Indochino promotes first Toronto pop-up with PR

Indochino.com, a custom menswear e-commerce site, is taking its Traveling Tailor retail pop-up to Toronto for the first time from May 8 to 25. The Vancouver-based company previously launched Traveling Tailor in several U.S. markets last summer, offering one-on-one tailor appointments, fabric selection and styling consultations. “The reason we started [the pop-up] was there were […]

Indochino.com, a custom menswear e-commerce site, is taking its Traveling Tailor retail pop-up to Toronto for the first time from May 8 to 25.

The Vancouver-based company previously launched Traveling Tailor in several U.S. markets last summer, offering one-on-one tailor appointments, fabric selection and styling consultations.

“The reason we started [the pop-up] was there were a lot of guys who wanted to connect in person,” said Kyle Vucko, Indochino co-founder and CEO. “They wanted to see and feel fabric, they wanted help measuring and most of all they just wanted help getting dressed. And for us, we learn so much about our customers by meeting and helping them in person.

“You get a ton of data being an online company, but you get an equally large but very different pool of data by just interacting with [customers],” he said.

To promote the Toronto location, Indochino hired The Siren Group, which is handling a kick-off VIP event, product publicity and placement, media relations and media tours.

Robin Rowley, manager of public relations at Indochino, said the company hires local PR agencies in many of the markets Traveling Tailor enters. “They have that deep knowledge of the local market. It’s not just about the business reporters or menswear reporters, it’s about the up-and-coming blogs and social media influencers,” she said. “They identify those key partners and help us reach out to them with our story about Traveling Tailor.”

Indochino is also launching a Facebook campaign and reaching out to its existing customer base to spread the word about the event. “Toronto has had one of our biggest fan bases since we started the company,” said Vucko. “We had a tough time finding great retail space because the market is so hot, so we’re just excited to finally get to Toronto more than anything.”

Advertising Articles

Alain Tadros leaves Publicis for Metro

President of the Montreal office heads client side for the first time in his career

Cineplex wants to talk about the weather

New campaign positions movies as a fall back option when weather doesn't cooperate

Kit and Ace’s summer of ‘Eh’

Retailer brings a taste of Canadiana to U.S. pop-up showroom

The Juno Awards selects Rock-It as its PR AOR

After 15 years with Holmes PR, the Juno Awards has chosen a new shop

The quest to predict the way brand images get hijacked

Schulich is developing a tool to help marketers predict negative brand attention

20th Century Fox’s futurist looks at the bigger picture

Ted Schilowitz of Barco Escape discusses innovation coming to a theatre near you

When does culture and ethnicity matter in marketing?

Cultural identity is one of many factors that influence consumption

If you’re picking an ad agency, don’t look back

A good track record matters, but so does a plan for the future

Summer of Creativity puts agency pros in the hot seat

Taxi, Smith and others discuss increased client expectations and other issues