Sene’s Ray Li discusses the brand's evolution from traditional suiting to a tech-forward, online-first custom apparel company. He explains how closing a physical store and leveraging a SmartFit Quiz for precise measurements allowed Sene to democratize custom clothing. The episode highlights Sene's innovative approach to product development, offering custom fits in athleisure fabrics and expanding into categories like denim, all while aiming for off-the-rack pricing.
Key takeaways
Sene successfully transitioned from brick-and-mortar to a fully online DTC model, demonstrating that physical retail is not always necessary for custom goods.
The "SmartFit Quiz" is a critical technology enabling accurate custom sizing at scale, which can be applied to other made-to-order product categories.
Identifying and entering new product categories (like custom denim, valued at a "$17 billion opportunity") with a focus on delivering "the best possible version" at competitive prices is a strong growth strategy.
Utilizing crowdfunding platforms like Kickstarter can be an effective way to relaunch a brand, test new concepts, and gather initial funding and customer feedback.
By blending athleisure with traditional formalwear (e.g., FlexTech Suit), brands can tap into evolving consumer preferences for comfort and versatility.
The word “suit” may elicit visions of measuring tape, tailors and brick-and-mortar stores filled with crisp jackets and slacks. However, as consumption evolves from being within the mall to on the computer, and from cashmere to casual, Sene, an apparel brand that started with a focus on being the Lululemon of suits, has adapted accordingly.
Since the brand launched in 2015, Ray Li, co-founder and CEO, has spearheaded Sene’s transition into an online purveyor of custom suits under the brand values of sustainability and inclusivity. In 2019, Li decided to close down Sene’s Los Angeles location and relaunch the brand on Kickstarter with a SmartFit Quiz to hone in on the custom sizing aspect of Sene. This changed the trajectory of the business, Li said.
“Our mission was always to make custom clothing possible for everyone,” he said on the Glossy Podcast. “But it was a very long journey to get here.”
After moving the brand fully online, Sene introduced its FlexTech Suit, a “custom suit [made of] athleisure fabric,” and soon after, its custom denim. Li, who sees a “$17 billion opportunity for custom denim,” plans to expand Sene’s denim selection with shorts and jackets. He also plans to introduce more athleisure styles like joggers. “Each time we enter a category, we want to feel like we’re making the best possible version of the product we have,” said Li. “We also want to price it at an off-the-rack price.”
Sene successfully transitioned from brick-and-mortar to a fully online DTC model, demonstrating that physical retail is not always necessary for custom goods.
What does this episode say about product & merchandising?
The "SmartFit Quiz" is a critical technology enabling accurate custom sizing at scale, which can be applied to other made-to-order product categories.
What does this episode say about brand & content?
Identifying and entering new product categories (like custom denim, valued at a "$17 billion opportunity") with a focus on delivering "the best possible version" at competitive prices is a strong growth strategy.
What does this episode say about ai & automation?
Utilizing crowdfunding platforms like Kickstarter can be an effective way to relaunch a brand, test new concepts, and gather initial funding and customer feedback.
What does this episode say about dtc strategy?
By blending athleisure with traditional formalwear (e.g., FlexTech Suit), brands can tap into evolving consumer preferences for comfort and versatility.
