Majority of men struggle to get sizes that match their body shape/structure in existing readymade brands. One of the reasons is that the existing brands offer only 4 or 5 sizes (see below table).
A study by IIT, Delhi textile department says over 80% of men don't wear a size that matches their body shape/structure because their correct size isn't available in the market and are forced to compromise.
To help men get their perfect-for-you size in READYMADE pants & shirts, TOUCAN (www.toucanindia.com), a men's apparel brand has introduced a direct2consumer model with a new concept READYMADE 2.0 that comes with in-between sizes, improved garment design to match Indian men's body shape, 2 rise in each pant size, new full sleeves variants & lot more advantages.
This direct2consumer approach & a smaller format tech-enabled MINI store translates to affordable prices, superior products, better sizes, large merchandise options and fast fashion for consumers.
If these many sizes were to be offered in a traditional retail store, the prices of each shirt/pant may go up anywhere between Rs 6000 to Rs 9000, which is unaffordable to the majority of men.
To offer Readymade 2.0 at mid-market pricing (product prices start at just Rs 995), they have pioneered a new concept in retailing called as Retail 2.0 - It's a tech-enabled physical MINI store with S.L.I.M supply chain concept (S.L.I.M - Super Light Inventory Management).
Commenting on the direct benefit of this S.L.I.M model to a consumer, Anup, Co-Founder & CEO of TOUCAN said, "Regular readymade brands that sell through a traditional retail outlet price Egyptian Giza Cotton products (world's best cotton) at Rs 2500 and above. By introducing this S.L.I.M model, consumers can get a perfect-for-you sizes in world's best Egyptian Giza cotton shirts starting at Rs just 1495 onwards, thereby getting a direct saving of Rs 1000 and above."
In this MINI store, men can try out newly introduced Readymade 2.0 sizes & select the products that are displayed. If their readymade 2.0 size is available at the store, customers can buy just like a regular store. But, if the selected products' size is not available at the MINI store, the order can be placed (with size, variants & product ID) by the store associate, through an in-store commerce app.
The products are shipped & delivered for FREE to customers within 24-48 hours. For a hassle-free, shopping experience, customers can pay at the time of delivery, either through card or through cash. All the products come with 30 days easy exchange policy.
Disclaimer: No Business Standard Journalist was involved in creation of this content
