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How to purchase a made-to-fit suit during lunch
De Volkskrant
Thursday, August 23rd 2001
By: Wil Thijsen
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It takes a minute to order a made-to-fit suit on the Internet. Furthermore, no tape measure is needed.
It actually does sound good: a Possen suit. It sounds like a classy brand, but it is in fact a non-brand suit. The fashion store in Amsterdam, which goes by the Internet name of www.possen.com, has a modern interior and is remarkably empty. No suits in stock, no cash register, no fitting room. Objects you will come across are a widescreen computer and a scanner, which is made up of four pillars. In between, on the ground, are pictured two feet. The client who is being measured for a made-to-fit suit will have to stand sDirector Bas Possen, thirty years of age, thought of a totally new concept to sell made-to-fit clothes two years ago. "This line of business stood still during the seventies. The fax is the most hi-tech innovation", he says.
Possen, who always claimed that nothing could be sold through the Internet - except from books and cd's - has made his way through the new economy. His clients are being scanned from head to toe after which their measurements are being sent - through a secure website - to the computer-controlled fabric cutting machines of German and Italian workshops. The suit will be ready within ten to three weeks. The time to complete such process would be much longer for a 'regular' tailor. A regular tailor also has to deal with fabric suppliers, agents, fashion fairs and purchase organizations. 'We have had to wage war to delete these steps from the production line', Possen says. Thanks to the direct Internet communication with sewing workshops and fabric houses, everybody can buy a made-to-fit suit for the price of a ready-to-wear suit. There are no additional costs for the distributive trades. In the store we come across fabric samples of well-known brands such as Loro Piana, Zegna and Holland & Sherry. The client can make a choice out of 3500 different fabrics and will be able to select the specifications of his suit. Three- four- or 'umpteen' buttoned, straight or slanting pockets, made of corduroy, tweed or velour en with sleeves just as long as the client wishes them to be.
www.possen.com has one target: easy shopping: the client walks in, is being measured digitally, explains which type of suit he wants and will then walk out the store. To make things easier, the so-called Mobile Fashion Room drives through The Netherlands, a truck that in fact is a Possen fashion store on four wheels.
It drives by multinationals by appointment. Employees can get themselves measured during lunch break. 'My employees are very representative and will in most cases get a part of the suit reimbursed', Possen says. 'It will then become some kind of employee benefit - a condition of employment.'
More notable clients for this 'B2CC-model', like the director calls it (business to corporate customer), are amongst others Rabo Securities, IBM, Worldcom and Nyenrode. Possen's advisors will send e-mails to the employees of these companies and will explain the possibilities during lunch break. People can make an appointment by phone or e-mail. 'Many men are keen on convenience', says Diederik de Flines, manager at Possen. 'They might normally buy a standard ready-to-wear suit, but that means that they actually need to go shopping. It sometimes takes an entire Saturday. If such can be avoided, they most certainly will.' 'In the earlier days', when he was a salesman in an 'old fashioned' store he often needed 'to talk the client into' buying a suit. De Flines now sells 'a concept' he proudly says. Most customers are aged between 28 and 35 and are familiar with the Internet. The group of older customers is continually growing. In next to no time a branch for businesswomen will be opened. In the nearby future men and women will be able to buy casual clothes, says Possen. 'My vision is as follows: within five years no one will be satisfied with ready-to-wear clothes. It will all become production on demand - the client will only buy clothes according to his wishes.'
Possen will expand its clothing concept internationally
At this time, www.possen.com represents a fashion store for men and a truck with scanners. The first women's fashion store with three-dimensional scanners will be opened in Amsterdam in October. A world premiere. In The Hague a women and men's fashion store will be opened in October, Antwerp will follow in November. They have found a location in Maastricht and Den Bosch is also on the list of new Possen stores to be opened. There will also be a second Mobile Fashion Room, a truck with scanning devices, driving by companies to serve clients at their workplace. Bas Possen is at this time negotiating with potential franchisees in Germany and Scandinavia to open stores there. There are also plans to start up franchise stores in the United Kingdom. There is a training centre in Nuth, where the headquarters are located, to train people for the new sales methods. Upon individual request, clients will be scanned for a made-to-fit suit. |
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