Timothy Aquino of Institchu - Suiting Up for Custom Fit

Two words that hold increasing real estate in the vocabulary of retail are commerce and personalization (a.k.a customization). One of the challenges of buying high-end apparel and accessories online (whether it be eyeglasses, footwear, or even tailored suits) is the confidence in both the accuracy of fit and the quality of the workmanship. Tim Aquino, the Head of Sales North America for Institchu (offering tailored made suits both online and in their showroom here in New York) came into the studio looking about as dapper as one would expect, and if that’s any indication, this  company might just be onto how to make personalized commerce work. He shares with Chris Hansen and Rebecca Fitts about why fears about the quality of work in China may be misguided, and how this retail company brings their in-person store experience to the online customer.

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