Sorry, your browser is not supported
To have the best experience using Skillshare, we recommend that you use one of these supported browsers.

Jené Etheridge

Student, Amateur Blogger, Expert Burrito Builder



Vastrm Leading Strategy Questions

* Research is primarily focused on US market 

Vastrm is… an online apparel company that offers a home try on program that allows the consumer to determine their own custom measurements - "warby parker for shirts"

The home try on program process: select several fit types, define adjustment points on shirt, save size info online 

Business Problem: Consumers are unaware that Vastrm exists 

Business Goal: Drive 100,00 people to the Vastrm site to find out more about the product by June 2013

Strategy: ?

Solution: ?

Goal to Strategy: How can we increase the number of (unique) site visitors?

Leading Strategy Questions:

Q1: What is the consumer's background?

Q2: What is the competitor's background?

Q3: What is the decision Process for online consumers?

Q4: What is the environment for home try on programs?


Q1: Who/When/Where/How of Consumer


From Google Ad Planner (In the market for Men's Clothing, Athletic Clothing)…

- Highest demographic is age 25-34 at 39%, also high for age 18-24 at 26%

- Women actually hold a higher market share for Men's/Athletic Clothing at 53% (In Men's Clothing they hold an even higher market share at 58%) 

- Other topics of interest include: Men's Clothing, Athletic Shoes, Suits and Business Attire, Gymnastics Equipment, Skirts (reflect buying power of women) 

- Other websites of interest:,,,,


- All mens fashion websites/blogs (some are sports-focused)

- Sites are focused on online endorsements, magazine features

- Customers and readers are mostly upper middle class and have higher education, value personal look/style and sports 



From Google Ad Planner (in the market for Men's Clothing, Athletic Clothing)…

- Cali, Colorado, East coast states (NY, Connecticut, Vermont, etc.)

- For the market of general men's clothing: most popular in colorado, upper midwest)

From Google Search Trends (search term "custom polos")...

- Popular search term in southern/eastern states (warmer climate) 


From Google Search Trends (search term "custom shirts")… 

- Higher interest on east coast: Connecticut, Pennsylvania, New Jersey, NY, Massachusetts 


From Google Trends (search term "custom polos")…

- Lower search frequency in late Fall, early Winter (Nov-Feb)

- Highest search frequency in early spring, summer 

From Google Trends (search term "custom shirts")…

- High points most common in April, August/September 



From Topsy…

- Mention of Vastrm in past 60 days: highest on Nov. 19, 21 

- Featured on Reddit on Nov. 21 for Black Friday in FRUGALMALEFASHION (2 upvotes)



Q2: What does the competition have to offer?

Competing websites: Ledbury, Blank Label, J. HIlburn, BleuFlamme, ProperCloth, ShirtsMyWay

Common themes of these websites that Vastrm doesn't have:

- Easy-to-follow videos that offer step-by-step instructions

- J. Hilburn focuses on their "direct-to-consumer" manufacturing

- Some offer in-home or in-office appointments for personal measurements, in-person samples of swaths of fabric, style advising, etc. 

- Most priced around $99 (and they're dress shirts, not polos) 

- J. Hilburn, Blank Label offer limited collections for holiday season

- J. Hilburn, Blank Label focus on gifting (reach large women's market)

- Offer extensive help online or by phone, helpful FAQ pages 

- Detailed About Us pages

- Easy-to-navigate websites 

Q3: What is decision process for (avid) online consumers?

From Think with Google...

2008 study: The online apparel shopping process

- The internet is the primary source of info for apparel shoppers

- Online is key throughout the apparel shopping cycle: apparel shoppers are multi-channel and they rely on online research to make online and in-store purchase 

- Online apparel shoppers prefer to purchase from online-only retailers (42%) and online auctions (29%). in-store apparel shoppers prefer mass merchandise and department stores

2012 study: The role of mobile and video in the apparel shopper digital path to purchase 

Shopping Digital 

- Digital is core to apparel shopping and consumers are shopping across devices: 57% of apparel sales will be online-influenced by end of 2012

- Mens category shows 123% growth (dresses category is highest at 131%) 

- Apparel shoppers prioritizeFIT (89%) and AVAILABILITY (in stock-85%) over other features 

- Online purchasers are motivated by CONVENIENCE, DEALS & INVENTORY AVAILABILITY (50% purchased online because it's convenient) 

- Apparel purchasers window shop online: 1/4 purchases are impulsive (73% because of a good deal)

Mobile Shopping

- Mobile devices aid discovery: 50+% of mobile apparel shoppers discover new brands on mobile devices 

- Mobile devices used most while at home (69%)

- Mobile researchers purchase more often and spend more average order - 1/4 purchased apparel 6+ times in the past 6 months 

Shopping through Video

- Video drives apparel sales: 4 in 10 visited in store or retailer website as a result of watching apparel videos 

- Video researchers purchase more and spend more 

- Video is key for young shoppers - millenials are avid online video viewers and use video to determine purchase behavior 

Q4: What is the environment for home try on programs?

- Glasses are the most successful market (Warby Parker, Tortoise & Blonde show up when searching "home try on")

- If searching "home try on clothing" lots of digital try on programs show up --  "virtual fitting room"


Conclusions and Insights

- Most competitors focus on dress shirts, which means there is a big potential for early market entrance into the custom athletic/men's wear market for men's polos with an emphasis on golf and tennis clothing 

- Vastrm could put more emphasis on relationship with distributor. A popular aspect of Warby Parker was the "buy a pair give a pair" aspect. Customers like the emphasis of personal relationships, intimacy, knowledge of where products are coming from. 

- Focusing on videos is an easy way to promote the Vastrm brand, while giving an easy how-to guide. 

- Vastrm receivd the most traffic recently when online promos and sales were offered through Reddit

- Emphasis on the convenience of home try on programs will set Vastrm apart from competitors.  Customers who don't work in a traditional office setting, who want to avoid teh hassel of trying clohtes in-store, and who don't have the time to meet with a pesronal style consultant are the primary target consumers 

- Female consumers hold a large part of the men's clothing market. Focusing on gifting and highlighting the ease and convenience of ordering a custom polo can increase visibility.

- Using deals, the latest fashions, and free shipping as incentives for impulsive online window shoppers can also increase invisibility

- Focusing on mobile shopping will help reach consumers who browse through mobile devices


Please sign in or sign up to comment.