Business Wire IndiaMajority 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