The name Suitable, which was supposed to stand for “suitable for you,” was confusing people, according to the brand’s director of growth marketing Michelle Velberg. Customers thought the company only offered custom suits when it actually is a full lifestyle collection.
Now the brand is named Sene, a name Velberg said doesn’t represent anything, which is why it was selected.
“It’s crisp and clean and void of meaning, but it sounds familiar,” Velberg said.
To coincide with the name change and re-brand, which is more elevated and fashion-oriented than the previous Suitable branding, Sene is launching a fall campaign, #Mysene, which will showcase various influencers and chief executive officers and their “scenes” on different social media platforms and Sene’s e-commerce site. Sene previously partnered with Instagram influencer Patrick Janelle on a capsule collection of suits and overcoats.
Along with the name change, a portion of Sene staffers are relocating from New York to Los Angeles to open the brand’s first brick-and-mortar store, which is set for spring 2017. Sene operates a showroom in New York that will remain open. Velberg said the plan is to have eight stores open across the U.S. by 2018. Another addition to the business is a replication service, which will allow customers to send in garments they like and Sene will reproduce them.
Sene, which was founded by Ray Li in 2014, started with suits but expanded into lifestyle apparel. The brand cuts each piece from scratch to fit and customers receive their purchases within 25 to 30 days, which means Sene never has any excess inventory. Velberg said a women’s line along with a 3-D body scanning system for a more efficient fitting process are in the works.
Read more from this week’s WWD:
The New Frontier: Direct-to-Consumer Fragrances: Hawthorne for Men, Phlur, Pinrose and Commodity Goods are part of a direct-to-consumer fragrance category growing online.
Jessica Alba’s Honest Beauty Expands, Plans Canada Launch: The beauty brand is also looking to move into Western Europe and Australia.
Retail Employment Rises Across the Board: Specialty stores and department stored boosted payrolls in September.