the suit clearly enough. You need good photos, full length to show the whole suit plus close ups of the fabric, the waist of the trousers, the jacket etc etc. Even with all that I'd probably think twice about buying online.

 

[Ian J]

You should draw up a list of stores that you want your product in. If they are big chains, you'll have to make appointments to see buyers

I second this comment. If you want your product in stores you should make appointments with buyers and take sample suits with you or if face to face meetings aren't your forte then appoint a sales agent to do it for you

 

[garyk]

I'd agree with the others if the suits are as good as you say they are then they are probably too cheap. What about a pop-up shop in shoreditch (boxpark.co.uk) you really need to be operating out of a city centre, especially London. Or do what the far east suit makers do, rent a hotel room for a weekend and advertise in the local rags to get punters in. They typically do made to measure suits for approx. £400.

Good Luck!

 

[Grumpybloke]

Or do what the far east suit makers do, rent a hotel room for a weekend and advertise in the local rags to get punters in. They typically do made to measure suits for approx. £400.

Good Luck!

Yes but these people are not actually tailors who can do made to measure, they're just importing cheap stuff from somewhere. £400 seems a lot for the Far East. You can get a made to measure in Leeds for £500 or less,

 

[garyk]

Yes but these people are not actually tailors who can do made to measure, they're just importing cheap stuff from somewhere. £400 seems a lot for the Far East. You can get a made to measure in Leeds for £500 or less,

That matters not, what I was trying to say was they sell product without a bricks and mortar shop (with the lease and rates overhead). It might be less than £400 I can't remember exactly and I'm talking about the city (central London).

Gary

 

[franktailor]

Great feedback guys, I appreciate your comments. Particularly the comments regarding the photos, this is something I will look into rectifying straight away. It's great to get impartial views like this, and asking friends isn't likely to elicit that kind of honesty!

I know price is something that has been mentioned a few times here, but there is the potential going forward (when we can increase our order quantities) to make a good profit selling at £50 to retailers and whilst I don't know a huge amount about this route, there seems to be a good margin on both sides at this price. I appreciate what you're saying in terms of it seeming a bit too cheap, but we want to be in line with the likes of Topman, River Island, places like that, because once we are established and we can get our name out there, the price may not be enough to tilt it but the quality & price would. For £300 you can likely get a tailored suit in Leeds, and for £300 online you can get the full works - 100% wool, tailored, three-piece.

With The Byre's comments re. the blue suits, waistcoats etc, these are all in the pipeline. This is our first collection. By February we will have expanded this to include handmade British ties, our range of brogues, an increased range of shirts and our first blue suit. Over time our range will increase but unfortunately our budget again restricts our ability to have our collection feature everything we want it to.

Those of you who have commented that you wouldn't buy a suit online, I completely understand where you're coming from, you represent a huge part of the market that at this stage we simply can't reach. We knew that would be the case when we started, we were aware of the difficulties in that area. But as I mentioned I am confident in our ability to sell the suits when people see them. If we increase our prices we will lose our main selling point, because you can get tailor fitted 100% wool suits for about £180-200 online. They wouldn't be as good a quality, but we wouldn't be able to show that.

I wouldn't say our USP is being the cheapest, we aren't the cheapest suits, these days you can get them for £70. Our USP is value for money, you won't get a suit at this price that is as good a quality as this.

Our goal, regardless of the success of the website, was to set-up a shop in Leeds and I am hopeful of being able to do this within the next 6 months. In the meantime though we will definitely be looking for retail opportunities, particularly in the independent stores as many of you have suggested.

Thanks again,

Jamie

 

[HorseLatitudes]

I might have a suggestion but it depends on the style and look of the suit.

Is there anywhere I can get a look at these?

 

[franktailor]

If you could private message me I'll send you a link to the website

 

[HorseLatitudes]

If you could private message me I'll send you a link to the website

done

 

[garyk]

I'd like to take a look too please, I need to buy a couple more suits. If I can help I will as for the next few months I'm working mainly in the city of London anyway and if you have a postcard/small glossy marketing material happy to put it on a notice board where I'm working.

Gary

 

[10032012]

You say you making progress with SEO, but 5 minutes later I couldn't find your website.

http://www.franktailor.co.uk/collections/all

Had to use some initiative! First call was Google... when that failed try the name with .co.uk lol

If you do not rank well for any keywords in the early days, not too significant, but when you cannot be found by your company name... thats rather poor.

I think your biggest mistake is you don't have a brand, you have a logo.

Are you going to be a top-end brand, comfortable middle or low-end of the market? The way you market and present your brand then needs to have that in mind. I am the same as @RogerBa in regards to budget, don't want a cheap suit - it looks cheap, but I really do not want to splash out on a work suit either.

I have to admit I quite like your logo but being critical it shouts low-end-trying-to-be-classy. There has been successes with online clothes shopping (obviously referring to a little more substantial than a t-shirt) but people want to try on clothes and the high street clothes retailing will never die. However, when it comes to suits, I don't know anyone who would order it online and miss out on trying it on - not just if it fits but how it looks on the person.

The best way is to try and get into shops... but this means a high mark-up for them although at your current prices its still achievable if they are good enough to be a more expensive product at retail price. You need to get in front of some buyers, and gauge professional opinion.

 

[beasty]

Is there a demand for this as presented?

I like this company http://www.asuitthatfits.com/shop/index.php I would not describe them as high end, they are actual tailors and can make corrections for you if needed and they have days in cities so you can be measured up etc

Couple more things

FRANK TAILOR is a hell of a misleading name as you are not tailors and neither of you is called Frank to me this is almost a con, you are thinking you will get business using the name TAILOR, when you are not.

They may be nice suits, but saying HIGH END in a sentence to describe your own product does not in anyway sound high end nor are the suits beyond the normal high street standard it is actually a little daft sounding to me having looked at HIGH END tailors in the past (I never wear a suit now)

There are perhaps 20 HIgh End tailors in London and you are going from 1000 to 15000 for a high end suit Keep it real say great value or crushing the high street but not high end!

If you want truth.. I look at the images an my reaction is cheap I would not be wearing one the images put me off but also a suit at that price regardless of value is a cheap suit

 

[billie1]

I don't think the name is misleading at all. I think it's a great name, makes the company look professional which is what all companies try to achieve with a name. When I saw the word Frank Tailor, I automatically thought highend. And to be honest the suits seem to look well fitted.

All in all, not a bad price.

 

[Grumpybloke]

I must disagree! I think with the name "Frank" they are trying to conjure up an image of some old experienced tailor and as for the "tailor" part, well they are retailers, not tailors. I don't think the suits look well fitted at all, in fact I think they look a bit of a mess in the pictures.