It’s been a while that clothes retailers have
understood that having visibility on the Internet is necessary. Most brands
have their own website and more and more are developing « shop
online » section to surf on the Web wave that is becoming a very powerful
distribution channel.
But the truth is that many new players, that
are penetrating the market, have decided to go straight to the goal: to sell
only through the Internet.
The famous and trendy mixed website that illustrate
well this trend is ASOS
On the men market, a few players are already
well established. Among the most known, let’s quote MENLOOK, STUDIO HOMME or
also Mr Porter (UK)
But, even if the Web is a powerful channel,
those online stores have well understood that they must have strong competitive
advantages, to make weight at the hands of all stores that have a physical
sales point.
Dressing the man has well understood that
challenge.
This website have been set up by 2 men, Bertrand
Thoral and Stéphane Grand-Clément. They both have strong knowledge about
fashion, and they consider it as the main strength of Dressing the man: it will
allow them to suggest their customer a relevant selection adapted to 25 to 45
years old men.
Their targets are men that care about their
image, sensitive toward fashion and trends with high wages.
The soul of the website is the selection offered:
They will suggest around 50 well known brands (Bellerose, Marc by Marc Jacobs,
Villebrequin…), but also more confidential ones, with a real product interest
like cuisse de grenouille, Bérangère Claire… All will be choosen according to
the values they support: Elegance, Modernism and unpretentiousness.
On top of that, 20% of the website offer will
be non-fashion product, like high tech or design items.
The presentation of the items will be in still
life, very qualitative. The models they will use are people from the street
with the aim of creating human on the web.
They want the website to be everything but
frozen. To do so, they will for instance point up a brand and a cloth, and 3
styles suggestion (casual, chic and trendy)
The advice part is also the strength of the
website: Fashion advisers will be available through email, chat or phone,
during weekdays. The aim of that is to provide design and technical advices to
men, like they should have if they were in stores.
Dressing the man will also have its magazine
to serve brands partners: it will allow them to publish information about them
(like stores openings).
English version: to be arrived in Spring 2012 ...
English version: to be arrived in Spring 2012 ...
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