Sunday, 13 April 2008

Going Dutch

The Dutch menswear chain Suit Supply has arrived in London, with a brash, modern approach to selling suits. They've taken Ozwald Boateng's old space on Vigo Street at the foot of Savile Row, just opposite Gieves. In keeping with the former tenant, they're a sharp contrast to the traditional world of the Row.

Suit Supply isn't trying to compete with the Row. The quality and prices are in line with other high street stores - around GBP 230 for a suit. They also offer made-to-measure for about GBP 300-400.

However, their marketing sets them apart from the other UK retailers. They have the high-profile location just off Savile Row. The store is smart, modern and well-lit. They run a very flashy website:

They also put their alterations tailor front and centre in the store, with an "airport departure board" announcing when customers can pick up their clothes after having the waist let out and the trousers hemmed.

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