How to Sell Direct-to-Consumer Fashions

There is no way to mistake one of Ramon Smothers’ tailored suits for a ready-made one. Consumer  He has turned to help people look wonderful into a business as the proprietor of Legacy Lapels.

The Houston-based business offers tailored suits at a fraction of the price of traditional bespoke tailoring, and the idea behind the idea was straightforward.

Smothers claims, “I truly adore how I feel when I wear suits.” “I’ll be happy if I can make them feel the same way I do when I put on a suit.”

But after only a year in business, Legacy Lapels’ target market changed, and the company discovered a new market where its more affordable prices and personalized products drew in unexpected clients.

A Choice For Customers

According to Smothers, “When I launched the business, I wanted to be different in the things that are offered.”

Smothers offers the usual choices, but he founded his company on unusual materials in striking colors like emerald, plum, burgundy, soft yellow, and powder blue. From the beginning, Legacy Lapels set out to provide customers the opportunity to create their own styles, and it’s working.

People seem to come to me for it, according to Smothers.

While Legacy Lapels continues to place a strong emphasis on suits, the company has now added tuxedos, dinner jackets, and custom shoes to its product

Getting involved with the wedding Market

Smothers initially believed that his ideal customer would be “fashion forward” and seeking out statement pieces for their businesses, but he soon realized that the majority of his clients were engaged couples.

A range of honeymooners, including LGBTQ+ people looking for clothing that matches their identity, have been drawn to the company’s unconventional designs, which include suits that are strongly gendered or loosely fitting on the gender spectrum.

Gender conventions have changed significantly, according to Shelley Brown, senior fashion and beauty editor for The Knot Worldwide, a media outlet that focuses on wedding planning. For nonbinary people seeking suits without conventional masculine or feminine fits, this is frequently a fantastic alternative. Several years later, Smothers is working with wedding planners to reach additional couples and frequently posts pictures of his clients’ wedding attire on Instagram.

Relationship Building While Saving Customers Money

Legacy Lapels offers fashion without the customary markup thanks to a direct-to-consumer business approach that eliminates the middleman. By avoiding a physical shop, the business can avoid passing on overhead expenses like prefabricated suit storage.

To guarantee that clients receive the quality they desire, Smothers also collaborates closely with vendors. “I work closely with the individuals who actually cut, sew, and tailor my clothes. For every client, I communicate with these individuals every day, says Smothers.

He personally meets with clients to learn about their ideas, get measurements, and talk about fabrics—a strategy that is challenging for many businesses to imitate. According to Smothers, this investment in bringing customers’ ideas to reality has established trusting connections with clients . Consumer

Legacy Lapels can teach other businesses

Your offer should be clear

Filling a need in a marketplace and differentiating yourself from your competitors is the key to niche business success.

As a small-business owner, I know how important it is to offer variety within a niche if you want to compete against big-box stores. Legacy Lapels does this by offering a wide variety of fabrics and colors, which is something that larger  Consumer competitors can’t provide.

Identify your target audience

Smothers advises small businesses to track down clients who value their product and then steadfastly follow through. He strives to keep his product in front of his target market on Instagram to remind them of the value it adds to their lives.

Though not everyone will be drawn to your products. Martinek recommends, “you must know how to discover that specialized consumer who wants and is willing to pay for it,” if you are aware that your product is truly specialized.

As word spreads around town, new customers can be attracted

Smothers claims that word of mouth generates the majority of her business. And that’s irreplaceable.

Not all of his clients are aware they need a tailored suit until they learn about the business from another client.

According to Martinek, loyal and pleased consumers are more profitable, and “frequently those folks will become your finest ambassadors and salespeople” to draw in new clients.


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