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HK men's clothing brand DETERMINANT redefines sizing with 61 options

HK men's clothing brand DETERMINANT redefines sizing with 61 options

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Hong Kong-based men's clothing online shop DETERMINANT has unveiled “THE61S” campaign to showcase its 61 sizes by bringing together 61 people from all walks of life to try on the wrinkle-free dress shirts.

According to the brand, the 61 combinations come after years of painstaking research and body size data analysis. As DETERMINANT believes that every BODY deserves a well-fitted, comfortable shirt, and as such it introduced the campaign with the launch of the "The Perfect Fit Journey" pop-up store at Cityplaza. From the campaign’s photoshoot, thematic video and in-depth interviews, the diversity between the 61 participants extends from their wide range of sizes to their various personalities, from their experience with DETERMINANT to in life.

Meanwhile, until 2 October, visitors can not only find their perfect fit, but also discover more about the story and craftsmanship behind the brand’s wrinkle-free dress shirts at the pop-up store. With a display of the entire 61-size collection to let visitors feel its exquisite quality, an innovative 3D body scanner is displayed to ensure visitors to find their ideal shirt size, along with a styling zone to educate visitors on how to wear a dress shirt in various occasions, allowing visitors to learn more about how a dress shirt should fit – they can find their perfect dress shirt size and stock up on these well-fitted shirts at the same time at Eslite Spectrum Tai Koo nearby.

The 3D body scanner combines fashion savviness and artificial intelligence to recommend a size and fit from the DETERMINANT’s 61 size combinations that matches the best to the body, making the journey of finding the perfect fit much faster and easier. The 3D scanner will do a full body scan and take accurate measurements by generating a 3D model of the torso in one minute, followed by an accurate size recommendation. In the Styling Zone, visitors are guaranteed to takeaway a wide range of styling tips on formal attire, semi-formal, pattern and colour mixing.

The introduction of a 3D body scanner is to offer a better user experience as it provides the ideal size recommendation much faster and with increased accuracy, compared to the traditional way of taking measurements with tape measures manually, "As DETERMINANT's mission is to create functional work-life wear to empower every Gamechanger, we would like to give a game-changing experience to our visitors as well, and the 3D body scanner can execute the task of helping everyone find their well-fitted shirt effortlessly and efficiently," said a spokesperson from DETERMINANT. 

"At the Cityplaza pop-up, it is the first time we have introduced the 3D body scanner to the brand, we are planning to expand the use of it in the future and truly make use of technology to help our customers find their perfect size in little to no time. Our tentative plan is to place the 3D body scanner(s) in places with high traffic, such as MTR stations or CBD areas, to maximise the number of people who can access it and for these busy individuals to step in and out for a quick scan and get their recommended shirt size when they are on their way home, and purchase the shirts that they like online at any time," the spokesperson added. 

As a brand that started as an online store, DETERMINANT understands the importance of leveraging online platforms as a medium of promotion in this day and age, mainly with digital advertisements and its own social media content, as well as media report, to drive consumers to visit the online store. Until recently, it has extended the engagement with our consumers from online to offline, with pop-up and physical stores, allowing consumers to try on the products themselves and reaching out to more people, breaking through from the technical constraints and boundaries of an online store.

"We provide giveaways and special offers for both online and offline stores regularly, customers can even join The DETERMINANT Club to earn exclusive rewards by being more interactive with the brand, such as writing a review or subscribing to our newsletter," said the spokesperson. 

“In the past year, we have organized and hosted many pop-up stores in various districts to let people have an in-person DETERMINANT experience. As the location is key to these pop-up stores, we have chosen to locate at shopping malls that are popular amongst the younger demographics and proximate to a DETERMINANT physical store, to reach out to our target consumers and as a call to action to drive sales.” said Luke Ng, associate director, operations management, DETERMINANT.

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