Google products have always been very useful and very core to the business.”Pranav Vora
Pranav Vora was working as a management consultant when inspiration struck. He was shopping for clothes and struggled to find the right fit. “I was just wondering why it was hard to find shirts that actually fit my body off the rack,” said Pranav. Not wanting to spend money on a custom fit, he decided to look into the problem himself. Pranav ended up taking some sewing and pattern-drafting classes and discovered that many brands use a cookie-cutter approach that produces ill-fitting, generic shirts. “It was almost like peeling back an onion,” he said. “I just learned one thing after another and kept following that trail.” The trail eventually led Pranav to start Hugh & Crye, an apparel brand that focuses on better-fitting menswear. Hugh & Crye offers 12 unique fits to appeal to different body types and, as a direct-to-consumer company, it’s been online from the very beginning. “We didn’t feel the need at the time to open a store, so everything we did was online,” said Pranav. “It was incredibly important because that was the lifeblood of our business.”
At launch, Hugh & Crye used Google Ads to reach people searching for fitted shirts online and Google Analytics to monitor and optimize its digital presence. “It is very helpful to see our traffic and our site performance and learn what’s working and what’s not,” said Pranav. “Google products have always been very useful and very core to the business. I can’t remember running the business without them.” Today, the Hugh & Crye team also uses G Suite apps like Gmail, Calendar, Docs, Sheets, and Drive to communicate more efficiently and to stay organized.
Thanks to Google’s reach, Hugh & Crye has customers in all 50 states and in 30 countries around the world. “We’re seeing more and more opportunities to launch and track performance of new products with the help of Google tools,” said Pranav, who is actively invested in the improvement of his company’s products and ethos. The brand is committed to fighting unsustainable manufacturing practices and regularly donates to organizations that provide food and clothing to families in Washington, D.C. “It’s important for us to figure out ways to work with our customers to help people in need,” said Pranav. “We’re trying to incentivize people to look into their closets and give as well.” For Pranav, the continued success of Hugh & Crye is a testament to the power of identifying a real consumer problem and solving it. “We provide a product and service that our customers appreciate — it’s a good feeling,” said Pranav.