Business Wire India
Majority of men struggle to get sizes that match their body shape/structure in existing readymade brands. One of the reasons is that the existing brands offer only 4 or 5 sizes (see below table). A study by IIT, Delhi textile department says over 80% of men don’t wear a size that matches their body shape/structure because their correct size isn’t available in the market and are forced to compromise.

To help men get their perfect-for-you size in READYMADE pants & shirts, TOUCAN (www.toucanindia.com), a men’s apparel brand has introduced a direct2consumer model with a new concept READYMADE 2.0 that comes with in-between sizes, improved garment design to match Indian men’s body shape, 2 rise in each pant size, new full sleeves variants & lot more advantages. This direct2consumer approach & a smaller format tech-enabled MINI store translates to affordable prices, superior products, better sizes, large merchandise options and fast fashion for consumers.

Below is a comparison between a regular readymade (existing) & readymade 2.0 (new concept)
 

Existing Readymade		Readymade 2.0 – Sizes & Full Sleeve Length Variants
38, 40,42,44		38 – Full Sleeves for Short Men	38 – Full Sleeves for Medium Height Men	40 – Full Sleeves for Tall Men	40 – Full Sleeves for Very Tall Men
		39 – Full Sleeves for Short Men	39 – Full Sleeves for Medium Height Men	41 – Full Sleeves for Tall Men	41 – Full Sleeves for Very Tall Men
		40 – Full Sleeves for Short Men	40 – Full Sleeves for Medium Height Men	42 – Full Sleeves for Tall Men	42 – Full Sleeves for Very Tall Men
		41 – Full Sleeves for Short Men	41 – Full Sleeves for Medium Height Men	43 – Full Sleeves for Tall Men	43 – Full Sleeves for Very Tall Men
		42 – Full Sleeves for Short Men	42 – Full Sleeves for Medium Height Men	44 – Full Sleeves for Tall Men	44 – Full Sleeves for Very Tall Men
			43 – Full Sleeves for Medium Height Men
			44 – Full Sleeves for Medium Height Men

PANTS SIZES – Regular Readymade (Existing) Vs Readymade 2.0 (New concept)
 

Existing Readymade		Readymade 2.0 – Pant Sizes & Variants
30,32,34,36,38,40		29 – Low Rise	29 – Medium Rise
		30 – Low Rise	30 – Medium Rise
		31 – Low Rise	31 – Medium Rise
		32 – Low Rise	32 – Medium Rise
			33 – Medium Rise	33 – High Rise
			34 – Medium Rise	34 – High Rise
			35 – Medium Rise	35 – High Rise
			36 – Medium Rise	36 – High Rise
			37* – Medium Rise	37* – High Rise
			38* – Medium Rise	38* – High Rise

* Will be added shortly

If these many sizes were to be offered in a traditional retail store, the prices of each shirt/pant may go up anywhere between Rs 6000 to Rs 9000, which is unaffordable to the majority of men.

To offer Readymade 2.0 at mid-market pricing (product prices start at just Rs 995), they have pioneered a new concept in retailing called as Retail 2.0 – It’s a tech-enabled physical MINI store with S.L.I.M supply chain concept (S.L.I.M – Super Light Inventory Management). Commenting on the direct benefit of this S.L.I.M model to a consumer, Anup, Co-Founder & CEO of TOUCAN said, “Regular readymade brands that sell through a traditional retail outlet price Egyptian Giza Cotton products (world’s best cotton) at Rs 2500 and above. By introducing this S.L.I.M model, consumers can get a perfect-for-you sizes in world’s best Egyptian Giza cotton shirts starting at Rs just 1495 onwards, thereby getting a direct saving of Rs 1000 and above.”

In this MINI store, men can try out newly introduced Readymade 2.0 sizes & select the products that are displayed. If their readymade 2.0 size is available at the store, customers can buy just like a regular store. But, if the selected products’ size is not available at the MINI store, the order can be placed (with size, variants & product ID) by the store associate, through an in-store commerce app. The products are shipped & delivered for FREE to customers within 24-48 hours. For a hassle-free, shopping experience, customers can pay at the time of delivery, either through card or through cash. All the products come with 30 days easy exchange policy.

Comparison b/n regular readymade brands sold through traditional retailing (Existing) AND Readymade 2.0 + Retail 2.0 (New concept)
 

	Regular readymade, sold through traditional retailing	Readymade 2.0 + Retail 2.0	Benefits to customers/business from Readymade 2.0 + Retail 2.0
Merchandise	Limited	Large	More choices, quicker collection updates to consumers
Store Format	Large/Medium	Small	New sizes, better quality, new variants in each sizes, at affordable price points
Inventory	All products maintained at each and every store	Centralized/ display product can be picked from store	Drastic cost reduction in the supply chain, leading to efficiency of the business operations. For consumers, this translates to affordable prices, superior products, more sizes & merchandise options for consumers
Setup cost	Very high	Low	Less capital required to set up a new store
Operational overhead expenses	Very High	Low	Drastic cost reduction in store operation, due to a smaller store format and efficient business operations leading to affordable prices, superior products & more size/merchandise options to consumers
Better Store Assistance	No	Yes	Friendly store assistance to select a right size
Improved design to fit Indian men	No	Yes	Closely matches Indian men's body shape
In-between sizes	No	Yes	Sizes that are perfect to body shape, structure
Special variants (Rise in pants, Sleeve variations in shirts)	No	Yes	Sizes that are perfect to body shape, structure
Hands free shopping	No	Yes	No need to carry. Its delivered at home, for FREE
Time required for shopping	More	10-15 min	Quicker & easier shopping. For subsequent purchases, consumers just have to select the product (since their size is already known)
Exchange	7-10 days	30 days	Hassle free exchange
Sort & filter merchandise	No	Yes	For consumers this results in easy, quick way to shortlist & decide
Direct 2 Consumer	No	Yes	No intermediaries resulting in cost reduction. This translates to affordable prices, superior products, more sizes, more merchandise & fast fashion for consumers

Source: Businesswire