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While the original founders began their careers in [[finance]], Tian and Liao found that options for [[Suit|suiting]] that were appropriate for their profession weren't satisfying all of their needs—notably, finding something that fit properly at an affordable price. As a result, their desire to fix their own pain points when shopping for suiting led them to create the Black Lapel brand.<ref>{{Cite web |last=DeAcetis |first=Joseph |title=How Black Lapel Has Given Men A New Form Of Self Expression |url=https://www.forbes.com/sites/josephdeacetis/2018/05/18/how-black-lapel-has-given-men-a-new-form-of-self-expression/ |access-date=2024-02-08 |website=Forbes |language=en}}</ref> The pair started their business venture with less than $400,000 in [[seed money]].<ref name=":0">{{Cite web |last=Garner |first=Stephen |date=2018-05-01 |title=BLACK LAPEL AIMS TO MAKE ORDERING A CUSTOM SUIT ONLINE PAINLESS |url=https://mr-mag.com/black-lapel-aims-to-make-ordering-a-custom-suit-online-painless/ |access-date=2024-02-14 |website=MR Magazine |language=en-US}}</ref>
The company started their [[Customer acquisition management|customer acquisition]] strategy by focusing heavily on a content creation
In order to successfully offer custom suiting online using customer provided measurements, the team developed a proprietary sizing [[algorithm]] that could correct user error and vastly reduce return and remake rates.<ref name=":0" /> In fact, by 2018, the business had refined the algorithm enough that they were able to reduce return rates below 2% in an industry where typical return rates hover between 20 and 30%.<ref name=":1" />
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While initially focused on online sales, the company opened a [[showroom]] in [[New York City]] in 2016.<ref>{{Cite web |last=Jake |date=2016-08-30 |title=Look inside the new Black Lapel suit showroom with co-founder Derek Tian |url=https://www.modernfellows.com/black-lapel-2016-winter-suit-collection/ |access-date=2024-02-08 |website=Modern Fellows |language=en-US}}</ref> The [[showroom]] closed shortly before [[COVID-19 pandemic|COVID]] on March, 17th 2020,<ref name=":2">{{Cite web |last=Jake |date=2020-03-18 |title=Black Lapel Co-Founder Discusses Coronavirus Impact, Sees "Significant Headwinds" for His Small Business |url=https://www.modernfellows.com/black-lapel-coronavirus-impact-small-businesses/ |access-date=2024-02-14 |website=Modern Fellows |language=en-US}}</ref> but was reopened in a new location in 2022. Despite production being based out of [[Shanghai]], the website was able to continue operating and offering custom suiting throughout COVID, though often with extended lead times.<ref name=":2" />
Black Lapel recently merged with fellow menswear brands Blank Label<ref>{{Cite web|url=https://www.blanklabel.com/|title=Blank Label | Award Winning Men's Custom Suits, Dress Shirts|accessdate=25 May 2024}}</ref> and Ratio Clothing,<ref>[https://www.ratioclothing.com/ Ratio Clothing]</ref> but will continue to operate under the Black Lapel name.<ref name=":3">{{Cite web |last=Lapel |first=Black |title=Black Lapel Expands to Denver with a New Store in Historic Larimer Square |url=https://www.prweb.com/releases/black-lapel-expands-to-denver-with-a-new-store-in-historic-larimer-square-302026637.html |access-date=2024-02-14 |website=
==References==
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