![]() When customers come into our store, they expect a personalized process because it is a part of the Charles Tyrwhitt experience, and they found these services at a lower price point than other alternative options. Additionally, customization is a big differentiator for our brand. Irons: Charles Tyrwhitt’s British heritage influences the product style we produce and allows the brand to stand out in an increasingly crowded market. RTP: What are Charles Tyrwhitt’s key points of differentiation in the market? We want to make it easy to dress for any situation. Men of all ages are spending more time focusing on what to wear to work and thinking about the workday ahead to dress accordingly with their own personal touch, so we develop dressing options for every situation that make our customer look and feel great with simplicity - whether that’s a suit, tie and pocket square for a boardroom meeting, chinos and a casual shirt for an everyday schedule or casual options with colorful socks for a Friday afternoon where drinks with friends follow the work day. The rules of menswear are changing and the days of blue and grey suits are gone. ![]() Joe Irons: The term ‘business casual’ to us means the added opportunity of bringing more style to the workday ahead, however that is defined for an individual. Retail TouchPoints (RTP): What’s your definition of ‘business casual’? Does it present new opportunities given today’s workforce trends, such as Gen Z entering the workforce, the ‘gig’ economy, shared workspaces, etc.? Irons revealed how the brand’s move toward increasing customization and new fitting parameters is keeping it relevant even as “business casual” has become the norm for menswear. Charles Tyrwhitt now offers a complete menswear range, and the company has grown and remained relevant for more than three decades by providing increasingly personalized product offerings and technical innovations, including: Tyrwhitt Cool, a lightweight fabric for hot days that wicks moisture and dries quickly Charles Tyrwhitt Smart Chinos, which are designed to stay crease-free throughout the day and Travel Pants that stretch in all four directions with iron-free fabric. locations, as well as a web site that accounts for two-thirds of the company’s total business. Today the privately held retailer operates more than 40 stores worldwide, including 12 U.S. “He knew that there must be a better way to dress men at a price point that worked for their budget.” “Many of his fellow students were wearing ill-fitting, scruffy shirts because that was what was affordable for their budget,” said Joe Irons, CMO at Charles Tyrwhitt in an exclusive interview with Retail TouchPoints. ![]() The company was founded as a catalog retailer by Nicholas Wheeler (Charles Tyrwhitt, pronounced “tirrit,” are his middle names) when he was still a student at the University of Bristol. But since its founding in 1986, Charles Tyrwhitt has thrived by offering a combination of high quality and British charm at reasonable price points. The ongoing “casualization” of men’s apparel might seem a poor fit for a retailer with a flagship store on London’s Jermyn Street, the traditional heart of bespoke (read: expensive) tailored shirts.
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