November 27, 2012, 2:55 PM Style by design develops all site customization tools themselves.

Allison Enright


Lead Photo is one of only two China-based e-retailers to garner enough North American sales to rank among the top 1000 web retailers selling in the United States and Canada. It’s No. 811. But while the custom shirtmaker is based in China, its site is decidedly Western. Available only in English, 85% of its sales come from the United States, followed by Canada and Australia, says Peter Crawfurd, who cofounded the company with Michael Yang in 2009. Consumers can watch a 60-second video demonstrating the service, view high-resolution photos of fabrics, and then interact with a module, developed in-house, to pick things like their preferred cuff and collar styles. A digitally generated image shows how the selections will look after tailors in Singapore put it all together.  

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