Having taken our first steps in to the custom men’s shirt company Proper Cloth, ordered a few shirts and then run them through the various tests to make sure they meet personal quality standards, and giving them a passing grade, it’s been a question tossed back and forth on how they actually make money. A good quality men’s shirt can literally last for years, five, six, seven and even more depending upon how much use its is subject to. That being the case, lets say that you stock up your wardrobe with maybe 10 shirts, and you expect a good rotation throughout the year, odds are you are only going to be a customer maybe for one shirt or so a year, if even that. So while the idea can be called a sustainable business model in theory, the potential gap between orders has to be a killer.
Well, as we contemplated this, it was only a few days after our first delivery that our answer was met. The company sent us an email with a host of new fabrics that had just come in, a couple patters and a new check. There might have been five or six in total, so it wasn’t a giant style update, but more a minor set of additions. For the most part, the new offerings weren’t all that exciting, but one in particular was quite nice… oh, so there it is. Just figured it out. So that’s how they’re going to bring in their customers on a more regular basis. If they can send a new selection of fabrics once a month, and if even one of those fabrics appeals to their existing customer base, there you have it. Yes, they have now turned that once ever five year customer into buying at least maybe a three or four shirts a year, that maybe they didn’t need, but gosh darn, sure wouldn’t mind having. Dirty little trick, great idea and well done. They got us.
Suppose this isn’t all that much different than any other men’s clothing company that will bring in a new pattern with the new season