Wakefield says their success in convincing men to buy suits online has come partly through educating the market about what is possible in terms of customised product,but also,by making purchases risk free.
"We had to analyse all the barriers that prevents someone ordering online…We have free shipping and a perfect fit guarantee – even if someone gives us incorrect measurements,we'll pay for it to be altered locally or remade free of charge,or give their money back,no questions asked,"he says.
Success may have come quickly for Institchu,but credit must be given to Wakefield and McGowan's ability to turn on a dime.
When they realised their initial dream of a pure online business wasn't quite right,they responded with showrooms in Sydney,Melbourne,Brisbane and Auckland (and soon,New York and Canberra). Each has a manager,a wedding stylist and team of traveling tailors attached.
"We pretty soon realised an omni-channel approach is what customers want…In straight retail,you're restricted by location. With online,there are some customers that do want that face-to-face interaction,so that hybrid model works,"Wakefield says.
While tweaking the business model has paid dividends,Wakefield says they still focus on trying to educate in-person users about the company's online offering.
"While they are in the showroom we give them a demo of the website. We show them how to use the online designs and submit their own order,so that for their second and third purchases,they can use that,"he says.