Alton Lane identified a gap in the men's suiting market, combining an experiential retail approach with an improved supply chain to offer a superior customer experience. Their unique strategy, including a partnership with BHLDN and recent TikTok launch, highlights the evolving landscape of menswear and the power of strategic brand building for growth in 2023.
Key takeaways
Identify unmet market needs: Alton Lane found success by pinpointing a gap in men's suiting for personalized, experiential retail, rather than entering a saturated market.
Prioritize customer experience: Combining better access to fit and an improved supply chain with an exceptional experience was key to Alton Lane's differentiation and early success.
Embrace strategic partnerships: The partnership with BHLDN allowed Alton Lane to expand its reach into the wedding market and leverage an established brand.
Adapt to new platforms for growth: Alton Lane's launch on TikTok demonstrates the importance of engaging with new social media channels to connect with evolving consumer behaviors.
Innovate brick-and-mortar: Alton Lane's initial 12th-floor retail space, focused on experience over prominent street-level visibility, showcases a creative approach to physical retail stores.
Co-founders Peyton Jenkins and Colin Hunter created menswear brand Alton Lane in 2009, after pinpointing a gap in the men's suiting market that was just waiting to be filled. They kicked off the company with a store intended to bridge the gap between experiential and retail. It was located on the 12th floor of a 20-story building on Broadway in New York City. "[Hunter and I] noticed this emerging trend of self-presentation awareness. We were within that crowd, and while we had no fashion or apparel background, we loved the idea of a challenge," Jenkins said on the latest episode of The Glossy Podcast. "At the time, no one was focused on experiential retail ... not like they are today. We thought, 'If we could combine these two things -- better access to fit and a better supply chain -- and through a much better experience, then there was something there.' And we just ran with it." Since its inception, the brand has become the official menswear partner of BHLDN, Anthropologie's wedding brand. And within the last two months, it launched on TikTok. With both of these moves giving the company a boost, its plans include strong growth in 2023.
What does this episode say about retail & omnichannel?
Identify unmet market needs: Alton Lane found success by pinpointing a gap in men's suiting for personalized, experiential retail, rather than entering a saturated market.
What does this episode say about brand & content?
Prioritize customer experience: Combining better access to fit and an improved supply chain with an exceptional experience was key to Alton Lane's differentiation and early success.
What does this episode say about supply chain & operations?
Embrace strategic partnerships: The partnership with BHLDN allowed Alton Lane to expand its reach into the wedding market and leverage an established brand.
What does this episode say about founder & leadership?
Adapt to new platforms for growth: Alton Lane's launch on TikTok demonstrates the importance of engaging with new social media channels to connect with evolving consumer behaviors.
What does this episode say about retail & omnichannel?
Innovate brick-and-mortar: Alton Lane's initial 12th-floor retail space, focused on experience over prominent street-level visibility, showcases a creative approach to physical retail stores.
