For a brand that is literally stitched into its products, protecting the name InStitchu was an early consideration for Founders, Robin McGowan and James Wakefield. They knew they’d come up with a unique name and business strategy, so they wanted to invest in it and gain ownership quickly. InStitchu offers custom, tailored menswear online as well as a network of Showrooms across Australia, New Zealand and the United States.
However, InStitchu is more than just suits and shirts. Known as a vertical brand, their products are made to order straight from manufacturer to consumer. The brand represents a new experience for their customers to create something that is unique to them in both design and fit with a fast turnaround (it takes just 3-4 weeks door to door to create a custom, tailored suit).
We sat down with Co-Founder Robin to discuss the value of the InStitchu brand and the importance of protecting it with a trade mark.
‘InStitchu is a unique brand name, including a recognisable logo with colours that match what we sell,’ ‘Robin says. ‘It’s something people remember so it was important to get this protected.’
The value of protecting InStitchu
InStitchu started in Sydney as a pure online retail business and at the time Robin and James were offered advice from a lot of mentors that if you’ve got something unique and you want to keep it, it’s really important to protect it. This is because it will be an asset to the business as it grows.
‘We decided to trade mark not long after coming up with the name, because it was distinctive, and no other business was using it,’ explains Robin. ‘So we needed to gain ownership quickly.’
Now grown to nine stores globally with plans to continue expansion, they’re happy they took this advice. When asked why it was important to protect InStitchu, Robin said, ‘as our brand has become more recognisable, it’s now more valuable both to the business and to our customers.’
The trade mark application process
While they didn’t find it too difficult to trade mark, they did seek legal advice to better understand the process and to make sure they protected the brand name and logo correctly.
When asked if there was anything that could be improved about the process, Robin suggested it would be good if you could do it more easily by yourself online, in a few clicks and easy steps. ‘When you’re starting a business it’s really about time efficiency.’
With the recent launch of Trade Mark Assist, a tool to educate and guide you through the steps of a trade mark application, we asked Robin how this would help other businesses. ‘This will be beneficial to new and existing business owners, the process can seem daunting so anything to improve this will help them in the long run.’
Watch our chat with Robin
You can also read the full transcript for this video.