Published:
03/08/2013 03:16pm
Suits - Get the Right Product for Your Market
Coming from the UK to Australia, comparing menswear trends and the way things are done in Australia, was a BIG learning curve for me. First and the obvious one is the weather difference. I have been here 10 years and still can not get used to carving a Turkey on Christmas Day in 35 degrees heat ( but I would rather that, then freezing back in Blighty).
Colder months in the UK is great for selling Suits. In the Australian working environment, dress codes are more relaxed. Obviously every company is different but generally you only wear a Suit in the summer months if you are seeing clients or have an important meeting. I am currently look out my shop window today in December and see all the males walking around with a shirt, sleeves rolled up and no jacket or tie.
Around the CBD, Sydney ( Central Business District ), there are a lot of independent Suit stores like my store in Hunter Street. Something would tell you there is a Suit market here. I also believe a menswear store has to sell Suits in the city, as only selling Shirts & Ties is purely not going to work due to competitive prices from Department Stores (unless you are a vertical operator).
A lesson I learnt in my first 6 months here was, everyone wears their suit jacket less and less in summer months and the trousers they buy get worn out. A Suit with two trousers is big business here.
I was shocked when I originally opened my store with all single trousers suits and every customer asked, "' Can I get extra trousers with that suit". I had a demand for a product and had to act. In the UK ( London only ) we tried this 2 Trouser Suit concept and it never worked. We had to split the 2 trouser suits and sell the trousers separately as the concept was not appealing to the UK market.
What did I do?
A change of tactic had to be done but what do I do with all the single trouser suits I had already bought and committed to. I instantly got on to the phone to suppliers and asked if I could buy another trousers. Some Suppliers had the stock and I matched them up to stock I already had.
As I had committed to 3 months worth of stock it was a big lesson learnt within my first year of trading.
Get to know your market whatever your experience is. You may own a coffee shop in the suburb but opening one in the City is a different ball game. I had great experience in buying Suits to sell to the UK market but doing this in Sydney was not the same as I thought. 2 Trouser suits is the main requirement in the Sydney City.
Hiten Thakrar is the first person you'll see when visiting Sydney's Zantini Menswear shop. Best known as "H," he is passionate about providing quality menswear as well as exceptional service and advice regarding how to be the best dressed man you can be. Visit www.ZantiniMenswear.com to receive "How to Look Great and Save Cash With Your Business Clothing," along with tips, tricks and some great menswear fashions.
