Blugiallo – A new digital experience
There have never been so many alternatives to choose from when it comes to tailored made to measure garments. That means that newly created actors needs to offer something unique. It could be that their products stands out from the crowd in terms of quality, options, the amount of fabrics or even quicker delivery options. One new player that are filling one important gap on the market is Blugiallo, a company that offers a new digital experience for the Swedish customers.
Everything began in late December 2013 in a small restaurant located in the central parts of Bologna, Italy. The two friends, Alexander and Daniel, were having a dinner conversation whereupon an elder gentleman entered the resturant. The lively discussion about the ongoing Champions League stopped and the focused changed to this flawlessly dressed gentleman, wearing a double breasted suit tailored to perfection. The elder man leaves the restaurant, leaving the friends to their own thoughts and both agreed on that they had a long way to reach the same level of elegance.
The conversation continued and they started to discuss the unjustified focus on quick fashion, the respect of craftsmanship, tradition and the quality for clothing. Looking back at the elder gentleman, who was clearly wearing a suit made by his local tailor, showed something out of the ordinary. Both continued and agreed on that it could not be that convenient, or economically for the wallet to run to your tailor to sew new clothing in this traditional way. Why not combine this fantastic and traditional craftsmanship in a modern and digital service with focus on flexibility and the customer?
And so, the idea was born in in the track of the love that the two friends have for Italy and its traditional craftsmanship. It was decided, the best of Italian and Sweden created the brand Blugiallo with one promise, a made to measure service fit for the 21st century.
21st Century made to measure
Made to measure should not be complicated, and Blugiallo’s vision is to simplify the process and offer a service fit for the present. With a core focus on a digital and customer experience, its a leap to take the made to measure service to another level.
Instead of presenting just another made to measure service, Blugiallo wants to offer a simplified and complete packages for its customers. The first step to take a part Blugiallo’s service is to book an appointment with them, either by visiting their showroom in Borås, one of their trunk shows or to book a private meeting for their corporate service.
After the initial meeting, your garment will be delivered to your home address or nearest pick-up point within 4-6 weeks along with details for your own personal profile online. With this profile, you will be able to order made to measure and made to order garments and accessories online without attending any meetings or trunk shows.
Their customer service team will always be able to assist you with updating your measurements, giving you style tips or discussing your next order through live chat and e-mail.
Instead of presenting an ordinary made to measure service, with numerous of collections and choices, Blugiallo have simplified the process and put together different offers from the start. Blugiallo’s vision is to offer handpicked collections, with different styles, fabric selections and details to make it easier for the customer.
Blugiallo offers the following categories as of today: Business 365, Four Season, Eminent, Spotlight. Each category are divided into smaller collections, where every collection represent different constructions, fabrics and silhouettes. The reason behind having different collections for the categories is to make it easier for the customers to find what they want, without having too many alternatives to choose from. This could be one of the key items to achieve a successful made to measure service based online.
Business 365 – Basic and minimalistic
Business 365 is the entry-level category which consists of three collections to choose from. These collections are highly recommended to choose if you never tried made to measure clothing before as the lower entry price gives it them an excellent price and quality ratio.
Stockholm is the most basic collection to choose from and is characterized by its minimalist style and colors. It is affordable and an excellent first choice for new and inexperienced customers.
Amsterdam focus instead on a more exclusive construction and fabrics compared to Stockholm. This collection offers the widest selections of fabrics to choose from, but still considered to offer a very good price, construction and quality ratio.
Wien is the most exclusive choice among the Business 365 collections. Wien focuses on luxurious fabrics and the more costly full canvas construction in an affordable fashion. This is the choice for the connoisseur that only wants the best, but with a limited budget.
Prices: Suits 5490 – 7290SEK, Shirt 1290-1490SEK, Trousers 1990-2290SEK, Overcoats 6890-7290SEK.
Four Season – Seasonal favorites
Four Season is Blugiallo’s most interesting category with focus on seasonal favorites and constructions. Compared to Business 365, this collection changes the spotlight to light constructions, colors and patterns consisting of two collections, Bologna and Bordeaux.
Bologna are the foundation of the Four Season collections and offers seasonal fabrics with a lighter canvas construction and unconstructed shoulders. If you are after a leisure and more sport influenced suit or sport coat, this is the choice.
Bordeaux is similar to Wien from the Business 365 collections, but instead with a focus on seasonal fabrics.
Prices: Suits 7290-7890SEK, Shirt 1490-2190SEK, Trousers starting at 2290SEK, Overcoats starting at 7290SEK.
Eminent – The connoisseurs choice
Eminent is a statement from Blugiallo that they are able to make the finest tailoring to date. With garments made carefully by hand in the heart of Italy, this is the collection for the connoisseur.
Geneve is Blugiallo’s answer for luxury at its best and offers handmade details, a full canvas construction and the best fabric to date.
The Blugiallo collection is the brands own way of expressing their passion for Italian craftsmanship. Sit down with a coffee and take a look at their finest fabric bunches and let the fun begin. This is what Italian tailoring is about.
Prices: Suits 10490-12490SEK.
Spotlight – Black tie party
The spotlight line and collection is where you are able to find Blugiallo’s offers for your next black tie event. Here we are able to find tuxedos and fabrics in all the different fabrics that you ever will need for the parties.
The Tailor Room
After you have been provided with credentials after your first order, you will be able to retrieve full access to the The Tailor Room. This is an easy navigated and designed area and one of Blugiallo’s core ideas of changing the made to measure industry. Blugiallo will present personalized outfits from their collections to match the preference of your last order or personal style. These outfits will be presented in the way of a suit, jacket or even a full outfit with additions accessories such as shirts, ties and pocket square. Instead of seeing hundres of different fabrics and options, the focus will instead be on fewer and well thought through outfits to make it easier for the customers for their next purchase.
In the made to measure section, your personalized outfits will be presented and after choosing an outfit you will be forwarded to finalization page. You do not need to think about your measurements, as these are already saved since before by the Blugiallo team. The only thing that you need to think about is your preference for you tailored garment. A good amount of options will be presented which are carefully optimized for the new customer, but also the more experienced (customized alterations and details can always be discussed with Blugiallo via chat or e-mail). After choosing your specific details, its off to the payment step and that is it! Now you only need to wait 5-6 weeks for your garment to be delivered home to your doorstep or nearest pickup point.
The Tailor Room also offers a smaller selection of accessories and made to order garments. Here we are able to find ties from R.Culturi, pocket squares from the limited collaboration between Blugiallo x R.Culturi and made to order garments such as leisure pique shirts.
I also had the opportunity to met Alexander and Daniel in Stockholm earlier this spring and took some measurements for an army green cotton suit for the upcoming summer season. In the next part of this article, we will take a closer look at the final results and details for my order.