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Refreshing the image for a made-to-measure menswear company

User Experience, Branding, Storytelling

The Brief

Indochino was founded by Kyle Vucko and Heikal Gani, two college friends from their time at the University of Victoria, Canada.

It all started when Mr. Gani needed a suit for a conference, and as Mr. Vucko watched him struggle to find a fashionable, affordable, well-fitting business suit, the idea dawned on him to create a company that solved this problem.

Indochino was born as an online made to measure outlet, that created quality suits for the younger consumer, needed to convert a bespoke service (mostly known as a brick-and-mortar retail service), to an online service.

One of British Columbia’s hottest startups, they have now grown to become an established global menswear brand in bespoke made-to-measure menswear.

Our Solution

Intriguing as it was, we understood from the onset that it was a challenging task to convert a popularly known brick and mortar service to an online platform. For that we needed research, and extensive research at that, both to understand the processes involved and to build the platform.

Working together with a local Canadian agency, Spark Strategy, that commissioned the market research, and the brand strategy, we went to town to understand how consumers would utilize the service. From there collaborating extensively with the in-house team, we designed a website through numerous initial iterations, with real feedback from users that fit the personas of potential customers of Indochino.

The Results

We delivered the website over a six month period of understanding the customer, and eventually handing it off to a local in-house delivery team for future iterations, including design and overall elements of concepts that fit into their future plans.

Today Indochino has expanded into brick and mortar, operating a total of 14 stores in North America (including their flagship store in Times Square, NYC), alongwith their online store which is now serving customers globally.

As the global leader in made-to-measure apparel, INDOCHINO has developed the shopping experience of the future. Born out of the belief that you don't need to spend a fortune on a custom wardrobe, INDOCHINO was the first company to disrupt the retail sector by making perfect-fitting, personalized apparel on a mass scale.

Customers take on the role of designer, picking out every detail of their garments to make them truly one-of-a-kind. These are made to their precise measurements and shipped directly to their door, hassle-free. The company's omnichannel approach allows them to shop online or in person at any INDOCHINO showroom.

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