Luigi La Tona (NUS EMBA 2021) believes that just because something isn’t obvious, doesn’t mean it has to be boring.
“These essentials not only feel great but give me more of a sense of fun than the boring black, white, and grey. It’s a way of expressing every man’s own personality, like putting on your favourite cologne, watch, shoes and shirt,” said Luigi.
Today, Luigi can share his passion for colours with the public as the founder of ThunderWear, an e-commerce firm that specialises in colourful underwear and socks.
ThunderWear started as a project from Luigi’s EMBA module Managing Change and Disruption. The project involved students starting an e-commerce business, including creating an overall business outline, marketing plan and logistics strategy.
Luigi with ThunderWear products
As he was preparing to present his project, Luigi thought, why not turn the assignment into a business?
He even roped in his course mates to help by sending out a survey weeks before the project presentation to some 100 individuals. “It was my chance to not only introduce the idea to my classmates and friends but also to entice them to buy and get their take on their preferences,” Luigi added.
One key finding from the female respondents was that they want their male partners to be in colourful essentials instead of sombre black and grey tones. This information, Luigi says, gave him further impetus that there exists a business case for ThunderWear.
Business ideas from class
Luigi was inspired by a case study by Adjunct Professor Virginia Cha on how Netflix’s subscription model disrupted the video rental industry. Luigi then implemented a subscription model where customers can order and have items delivered over a few months.
A subscription model can also help address the challenge of men’s practical approach to shopping. Luigi said men tend to buy essentials like socks and underwear only when their existing items start to fall apart.
“Why not have a business model where men only need to lift a finger and get the essentials delivered regularly?” said Luigi. Customers choose the subscription period, a choice of three, four or five months, and an item will be delivered each month. Alternatively, customers can purchase essentials directly from the ThunderWear website instead of signing up for subscriptions.
Besides inspiring Luigi in his class, the NUS Business community had been instrumental in helping Luigi shape his business idea for ThunderWear.
Luigi is grateful to not just Virginia, but to Professors Wong Poh Kam and Andrew Delios as well. “They helped me identify how the products and business model could be valuable to customers,” said Luigi.
He is also thankful to MBA Programmes Office’s Nicole Tee and BIZAlum’s Linda Gouw for connecting him with fellow EMBA alumni, setting up networking and business opportunities.
Giving back to NUS
After being given a start in business, Luigi is ready to give back to the School by mentoring BBA students.
Luigi will be welcoming ThunderWear’s first interns in early 2022 – NUS BBA students who will be serving as marketing consultants to boost the company’s branding. He is looking forward to the students’ unique ideas and perspectives.
ThunderWear is currently available anywhere in Asia by delivery and plans to make the delivery service even more seamless as the company grows.
Looking back on his experience, Luigi is grateful to the NUS EMBA programme for helping him bring ThunderWear to life. “ThunderWear had always been a ‘could be fun to do’ project, but it was the Managing Change and Disruption class that jolted me to give it life,” he said.
