Online concierge menswear with Men's Style Lab… Ryan Weldon (Co-Founder Director of Member Experience) and Darian Baugh (Co-Founder CEO) of Men’s Style Lab [link], a concierge clothing service for men, join Pavan Bahl and Marc Raco on the floor of the Innovation Center of the 2016 ECommerce Show USA in Atlanta, GA. This interview is sponsored by Alert Tech, a powerful tool for retailers to understand the performance of their retail stores and make better business decisions. Identity, packaging, and second mover advantage Weldon and Baugh discuss that how men dress helps them accomplish and be who they want to be, how the sense of fashion drives the brand and how the brand drives the sense of fashion, the way the brand’s surveys are aspirational, gravitating to a polished and professional look, the team of packaging stylists, hand written notes and wax seals, the $3 Million raise, how guys hate to shop, a possible second-mover advantage, and curated commerce. Laboratory, Snapchat and presentation The origin of the word “lab” in the brand’s name, creating an experience, the science behind it the service and proprietary tools, the communication tools used with customers, relating personal interests with product, leveraging Snapchat with stories and capturing them, identifying who the customer is and engaging them over their lifetime, and how the choices of packaging has evolved. Presentation creates an experience, textualizing touch and feel, and the perception of an actual person on other side. Des Moines, shipping and Jumpman Pros and cons of building in Des Moines Iowa, surprising people, the shipping time advantage, and accomplishing geographical presence in NYC and LA. Off the Grid Questions cover the Jumpman logo, teams, selling Amway, and thinking differently. References: Scotch and Soda Schott NYC Ben Sherman Maker and Co. Trunk Club Palace Hotel Slack Snapchat Air BnB