ing ranges for a relatively small marketplace can be offset against the lower costs of operating online.
Setting up my new brand, Alto Clothing, online is the only way I can offer my clothes to people. I™m selling direct, so the extra costs involved in
short production runs can be offset against the savings made by eliminating the high street shop. The lower costs associated with the Internet make my business viable. The
Opportunity offered by the Internet for Alto Clothing is the same as for many specialist businesses, in all kinds of markets it lowers costs and increases the potential market size.
Sourcing tall man's clothing
I have a great looking Web site designed by a central London agency, supported by some very effective Search Engine Optimization. By and large, I™m getting to grips with the online part of my business. But, even though Alto Clothing sells 100% online, the challenges are offline.
Finding suppliers equipped to make the sizes I need, and who have a long-term vision strong enough to set up production runs small enough for a start-up in a niche market, has been, shall we say, interesting.
œ200? Don™t you mean 20,000? became a depressing familiar response as I contacted prospective suppliers. I™ve had to balance the choice between using more expensive European-based suppliers, who are happier to provide smaller quantities with lower-priced far-eastern suppliers who demand larger orders.
And then there are my ethical principles to factor in. I™ve been checking, as much as is possible, that Alto is not choosing suppliers who employ child labour, use questionable Health & Safety standards and other dubious practices.
Luckily, I™ve been able to use my experience both as a consumer and in a previous men's fashion business to find suppliers who can provide the specialised sizes my customers need.
Lessons for start-ups
Securing the kind of edgy or younger clothes for the vision I have for the Alto Clothing brand continues to be the biggest challenge as Alto grows in its critical first couple of years.
My advice for start-ups, now I™ve been through more than one? Look at all aspects of
Your business. Try to foresee as many pitfalls as you can, but accept that you can never anticipate them all. The real challenges are quite often in the most surprising places. You just have to tackle them with persistence and enthusiasm, there's almost certainly a solution there somewhere!
Author information
Fed up with trying to look good in the clothes available on European high streets, Justin Edison set up his own Internet-based business. Alto Clothing caters 100% for tall, thin men by providing fashionable clothing in hard-to-find sizes, so look at
altoclothing.com for tall trousers and much more. "
