Do You Lead With Price?

According to its president and CEO, Drew Green, 7-year-old suit specialist Indochino is "the largest custom apparel company in the world," and growing.

Indochino's set to eclipse 100 stores this year, opening eight in February alone, Green said on the latest Glossy Podcast. Its other plans for 2022 include expanding to women's suiting and increasing its wedding apparel business. 

For several years already, the company's done nine figures in annual revenue. Secrets to its success include taking a diversified approach to marketing that includes "everything from podcasts to team sponsorships with the Yankees, the L.A. Rams and the Boston Red Sox," Green said. 

The company's "showroom" store model, which necessitates minimal investment, and prioritization of the customer experience have also served it well. 

"I like the Four Seasons model [of earning customer loyalty]," Green said. "I understand the benefits of actually having points or cashback and all the different mechanisms within a loyalty program. But where we've invested for loyalty is in the actual experience: making it fun, making it interesting and making it memorable. That's what the Four Seasons does. They don't have points, they don't have cashback, they just provide a world-class experience."