Building Trust and Storytelling: How Sartorial Brands Thrive Online - Matthew Rehurek, e-Commerce Advisor

To get a different take on the eCommerce and luxury fashion space, we sat down with Matthew Rehurek, an owner and advisor of eCommerce brands, to get his thoughts on the industry in general and what it takes for brands to be successful in the current market environment.

Introduction

Can you give us a brief overview of your experience of the eCommerce space?

As an entrepreneur with years of experience acquiring and advising eCommerce brands, particularly in the apparel space, I’ve had the opportunity to observe firsthand what makes brands succeed in today’s challenging consumer market. My journey has also been shaped by a personal passion for sartorial clothing, blending my professional insights with my appreciation for high-quality craftsmanship and design. This perspective allows me to explore the evolving landscape of luxury apparel and how brands like Rampley and Co. are navigating the intersection of eCommerce, apparel, and shifting consumer behaviors.

Navigating the Consumer Market for Sartorial Clothing

From your experience as both a consumer and an advisor to eCommerce brands, what makes sartorial clothing stand out in the highly competitive online apparel space?

Price points in the sartorial clothing market are often a challenge to convey effectively through eCommerce. Unlike a physical store where customers can see and feel the quality firsthand, online platforms require brands to tell their story and showcase their craftsmanship in a compelling and succinct way. The narrative around a brand’s heritage, the uniqueness of its materials, and its attention to detail must resonate quickly with the customer. It's not just about selling a product but creating an experience that communicates value and builds trust in a premium price point.

Lessons from Acquisitions in Apparel

What insights have you gained from acquiring and advising eCommerce apparel brands that could help sartorial clothing companies succeed in today’s challenging consumer market?

Having evaluated and acquired numerous eCommerce brands, especially in the apparel space, I’ve observed firsthand how challenging this category can be. The market today is marked by intense competition, oversaturation of content, and an unrelenting demand for “newness” to capture and retain customer attention.

Luxury brands, like those in the sartorial space, do have the advantage of commanding premium pricing and higher gross margins. However, these are often eroded by high marketing costs through traditional channels like Meta. For brands to thrive, they need a unique engagement strategy. This might mean focusing on storytelling, leveraging platforms like YouTube (as Rampley & Co has done effectively), and being disciplined about avoiding heavy promotions and discounting. These tactics allow a brand to maintain gross margins and play the long-term game of building customer loyalty and sustainable growth.

Adapting Luxury to the Digital Age

How can sartorial brands effectively leverage eCommerce to reach a broader audience without compromising the exclusivity and craftsmanship they are known for?

In today’s market, succeeding as a luxury brand online has become a storytelling and content game. It’s no longer enough to have an exceptional product; brands need to capture the customer’s attention through novel channels and hold it with compelling content. Pairing this with a product experience that consistently meets or exceeds customer expectations is key. The brands that win are those that not only stand out through their narrative but also deliver on their promises with quality that keeps customers coming back.

COVID’s Influence on Consumer Behavior

From your perspective, how has COVID-19 reshaped the way consumers approach luxury apparel, and what can sartorial brands do to align with these shifts?

COVID-19 significantly impacted sartorial brands like Rampley & Co, as consumers shifted toward more casual clothing—especially in the U.S. While there’s been some movement back to formalwear with the return to office trends, it’s critical for brands to meet the customer where they are today. This means expanding into categories that align with more casual lifestyles, such as luxury knitwear, tees, or casual coats. The brands that are thriving are those bringing the same craftsmanship and quality expected in formalwear to these casual categories, adapting to shifts in consumer preferences while maintaining their core identity.

Future Opportunities in eCommerce for Sartorial Brands

Based on your experience navigating the consumer market, what are the most promising opportunities for sartorial brands in the next 3-5 years, and what pitfalls should they avoid?

The most promising opportunities for sartorial brands lie in community building. The brands that stand out are those that tell a unique story and create a lifestyle customers want to be part of. This is achieved through leveraging founders’ stories, forming brand and influencer partnerships, and tapping into shared passions or hobbies that resonate with their audience.

For example, fitness brands like Bandit and 247/Represent have become synonymous with the communities they serve, creating a sense of belonging that extends beyond the product. Sartorial brands like Rampley & Co can replicate this by finding the hobbies and passions their customers value—be it fine dining, classic cars, or art—and building a community around them. By doing so, they can position themselves as a fixture in their customers' lives, not just a go-to for a luxury jacket or tie.

Your Favorite Rampley Piece

What is your favorite piece from Rampley and Co., and why?

My favorite Rampley piece has evolved over time. Initially, I was drawn to their jackets and pocket squares because of their unique designs and exceptional quality. These pieces always felt like they had a story behind them, which made them stand out. However, like many others in today’s market, I’ve shifted toward more casual clothing in my daily life. Lately, I’ve been really enjoying their cashmere sweaters—they’ve become a go-to for me. They maintain the same high-quality craftsmanship Rampley is known for, but in a style that fits seamlessly into a more casual wardrobe, making them perfect for everyday wear.

To get follow more insights from Matthew, you can follow him on his Linkedin profile here Matthew Rehurek.