In a retail world where experience is everything, Indochino is using Major League Baseball to stimulate interest around made-to-measure suiting.
The made-to-measure apparel firm is entering in a multi-year sponsorship as the official made-to-measure suit of the New York Yankees. It’s not the first time the two have paired, but it marks a more long-term relationship.
“The Yankees are among the world’s most iconic sports teams and it is an honor to be joining forces with them to give fans access to a host of custom experiences tailored to America’s pastime,” Indochino CEO Drew Green, said. “This is the beginning of a long-term relationship between Indochino, the Yankees and their fans that will see our mission to revolutionize how men shop for clothing reach millions of people in New York and millions more globally.”
As a Yankees partner, Indochino’s branding will appear in Yankee Stadium signage, plus activations at the stadium, Indochino’s showrooms, and the Yankees’ digital and social media channels. Premium season ticket holders will have access to exclusive custom fittings, and Yankees shortstop Didi Gregorius will be featured in the campaign’s advertising and promote the partnership across his social media channels.
Indochino is celebrating the Yankees’ home opener, now set for Tuesday, by allowing Yankee fans to purchase their own premium custom suit for $379. Consumers can visit Indochino’s website and use the coupon code NYYOPEN during the checkout process to access this promotion. Yankees fans can also book appointments at Indochino’s SoHo and Financial District locations in New York to experience Indochino’s made-to-measure services. The offer will conclude on April 15.
The sponsorship reflects Indochino’s strategic campaign to elevate its presence and accelerate growth in its largest market, which includes U.S. male consumers. This Spring, Indochino is opening a New York flagship on Madison Avenue that will be in close proximity to other made-to-measure specialists in the neighborhood, including Bonobos, Trunk Club and Untuckit.
“New York is the epicenter of the international business community and opening a flagship on Madison Avenue marks a long term investment in our largest market,” Green added. “We fully expect New York to make up 15 percent of all sales in 2018, which will be boosted by our significant new partnership as the official made to measure suit of the New York Yankees.”