It is just like an X-ray: take position, stand still for a second… all you will hear from behind the panel is: 'Thank you, you are ready now '. However, there is no doctor behind the panel, it's Bas Possen, initiator and managing director from Possen.com.
When you learn about a new dot.com fashion company you get that same feeling over and over again. It's just like saying 'Sure thing!!!'. Former experience has taught us that all these on-line initiatives turn out to be rather disappointing. As for clothes: Boo.com went bankrupt and Dressmart.com is thinking of opening traditional clothing stores. 'Buying clothes over the Internet solely does not work,' Bas Possen tells. 'The main concern is: see, feel, try. That will never change. I am convinced of that. You can only use the Internet as a tool.'
Possen's idea is quite simple and it surprises me that nobody ever came up with that same idea. Considering the resistance he's experienced from the competition, it is obvious that many fear this new method of selling men's suits. Made-to-fit suits that is to say.
It's like this : You go to a Possen store. Within a few seconds they make a three dimensional scan of the body (leave on your underpants and socks, take off your watch, take a deep breath and stand in position… do not hold your stomach in), and even before getting dressed your digital twin will appear on the computer screen with all corresponding measurements. Subsequently all you need to do is indicate how you would like your suit to be customized: with a two, three or four button fastening, double breasted or not, with or without slit-pockets, with or without a pleated front, the number of inside pockets, which lapel, a rear slit, a double one or none at all, what type of buttons. Make your personal wishes known, the gentleman behind the computer screen will do as you say until reaching the exact made-to-fit styled suit.
Make your choice out of a vast range of high quality fabrics from famous brands such as Zegna, Cerruti, Dormeuil and Loro Piana. You are just a click away from the final price to be paid. You are set now. Your suit will be ready within four weeks (guaranteed). Or - in case of an urgency - the suit can be made within five working days, depending on the necessary delivery period of the material.
The client doesn't have to come back once the measurements are stored in the database. New orders can be placed via possen.com from behind the computer. The same counts as for looking into new collections. The people that have been stored in the database are just a click away from feeling the fabric. They will be sent a sample of the fabric via mail. There is no easier way of placing an order for a made-to-fit suit or shirt (Gentiluomo amongst other things). There is no cheaper way either. The labor-intensive path of taking measurements and trying on clothes has been taken over by the computer. You can buy a suit at only 900 Dutch guilders. Whilst the remaining work is done by hand, quite stylish, as it used to be done in the earlier days.
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They have just started, but Possen already owns two Fashion Rooms - as he calls his stores - where the body scans are set up. Amsterdam and Nuth (Limburg) are the first stores. Investors strongly believe in the concept. New branch offices will be opened in autumn in Rotterdam, Antwerp and Brussels. London will follow in February of next year.
And there is also a truck. An enormous truck, which is furnished with the same Possen house style. A sofa, bar and a cup of coffee and of course the 3D body scan. The vehicle comes to places where no stores are to be found. You might find it parked at the gate of big companies (such as Aegon in Leeuwarden). This gives employees the possibility to acquire a made-to-fit suit during their break without having to travel to the big cities. The truck follows events where the target group can be found: it will be parked outside the next TEFAF-art fair in Maastricht.
It all seems too good to be true. Possen: 'But it works. With the first thirty suits we were all like "Gee, hope this is going well", but all thirty made a perfect match. The competition? Well… Hugo Boss, C&A, all these brands have contacted the suppliers of the 3D body-scans. They had faith in this concept but we were the first to join up. We even had the world scoop.
That decision was made within a few seconds. Bas Possen (29) worked as a consultant for PricewaterhouseCoopers after he had finished his business economics studies. He was offered a five year contract in the United States, but began wondering whether he shouldn't make his dream come true: his own company. His girlfriend heard about the 3D equipment at a brainstorm meeting. The next day Possen was on his way to Germany. The very same day he acquired three of them. He did not have a penny to spend but was extremely optimistic about this new concept. He then found the necessary sponsors. The new combination of analogous and virtual was born. Ralph Lauren meets The Matrix.
The computer developments are growing day by day. They will be some new features in autumn. Not only will you be greeted by your own name and personal details, your very own three dimensional digital twin will appear on your computer screen. Time to try on all the suits you want.
Who knows one day the new collections will be sent by mail on a CD-rom. Who knows the Possen shop window will be equipped with touch-screens on which clients can design their own suits. Not to talk about the body scan, which scans you whilst getting dressed an entering the store.
Whatever happens, the stores will never disappear, Possen says. The key to our success is the combination of the on-line stores and traditional stores.
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