Trands USA recently hosted The Custom Show in Atlanta, where a panel of custom retailers, tailors, and designers discussed how to build a successful custom clothing brand. Mark Thiele of Trands introduced the panel, which included Darryl Tyler from Tailored Gents, Ron Cicoria, Joel Shapiro, and Chino Ingram from Mr. Shop, and Vaughn Granger from Granger Owings. The panel shared valuable insights on personal branding and the importance of creating high-quality custom suits.
Joel Shapiro from Mr. Shop explained that they got into the business after growing tired of guessing which sizes would sell. Vaughn Granger, a second-generation retailer, emphasized that their focus is still on the retail model, offering both custom suits and ready-made inventory. Darryl Tyler shared his journey from being a banker to joining J. Hilburn, and eventually opening his own full custom shop with no inventory.
When a new client walks into the store, the panelists approach them by focusing on their personal style and needs. For instance, Shapiro’s shop promotes their large selection of fabrics to help customers visualize how their suit will look. Granger takes an appointment-based approach, emphasizing the importance of understanding a client’s personal goals. Tyler added that understanding a client’s lifestyle and goals is essential for providing a perfect fit and building a lasting relationship.
The panel also discussed the challenges of marketing and promoting custom brands without a large budget like major companies. Tyler noted that many of them already have a “look” that clients recognize, while Granger highlighted the importance of being authentic and consistent with personal style. Ingram stressed that it’s important to understand the customer’s needs and to manage expectations to build loyalty.
With the rise of more affordable custom options from brands like SuitSupply and Indochino, the panel discussed how customers often turn to custom tailors after realizing their initial suits need further tailoring. The key, they agreed, is to offer an elevated experience and focus on quality craftsmanship rather than competing solely on price.
Granger shared an example of working with Syracuse University Athletics, fitting their student-athletes for suits, which has led to further opportunities with other schools. The panel also mentioned how they’re branching out into corporate deals and using their expertise to offer presentations on personal branding, which helps them expand their business reach.
When it comes to marketing, the panel highlighted the importance of social media, SEO, and even print marketing to connect with their target audience. Granger shared his success using public relations and video content to promote his brand. Tyler also emphasized the importance of creating a brand that attracts clients and staying consistent with their marketing efforts.
In the end, the panelists agreed that success in the custom clothing business comes down to understanding the client’s needs, delivering high-quality products, and continuously engaging with the community. By focusing on transformation and confidence, they are able to create lasting relationships with their customers.
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