In-creasing my shirt collection

For many years my go-to place to buy a shirt has always been Charles Tyrwhitt, they are convenient, well priced and have great designs. Over the past few years I have owned 50+ of their shirts and would consider myself a very loyal customer. So what changed?

I started seeing a brand being advertised around, they had really nice branding and they told a story that really spoke to me. Their story was that of a hustler in the modern world, who strives to look their best but also doesn’t have time for maintenance, this modern hustler incorporates tech into every aspect of their life, so why not their clothes as well? Twillory is exactly this, they have beautiful designs, their products are made with performance in mind, whilst not even needing to iron or care for your shirt, basically the perfect travel companion.

So how did they establish enough value to convince me to switch over, or at least give their shirts a try? Godin brings up a really great concept that he calls “People like us do things like this” the premise of his point is that people want to fit in and be perceived as having a high status. Godin points out that we all have this internal narrative that guides our behaviour and how we as consumers are drawn towards products.

A common theme throughout Godin's writing is that you have to find the smallest viable market. In this particular case of Twillory, they can’t change an entire culture, they are looking for the outliers, the innovators. Although these consumers might see themselves as individuals and not as a group, they are the segment that Twillory are looking for, these individuals want to be perceived as high status and they might think they don’t fit in to any category, however they perfectly align with Godin’s people like us do things like this.

In conclusion, Twillory established enough value to convince me that I needed to be above the curve and join the rest of the innovators if I really wanted to fit in. I definitely didn’t realize this when I made my first purchase, however once I got the shirts, I fell in love with the feel and the performance stretch that Twillory incorporates into their shirts. I now consider myself a self confessed Twillory lover and don’t see myself buying another Charles Tyrwhitt shirt anytime soon.

As always, thanks for reading my post and I’m always open to suggestions!

Regards,

Zak