Hubert Ozz enables buyers design their shirts

Shirt brand Hubert Ozz is aiming at redefining shopping experience by providing customized shirts for buyers in stores. The idea behind the concept is to enable retailers clear stocks faster. The company feels that while readymade garments for men have evolved over the ages, providing the right fit for all is still challenge. In most cases, the shirts in trial room are tested on the basis of shoulder size, while factors like tummy size, differences in chest sizes, etc., continue to be difficult areas.

To address this, the brand has introduced the concept to help customers design their own shirts. Using a kiosk, a customer can design the colour, pattern, size and also can chose the material of collars, cuffs, buttons and pockets. Using 3-dimentional views, the customer will also get the advantage of viewing the finished image of the garment. This customization will help the customer to make a quality purchase, while helping the retailer in terms of saving on time, stocks and replenishing materials too. Right now the customization option is available only for shirts. However, moving forward, there are also plans to bring similar computer-assisted design options for women’s wear. The brand currently caters to men in the age group of 14 to 72 years.

According to Varun Sharma, Head - Marketing, Hubert Ozz, the initial reception to the new technology was welcoming. “While the computer-based interactive devise will change the way in-store sales work, the role of the store sales staff will be an added advantage as they will have to explain to the customer, the design elements, types of materials, basics of size and more,” he said.

Store sizes and categories

The exclusive stores of the brand are sized around 200 to 250 square feet, while in a multi-branded retail store, it will occupy a dedicated area of 100 square feet. At present the retailer is present in 24 outlets, while 20 are franchise stores, present in the form of shop-in-shop models and four dedicated stores. The retailer is at present only in high-streets but going ahead is planning to expand presence to tier-2 and tier-3 cities.

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