How to innovate something as basic as the T-shirt? Or should certain commodities remain uncomplicated? One menswear brand is betting on leveling up the everyday staple, not only designing a new hybrid tee that maximizes both comfort and style, but even offering experiential bells and whistles to boot.
Cuts is the name of this relatively new direct-to-consumer men's T-shirt label taking the plain tee up a notch. Besides producing its shirts in the label's trademarked material created for durability and optimal fit, Cuts enhances the consumer brand experience through a unique membership model: Subscribers to the optional program will receive two new shirts monthly as well as special invites to events, access to exclusive styles and colors, and the chance to provide feedback that ultimately will dictate the twice-monthly releases.
Perhaps most interesting from a brand strategy perspective is the opportunity that this feedback loop creates for Cuts to gauge consumer opinion from its most dedicated customers regarding what styles it should produce next—helping the brand hone its inventory and avoid creating deadstock by aligning with what members demand. Cuts takes its merchandise-screening a step further with its Friday Projects offering, which delivers new limited-edition drops to participants over text message. Behavior and feedback around these drops lets the brand continually refine its inventory.
PSFK highlighted Cuts and its dynamic merchandising strategy as part of a recent Holiday 2020 retail report — check it out here for more inspiring examples of retail innovation!