Making More Out Of Your Product
We started with custom dress shirts, which evolved to co-created dress shirts. It was more than just making super stylish white dress shirts and black dress shirts. It wasn’t about providing a tailored dress shirt, similar to something you’d get off of Savile Row. There was a bit more to it. There was the idea that you can become your own designer.
Co-creation became something a bit bigger than ourselves, especially when we found we could co-create chocolate, handbags, and even girl’s clothing. The Boston Globe noted a second wave of mass-customization, but for us, it was more than mass-customization. We we’re doing is co-creation, and we think it’s more powerful than the former.
For us, our product is something that’s incredibly different from the traditional.
We’ve made more out of our product because that’s what our customers want. They didn’t want a bespoke dress shirt they could have gotten a local tailor to make within a few days. Our shirts take 3-4 weeks to ship. There’s a lot of friction there. But the value add is in the ability to design-your-own, to co-create.
What are you doing with your product to make it something bigger and better than the normal?