Capital And Logistics Are The Foundation Of Menswear Customized Electricity Supplier.

Recently, there was an account of Miserable Men ("poor men") on Instagram who released photos of men who were shopping in the mall with their partners. The men in the pictures were really not interested in shopping. The photo in this account depicts the traditional mode of "women love shopping and men are impatient".

However, with the existence of online shopping, men seem to have liberated from the identity of "hanging around", and women can be more unscrupulous shopping carnival. Women's love for fashion has raised many fashion providers. The sales of women's clothing in the United States have reached 116 billion dollars. Men's wear It was only $60 billion 800 million.

　 Shirt customization, door-to-door service

But the status of men in the field of fashion retailing is rising, and a large number of emerging enterprises are targeting this part of consumers. In Singapore, a Edit Suits, a custom tailored website for male consumers, has emerged. The highlight of the website is that it will send tailors to the people who order shirts to measure their sizes. These lazy men can buy custom shirts without going out.

Reto Peter, co-founder of Edit Suits, was formerly the general manager of fashion business Zalora. He said: compared with female consumers, men are more lazy than shopping but are more loyal to their brands. If a brand can be recognized by male consumers, these male consumers will probably always love this brand.

Edit Suits has attracted a group of followers in Singapore, who are usually young and multi financial men. A large part of the company's revenue is due to its sales strategy. Edit Suits will send tailors to the financial institutions of similar banks to measure the size, which brings together most of the customers of Edit Suits. Peter also revealed that on average, there were about three to four shirts per customer's shopping cart.

At present, Edit Suits has also received Angel wheel financing from RedMart, and RedMart is Singapore's largest online grocery retailer.

　 Edit Suits's "colleagues"

E-commerce gives customers more choices, allowing customers to choose which products to buy. Then the website recommends more similar products according to customers' choice, which is very suitable for women shopping in department stores. But in recent years a new type of Online retailers The model began to cater to men's needs. They started targeting the high-end clothing market, and this group of people were more likely to accept online shopping.

The prototype of Edit Suits is San Francisco's Trumaker. Customized Men's roads have now been financed by $8 million 400 thousand. Chicago's personal custom menswear website Trunk Club has also received $12 million 400 thousand in financing, and Indochino in Canada has also customized a suit to move onto the Internet, and is now completing a $13 million financing.

Ashma Kunde, an analyst at Euromonitor International, a clothing market research firm, says male consumers are reluctant to scrub their clothes online. They prefer to let websites tell them what they should wear. CEO Frederico Marchetti of YOOX agrees with this view that men do not "shop", they only spend money. Male consumers spend less than 30% of their time browsing online products than female consumers, and do not browse too many pages before buying goods. That is why online shopping is more suitable for men.

This wave of male business has extended to Singapore. Rocket Internet's Tate&Tonic has learned from the excellent experience of Trunk Club: customers choose a clothing style that they like, then the website will send a box of clothes to consumers according to this style. Consumers only need to choose the clothes they want and pay for them, and other clothes can be returned to the shopping website without paying the logistics cost. This is a perfect way of shopping for lazy people.

In addition to fashion clothing, there is also an online service website Packnada, which provides travelers with storage and cleaning clothing. Their target customers are businessmen. Customers can store their luggage (or even cosmetics), which greatly saves their boarding time. The site's main customers are men, though the original intention of the website is not just to meet male customers. Jonathan Lee, the founder of the website, says that this is probably because men are more concerned about convenience than they care about whether they are cost-effective.

　　 Common challenge: how to save money?

All along, online retailing faces the problem of overspending. Amazon, which has a high sales volume, is not very profitable. The same problem also exists in the German electricity supplier incubator Rocket Internet, whose business in Southeast Asia has lost millions of funds, most of which are invested in expensive infrastructure construction.

The founder of Edit Suits witnessed the burning behavior of Rocket Internet, so they hoped to avoid this situation as much as possible. Packnada also hoped to reduce expenses.

Compared with traditional electricity providers, these emerging enterprises have higher requirements for logistics. For example, Edit Suits needs to send tailors to customers. Tate&Tonic not only needs to deliver goods but also to take back goods that customers do not want, and Packnada needs to send empty packages to customers' hotels and recover customers' merchandise.

To solve this problem is to provide better services, and then men will happily spend more money to support these new male consumers.

Edit Suits is proud to be able to provide men with the first custom shirts, so long as they can fall in love with this shirt, they can become regular customers. Unlike fast fashion sales, men will always love it if they find their own clothes.

Despite its unique style, Edit Suits still wants to improve its quality by adding high-end trousers and suits. Because the company is in Singapore, the development of the Singapore market is still a cost saving plan for the company. But they are planning to expand the market to the United Kingdom. The price of custom made suits in the UK market can rise to over $240, so that Edit Suits can get more profits.

According to the analysis of the industry, this mode of operation of Edit Suits can greatly reduce the cost of inventory management and save transportation costs. Edit Suits chooses those factories with strong inventory capacity to do the production, then checks the goods before delivery.

Tate&Tonic's mode is to collect data of customers' preferences, and precisely to the size of customers' clothing. According to the data they collected, they can even determine how much inventory they need to prepare, so as to avoid the backlog of inventory problems.

However, although these enterprises are primarily targeted at men, they still have to turn to female consumers. After all, there are also some women who like to dress in a style. For example, Packnada now receives nearly 20% orders from women, and Tate&Tonic often receives enquiries from women to expand services to women.

　 The basis for survival: Capital + Logistics

Good logistics can attract many excellent enterprises, but the electricity market in Singapore is rather complicated. Logistics is not the only factor restricting the business of enterprises. As long as enterprises can have their own unique selling points, they will be able to live on the market in Singapore.

The German electricity supplier incubator Rocket Internet has entered the Southeast Asian market and has greatly promoted the development of the region. Its investment in LAZADA and ZALORA has been developing rapidly in Southeast Asia. Rocket Internet's investment not only promoted the local infrastructure construction, but also provided the local electric business people with practical opportunities. Many people started their own business starting process after leaving Rocket Internet.

The electricity market in Singapore is becoming increasingly mature, providing many opportunities for Edit Suits to start from scratch. There are also companies that specializes in providing logistics and warehousing services to businesses, such as Anchanto and aCommerce. Even Singapore's national postal company, SingPost, has joined the field of e-commerce logistics.

Edit Suits and Tate&Tonic are customers of aCommerce, using aCommerce to complete their own logistics and distribution. The two companies are in the same office area with another fashion business Style Tribute. They also share a photo studio to shoot model photos, which greatly saves their expenses.