RD Burman

Naturally, then, things like adverts in the newspapers, pamphlets, strategies like luring customers to "tell 20 friends and win a free t-shirt" are all methods to attract a whole lot of people, but not the kind of customer I hope/want to deal with at Toubé Bäs. A typical Toubé Bäs customer is far more prudent, dignified, and sophisticated than that. Plus, slightly richer as well!

I plan not to worry about the masses, or the huge business opportunity that I lose with them. My concern would be to cater to the few elite people, and give them all the customer service I can afford to. That's where I won't like to fail.

Thankfully, that's the business wisdom my grand father felt like sharing with me recently.

Also, Toubé Bäs is not about 'designer' t-shirts ... where a flutter of butterflies, a fleet of birds ... and things like that contribute to some immensely colorful design. The t-shirts here will always have a strong message to deliver ... a message that you will either connect with instantly, or not connect with at all. These are meaningful t-shirts, and may make sense to only a few people who are passionate about the core meaning. In your group, or at a social occasion, these t-shirts will certainly give you that "Hey Nice T-shirt!" response ... serve as conversation starters (about your passion), and make you feel happy about it.

Looks like the ride's going to be tough for me, right?! I hope so too!

91% of urban population claim that they have a "favorite tee", which they will never discard in their lives! Come what may.
About 5.4 million tshirts are sold worldwide! Daily.
More than 60% of the all urban population owns atleast 10 tees each. 19% own more than 30 tees!
 
These are statistics - but there's one very generic reason why people wear tshirts: to express. People mistake T-shirts as apparel. They are not. T-shirts are, instead, a form of 'media' - and a much more 'personal' media than the radio or tv can even hope to offer. When someone wears a t-shirt with a message on it, he or she is devoting 50% of the body to that message ... for an entire day. That's how siginificant t-shirts are ...

T-shirts are about one's personal beliefs and thoughts - and that's not the end! T-shirts are a casual, cool, and carefree manner to express one's attitude in style, and in a unique way.

That's why I always maintain, "T-shirts do not hide the body. No. Instead, they reveal your mind!"

Still, that is NOT the reason why a t-shirt becomes someone's favorite - so much so that that's the only thing they will sleep in. There's something else ... 
 
Emotional involvement. Yes - researches have shown that the one piece of apparel that people develop maximum emotional bonds with are their tees! A tee may be a gift from your girlfriend (better - it may belong to your girlfriend), it may remind you of that marathon run, it may have a message about your passion and belief, or it may simply reflect something about your school or college - but once ppl get emotionally involved with their tees, they don't want to discard them - no matter how batterred the fabric may be! This is one relationship where there's no breaking-up.

There's little wonder in the fact that almost 33% of the sports world revolves around merchandise, and almost 43% of revenues that colleges in the West generate are through sales of merchandise - and a huge chunk of that is t-shirts.

Garment industry?! No! I think I am in the media industry! :)