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Launched recently was the new Men’s Fashion site Mr Porter (www.mrporter.com). Brother site of Net–a–Porter the wildly successful 10 year old on-line retailer for high fashion brands. Founded by Natalie Massenet, the site quickly became the go to site for fashion tips, clothes and inspiration for a catwalk inspired wardrobe.  A seemingly easy thing to launch for women who are very comfortable shopping and enjoy it as an instinctive past-time if not a blood sport – Have you seen what women will do at Filene’s Basement in the USA when offered the chance of a discounted Bridal gown!? So, will the male species take to on-line shopping for high fashion with the same verve?  Well, as Natalie Massenet put it, “….men just don’t like shopping as a concept.” Well – now have a look at Mr Porter.

Mr Porter is a very good site. It offers a solid introduction into fashion without all the fashionisto language and snobbery. It is easy to navigate and more like an e-zine than a shopping site. The clever use of the Brand Architecture exudes authority and a definitive ‘touch’ – e.g. The Bulletin, The Trend, The Journal, etc. Plus, for men – practical and rational, the intrigue factor is carried over by practical yet interesting features; Why a bag is a good investment? What is John Slattery wearing these days? (John being Roger Sterling of Mad Men fame) What is the perfect Interview shirt? How to get the Colin Firth ‘Oscar’ look? Etc. Other sites which are great, yet are not just for Men are ASOS (or, ‘As seen on screen’) the celebrity look alike go to site for clothes and accessories (www.asos.com) or oki-ni (www.oki-ni.com) who’s main claim to fame has been the limited edition designer pieces and specials, or Yoox (www.yoox.com) a fashion-to-furniture site that offers a range of interesting tips, style icon accessories and ‘first to market’ items. For the most part, the above are not all cheap or discounted, but offer a mix of value, convenience and quality selection.

So, why is this all so interesting? Well – because although the average Joe may not be into fashion we are a practical gender. We may hate shopping, but when we want or need something – the task is darn straightforward. We go to a few shops, we browse and we buy. Sorted, or at least it is for those that don’t have their clothes purchased by their wives, girlfriends or partners!

(Interestingly, for a recent client project working for a Luxury Car Brand I discovered that the car salesperson hoping to sell a £25K – £45K car was wearing an ill-fitting shirt, baggy cheap suit and sole-worn shoes because his ‘wife’ bought all his clothes. When I asked – Is looking good in a suit and tie important for the brand image of selling a car? He replied, ‘No because, it doesn’t matter what I am wearing – the punter is only here to buy a car’. Hmmm, yes – tell that to the bosses at Vorsprung Durch Technic who aim to sell a ‘luxury brand experience’, or compare that to the salesmen at Prada who epitomize a classic suit look which never fails to impress. )

So, what is the point of all this? On-line retailing is big business – and, the launch of a clever new site and business filled with familiar and new brands doesn’t seem like the right thing to be doing in an austerity tinged economy. But, Mr Porter is a great diversion on your smartphone or tablet and an easy way to part with some cash. Viva el fashionisto! (www.elfashionisto.com – my very own website – available for sale for any budding on-line men’s retailers out there! )