Ever thought of turning a seemingly crazy idea in to a successful business venture? Here’s one example.
It might have seemed improbable that a skin-tight all-coverage spandex suit in lurid colors would be a choice of dress for some people. But a recent trend is conquering Europe and proving the opposite. What are we talking about? The Morphsuit.
No, it isn’t about people just hankering after being a real-life Spiderman. There’s a whole concept behind it.
Created by Gregor Lawson and brothers Fraser and Ali Smeaton, the company has already sold over 700,000 morphsuits, according to Scotsman.com. It started in 2009, largely powered by its Facebook page, which now has more than one million fans, all actively posting and sharing their experiences with the Morphsuit. According to Gregor Lawson, as further mentioned on Scotsman.com, looking after social media interaction with fans of the brand is an indispensable part of the success of the Morphsuit. Their Facebook page has to be checked several times a day, responses to comments and messages should be made as quickly as possible, and criticism is welcomed as well. The company underlines the importance of real interaction with consumers, which is a sensible tip. Judging by the general tone of their website, their attitude also seems genuine.
The Morphsuit is made from a specially developed type of spandex material that allows the wearer to breathe freely, talk, even drink through the coverage and kiss people. One ecstatic review on the company website says just that – the wearer has kissed more women since joining the ranks of the Morphs.
The suits can be reusable. The record so far was wearing a morphsuit 22,416 times before it had to be replaced. There’s a special double zip going all the way to the top of the suit head. So it’s like peeling off a second skin. As the website cheekily says, “So if you are heading to a party on your own, you can zip-up yourself up for maximum impact on arrival. And later, if you want the girl you’ve been dancing with for the past 20 minutes to see you, then it’s easy just to unzip, pull the hood down and engage. Perfect….assuming you are mildly attractive.” It’s suggested that cash should be concealed in a shoe, while a phone can be put in to a sock. The website also suggests a fanny pack, or the the bum bag in the adorable British version. Where there’s a will, there’s a way.
It’s natural to think about comic book figures and superheroes when you look at pictures of the Morphsuits. But their amazing popularity probably has a lot to do with people just sometimes feeling like they need a disguise. Life is hard and sometimes we need something different to feel more free. The age-old appeal of masks and costumes has been around for a while. The Morphsuit definitely adds an air of mystery to the wearer, but it also implies the person must have a sense of humor. You can’t really wear it otherwise. The founders encourage “Morphs” to be confident and self-loving. You don’t have to look like a model to wear a suit, despite what some might think.
True, it’s an instant eye-catcher. One should be prepared for a lot of attention. Apparently people wearing the suit have been seen everywhere. At parties, concerts, festivals, football matches, at work, in shops, on the subway. In short, the suit seems perfect for almost any occasion.
The Morphsuits were originally geared at men, though now the company is planning to expand with a womenswear line. Currently they are operating in the UK from their flats, though a new office should be opened soon. In any case, it’s a great example of a successful business operating online. Statistics about e-commerce and mail order trade confirm that web-based ventures will only be expanding in the coming years.
The suit has been redesigned since the beginning. Visibility through the material has been improved: you can see out, but no one can see in. Of course, while providing a quirky way to disguise your identitiy, at the same time the Morphsuit does leave very little to the imagination. The website recommends wearing “very tight underwear”. “Baggy boxers just make you look like you’ve got a lumpy arse”, is the succint tip.
Stephanie Kopf writes for the blog www.trenditionist.com
She has lived in Siberia, New York City and Germany. Her subject areas include anything related to the human psyche, European news, education, communication in all its forms, as well as the interaction of all of these with each other.
Image: Peter Mackinnon, Kerry Calder, and Stef Moir/First Photographics / Flickr/ Wikimedia/ CC