Custom tees a customer tease
The brainchild of former marketing and communications executive Jane Wing and former fashion wholesaler Charlotte Tottman, foghorn.com.au's design and functionality took a year of effort by top international creative designers and computer gaming specialists, confirmed co-founder Jane Wing.
"We wanted the site to be as easy and straightforward for consumers to use," she said.
The user interface had been designed to minimize steps and provide customers with all purchasing tools in one space, while from Foghorn's perspective the system allowed the company to fully manage every aspect of the business via its website.
Designed to tap into the "customisation craze" the concept allowed consumers to create their own designs online, resulting in a unique tee shirt with an affordable price tag.
Starting at $40 including one line of print, prices would rise with additional print elements but were unlikely to exceed $60, Wing said.
Available in basic, ringed-cuff-and-collar, fitted and sleeveless 'muscle' styles for men; basic, fitted and singlet styles for women; and kids, little kids and baby tees for children, all blank tee shirts were sourced from leading North American T-shirt brands American Apparel and Gildan.
"The research we did into internet retail showed that people are happy to buy items such as tee-shirts online because they don't have to touch them or try them on to be sure they are right. However, one thing we believe is really important is quality of product, so the tees are premium quality; they're made to last and keep their shape."
It was hoped the quirky appeal of the concept would disseminate via word of mouth, she said.
"We really want this to be a brand that emerges off the street. It's very much about people being able to express their individuality in creating their own design rather than buying into a big brand."