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indochino

Menswear PR: Canadian Custom Suit Brand Indochino Pops Up in New York City

In 2006, Indochino founders Heikal Gani and Kyle Vucko put their studies at the University of Victoria on hold to create a company that would craft stylish, affordable, custom made suits. Over the past five years, the Vancouver company has grown to more than 55 employees, while their responsive website and 10 minute measurement process has served more than 50,000 customers.

Indochino Custom Suits

While business is thriving, the custom nature of the business model comes with its share of PR challenges. In addition to the standard menswear PR struggles (fewer publications to pitch, tons of competition, and broadcast media that often skews female), with long-lead publications there is simply no time for Indochino to create a custom suit. Site demos and samples are an alternative, but although Indochino's PR team still manages to secure national media (they have a great press center on site) like The Today Show and Forbes, they also need a high-touch way to build personal relationships with editors and potential customers.

The Traveling Tailor Visits Grand Central

To translate the online experience to offline, and to set market appointments and build customer interest, Indochino has been hosting pop-up shops in key markets, first in Canada and now in the US.  "In Canada, the pop-up shop is a media-worthy event in and of itself," explains PR Manager Nathalie Rees, "but in the US we have learned to work directly with a PR agency or media specialist in each market to ensure editor attention."

Through October 29, those passing by Grand Central Station can stop by the Traveling Tailor, for personalized, one-on-one attention from an Indochino tailor who will not only take measurements, but provide assistance on fabric and all the appropriate accessories like ties and pocket squares. As an added incentive, those who purchase a suit receive a complimentary dress shirt suit. Already picked up by the T Magazine (the New York Times blog) and Details, Nathalie shares that two days in, Indochino has already booked close to 2000 appointments for the entire week.

Additional shops are planned for 2013, partly based on customer request.

Featured image: Brian Nichols/The New York Times

About the author: Crosby


Known as the "fashion publicist's most powerful accessory," (SD-UT) and the "West Coast 'It' girl of fashion PR," (YFS Magazine) Crosby Noricks is a brand strategist, author and founder of PR Couture. Crosby was included in the iMedia 25 Class of 2012 Internet Marketing Leaders and Innovators, and enjoys helping fashion and lifestyle brands connect with their audiences in meaningful and creative ways.

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Meet Crosby Noricks

Hi. I'm Crosby, the founder of PR Couture and a fashion brand strategist. I care about supporting and celebrating fashion publicists as well as helping rad companies connect with their audiences in more meaningful ways. Recently, iMedia included me in their annual list of 25 Internet Marketing Leaders and Innovators, along with people from Starbucks, Twitter and Volkswagon, which I think is pretty neat. Like Elle Woods, I am a Gemini-vegetarian (that's about where the similarities end). Let's connect: Check out my full bio, Brand Elixer sessions or shoot me an electronic communiqué.