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Omnichannel

E-retailer opens micro-showroom in Sydney

Australian made-to-measure online men’s suit company InStitchu opened a new micro-showroom this week in North Sydney CBD, unveiling a new bricks-and-mortar store concept.

The micro-showroom is InStitchu’s first shopfront looking to target a walk-in market traditionally dominated by off-the-rack offerings.

It points towards a larger trend, as Australian consumers become increasingly comfortable with custom fashion, thanks to the proliferation of businesses offering personalised products.

The 30sqm showroom will look to serve the North Sydney CBD corporate market, currently lacking in custom menswear offerings.

Despite the small size, customers will still be able to try on  many of the brand’s leading products and sample all fabrics available. InStitchu’s professional stylists will offer fashion advice and guide customers through the suit design process.

InStitchu co-founder Robin McGowan said, “At InStitchu we pride ourselves in listening to our customers. This North Sydney showroom is in direct response to multiple customer requests for a physical location north of the bridge.

“Technology has reached the point where personalising products is very achievable, and more consumers have come to expect their favourite brands to offer customisation services.

“Our shopfront in the bustling Greenwood Plaza, is a deliberate move away from the traditional stand-alone tailor. We are now targeting men who might have once strolled into a suit store and settled for an ill-fitting off-the-rack jacket.

“Ours is a more affordable, efficient and effective way for men to find the perfect fit. We are confident that Australian consumers are ready to change their suit shopping experience.”

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