PDT Assignment

would happen here too.
Q: What are the challenges you face?
A: The main challenge is that e-commerce
is still relatively new in Malaysia. People are
used to buying in a shop where they can feel
the material and pay in cash. But things are
definitely changing and a lot of people are
now comfortable using online banking or
their credit cards online. There has also been
a healthy development of the broadband
infrastructure which definitely helps in the
ease of purchasing online. Thirdly, as more
e-commerce businesses are established here,
people will be more exposed and realise the
convenience and ease of online shopping.
Q: What is your opinion on
Malaysian men’s fashion
sense?
A: Over the last couple of years,
men’s fashion sense has
definitely improved.
There’s still quite a
way to go before we
Our brand is driven by one simple vision:
standards, but
we want men to dress better,” extols Andreas
we’re definitely
Olsson. The 33-year-old Swedish-Malaysian
catching up. One
is the founder of www.shirtsculture.com, an
important aspect
online site that touts itself as “the perfect fit
of our site is our
company.”
articles where
Offering men customised shirts based
we provide tips
THE PERFECT FIT
IN MEN’S SHIRTS
reach
European
on their specific requirements, Olsson set up
Shirts Culture last year. The boyish Olsson was
born and brought up in Sweden and graduated
with a master’s degree in business.
“I decided to come to Malaysia as my mum
is from here, and I’ve always been curious
about the country,” he explains. “I’ve now been
in Malaysia for seven years working in the
media industry and I still love it here, except
for the occasional traffic jam.”
In an email interview, Olsson explains
more about his fashion enterprise.
Q: What made you decide to set up Shirts
Culture?
A: It was always my dream to
achieve entrepreneurship
since I was a kid. When I
was in middle school and
we couldn’t get hold of a
particular brand of trading
card, my friend and I started
to import the cards. Eventually,
we sold them to our classmates
in order to cover our costs and
to earn a small profit. The
transactions from this
little enterprise got me
excited on how fun
business could be.
Fast track to Malaysia
and several years
later, I was having a
discussion with my
good friend-turnedpartner.
He told me
about his family’s
textile and tailoring
business and I saw an
opportunity. Growing up
in Sweden, I was exposed to
the Internet from a very young
age and I’ve seen how the online
industry exploded. I knew it
was just a matter of time that it
Q: Take us through a simple step- by-step
process for a new customer to order his shirt.
A: The first step is to choose your shirt design.
Once you have done that, you have the option
of choosing your type of fit, collar, cuff and
even add a monogram. Each one of our shirts
is tailor-made specifically to the customer. All
our shirts are tailored in Singapore to ensure
the quality is top notch. The fabrics which we
use are top grade, imported from various parts
of the world. We use only the best and never
compromise on the quality of your perfect
fit. Once it’s tailored, we will send it right to
your home. It’s all about convenience without
compromising on quality.
Q: What has been the feedback from
customers thus far?
A: So far, it has been good. We started out
by getting a few orders from Kuala Lumpur,
and we are now getting a steady stream of
new customers from other states in Malaysia,
and also from Singapore. We also have repeat
customers and are doing our best to keep our
customers satisfied.
Q: What are your goals regarding Shirts
Culture?
A: Our short term goal is to build awareness
of the brand and a healthy customer base.
We are currently only shipping to Malaysia
and Singapore but our goal this year is to do
international shipping.
Q: What is the most popular design and
colour amongst men?
A: The most popular design is the Business
Blue. Not surprising as it’s a versatile colour
that works well professionally and also in a
more casual setting. Nevertheless, we will be
exploring more funky colours for a buzzy vibe
to our collection, to appeal to more daring and
adventurous customers.
on everything from “How important the fit
is” to “How to take care of your shirt”. We are
continuously updating our site with inspiring
and educational articles on men’s fashion.
Q: Why did you choose Peter Davis as your
campaign model?
A: I have met Peter on several occasions and
also had the pleasure of working with him
before. He makes work fun and as a client, is
very easy to deal with. So once I was setting
this up, he was at the top of my mind.
Q: Who is your targeted clientele?
A: Our target audience would be men between
23 and 43. Mostly professional working men
but really anyone who wants to dress well
either for work, play or a romantic date.
8
credit: http://www.thestar.com.my/Lifestyle/Features/2014/01/24/The-perfect-fit-in-mens-shirts/