Website is the #2 channel used in marketing for MTM/bespoke brands in 2022. More MTM brands are investing in selling online, in addition to converting leads (visitors) into prospects (e.g. when a lead schedules a consultation appointment).
Brands are applying different online sales strategies. Savile Row brands like Anderson & Sheppard, Edward Sexton, and Gieves & Hawkes have separate websites for their bespoke brand and their online store, while Ozwald Boateng, and most US brands, combine both for a unified experience.
To convert leads to prospects, all brands have a “BOOK APPOINTMENT“ button and most have a subscribe button. Less than 5% of brands have a nurture sequence for new subscribers. Since only 2% of web visitors are ready to buy, then most brands do not nurture the other 98% to convert to a sale later.
A small percentage of brands have employed other strategies on their website to increase engagement and boost lead conversion. These include fabric swatch mailers, blog articles, style guides, videos, home try-on, create an online account and web/mobile push notifications.
Four sales models used online
Strategies used by MTM/bespoke brands to engage and convert website leads to prospects:
Thanks for reading!
I believe that running a made-to-measure business should be easier, more profitable and more scalable.
I hope you got better market insight from this chapter.
Visit “The Custom Times” blog for more custom clothing market articles and analysis.
Thank you,
Tyrone Whittle
