Joseph Abboud "Made to Measure" iPad Application
executive creative director
What if there was a better way to purchase a "Made to Measure" suit?
Asked to reinvigorate Joseph Abboud’s "Made to Measure" business with its leading retailer Nordstrom, my team set out to change the customer in-store experience that was often an intimidating, overwhelming and daunting process for new and loyal returning customers alike.
So, we started exploring ways to transform a 4 inch thick, 9 pound Personal Style System book, with more than 120 technical drawings and over 400 swatches, from a cumbersome chore in the ordering process into a unique brand experience.
We began the ideation process by visiting stores and going through the made-to-measure experience with sales associates of different ages and taste preferences. This allowed us to understand their unique approaches to creating the perfect made-to-measure suit.
What we found was that the creation of a custom suit was not a linear process, but a collaborative conversation with the customer to determine the most fitting style and fabric.
The starting point of the decision path could range from a specific style silhouette, fabric weight, color, price or a specific occasion, such as a wedding or black-tie event.
These findings helped us realize that our initial ideas would need to be altered to better fit the more than 1200 sales associates customization & tailoring approaches.
From a blank sheet of paper I started envisioning a new solution.
What if the new "Made to Measure" experience enhanced the brand ?
After countless hours of concepting, sketching and brain storming, a new Joseph Abboud "Made to Measure" experience started to take shape.
The primary purpose of the application was to be an efficient, user-friendly ordering tool, but its new supporting role was to elevate the ordering process through video content, brand history and preview of the most current trends curated by Joseph Abboud's design director Bernardo Rojo.
This brand content channel would help influence and transcend the Nordstrom sales environment, and extend the Joseph Abboud's vision right onto the Nordstrom showroom.
Working from my initial sketches, our team of UX designers and developers created, produced and developed the Personal Style System iPad application for the Joseph Abboud custom tailored collection in less than 5 months.
The Joseph Abboud "Made to Measure" iPad application launched in 2012 in 110 Nordstrom stores, as an interactive collaborative experience and transactional tool for Nordstrom sales associates.
The experience strengthened the brand’s new image as a category innovator.
The implementation featured live inventory and fabric updating capabilities, and tied directly into the manufacturing system to allow for real time client and product updates and analytical intelligence.
These efficiencies allowed for the delivery of a "Made to Measure" suit in less than 10 days across the entire Nordstrom system.
With the release of the iPad application, Joseph Abboud's "Made to Measure" garment sales more than doubled from 2011 to 2012, from 8,000 to more than 16,000 "Made to Measure" units sold after the launch of the application. The 2013 results are expected to exceed 19,000 "Made to Measure" units by the end of the year.
Look Who's Talking
The Joseph Abboud made-to-measure application created a buzz not only in the men's fashion circles, but also in the tech and business media outlets, thus reaching outside of the projected fashion PR channels.