Sene wants to be the custom version of Stitch Fix.
The Los Angeles-based men’s and women’s custom apparel brand, formerly known as Suitable, is introducing a home fitting box that lets shoppers choose three styles. Fit samples are sent to the customer’s home and they receive a complimentary video chat session with a fit expert, who will then save the fit blueprint to their profile. The samples can be returned within five days with a prepaid return shipping label, and if a customer makes an order, $5 will be credited to their account.
“We found that if we can get product in people’s hands, it gives a sense of ownership and they would want to follow-through with the fitting process,” said Ray Li, who founded the company in 2014. “Normally, when you get a box of clothes, either it fits or it doesn’t. But with Sene, the fit is just a starting point to create a cut that’s truly unique. We ran a pilot and we found that the conversion of the box was incredible. It makes sense since the experience is tactile and once your fit is saved, why not order?”
Sene uses software and machinery to generate technical patterns based on each client’s fit preferences, and it automates the pattern-cutting process to ensure accuracy, and then the garments are hand-assembled. The brand manufactures its clothes in the U.S. and China. Prices range around $900 for a suit, $250 for a shirt and $295 for a bomber.
This service costs customers $5 — Li said the standard fee is $15 to $20. According to Li, who has previously said he wants Sene to be the Inditex of customized apparel, he’s spent the last two years figuring out its Retail Studio model, which is located in Los Angeles, and building a focused collection and superior customer service.
“The fundamental mission of Sene is to make custom clothing an everyday option, not just for special occasions,” said Li. “Our customers are 30 to 50, successful business owners and don’t normally consider custom but buy our stuff because of the modern aesthetic and stay with us because the custom fit is saved.”
Going forward, Sene will be opening more brick-and-mortar locations and expanding the home fitting box service.