Bonobos opened in 2007 with the mission of providing better-fitting pants. When the menswear site wanted to provide a superior dress shirt, the company turned to data.
Using a platform from data company Qualtrics, Bonobos polled its customers on what they liked and didn’t like about their current dress shirts.
The results were definitive:
Men wanted slimmer-fitting shirts to wear to work.
Bonobos got to work and released this $98 slim button-down. The garment has a more tapered chest and waist than traditional dress shirts.
Customers loved it: the company sold nearly half its stock in the first week alone.
Now, Bonobos is working on using the same technology to make its sweaters and denim better.
Using data could help Bonobos with more than just sales.
Customers are also flattered when they’re asked for their opinions, Ryan Smith, CEO of Qualtrics, told us.
“Just the fact that Bonobos asks their customers to guide their business strategy is pretty compelling and flattering,” Smith said. “The more each customer feels and sees their mark on their favourite brands, the more loyal they become.”
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