Opening of Dressing the man website

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

http://www.asos.fr/?hrd=1

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)

http://www.menlook.com/fr/

http://www.studiohomme.com/fr

http://www.mrporter.com/

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  ...