Reply To: I run a made to measure formalwear business – suits, formal shoes, shirts etc.Our primary market are weddings and corporates. At this stage weddings have been canceled or postponed more often than not, an entire year. Corporates are working from home in the majority of cases. Current target market aren’t necessarily interested in buying our current product range, and although our suits are extremely affordable for made to measure from $590. It’s not a product like a coffee which is easy to pre purchase. We’ve decided to expand into things like sweaters, track suits, things people are wearing, and reselling to customers who’ve bought our other products from us in the past/new customers through Facebook ads. But there’s nothing innovative about these, we aren’t a stereotypical fashion brand that releases seasonal stuff. Unsure if there is anything else we can do or if this is even the right strategy to have cashflow to cover the next 6-8 months till we can start taking deposits for coming weddings/corporates come back/are still willing to spend?

Hi there
Well done on pivoting so quickly to adress cashflow. Focussing on your corporate repeat business, could you offer a zoom wardrobe style edit? With lots of time at home, many may be clearing out the clutter but also looking to do more with less.
How can you help them go through what they have and recommend investment pieces? This could be a great research tool for you. Could you then talk them through the measure-up process?

I would think shirts could be a good focus. We can’t underestimate the boost a good new shirt can give and some may be wanting to make a few purchases to give them the edge in zoom meetings. Could you run a campaign around this?