Indochino is a Canadian success story. The company creates truly modern custom clothing with high quality fabrics and an attention detailing and style found nowhere else. A little over three years old and already employing 35 people in Canada and the same number in Shanghai.
There is a reason Indochino is the “leader in custom online menswear”
They’re smart. Really smart.
A few months back Ottawa twitter users Barry Keegan and Scott Oakley noticed that Indochino had set up shop in Calgary with a “traveling tailor” - they and a few other good-gents launched a little campaign called #suitupOttawa asking the online tailor to come to Ottawa.
I was thrilled to see that the campaign launched by customers was being responded to!
What I wasn’t expecting was the personal touch: wanting to expand their reach, and understanding that they needed to mine their existing customer database for people who could help - they contact me and asked if I’d help spread the word about their upcoming Ottawa Traveling Tailor.
But, not only did they ask for advice, they listened! A lot of people come to me for help communicating in the Ottawa market - and very few listen as intently as the marketing team at Indochino.
There are a few key lessons to be had here
- Respond to market demand
- Reach past the people who demanded it and access other audiences
- Follow up with style, class and gratitude
So, If you’re in Ottawa next week - make an appointment! It’s well worth it.