The online men’s store wants to build trust and educate its customers to help them get the right look.
Fashion, and shopping in particular, is not traditionally a male domain. Whether its because of lack of time or interest, few men spend much effort and money in clothing stores trying out and purchasing clothing. And yet, the current prevalence of online retail spaces is changing the game for men everywhere.
Park & Bond, a new website, along with competitors such as Mr Porter and Bonobos, aim to change the way men shop for clothes. By combining an elegant, minimal design with style tips and easy sizing options, Park & Bond wants to be a one-stop destination for men’s fashion positioned as a ‘modern lifestyle’ site.
A wide variety of clothes (including activewear and swimwear), accessories and footwear are available from a large selection of designers and price ranges. Product pages have clothing dimensions when available and a custom sizing chart to take some of the guesswork out of choosing without a dressing room. Customers can also check out the ‘how to wear it’ box on an item’s page, similar to and just above other suggested products.
A big part of Park & Bond is its large editorial section that includes photo galleries, articles, and videos. Featuring style tips, ideas to mix and match outfits, interviews with style-makers, how-tos, and even cocktail recipes, Park & Bond aims to build trust with its customers to become a go-to source for fashion advice.
That means educating actual and potential customers. Park & Bond President John Auerbach elaborates:
Men shop differently from women. They deserve something that addresses their needs and that doesn’t treat them as a commodity or afterthought. There’s a generation of guys who want to dress better, but they don’t necessarily know how.
As part of that education, Park & Bond offers personalized advice and recommendations from ‘shopping experts’ who could point out particular styles for certain body types, or who would literally tell customers what to wear and when. For those who don’t feel like calling or emailing a personal style advisor, articles such as ‘Who Are You Dressing To Impress?’ and ‘Introducing The 13-Year Rule’ can offer some guidance.
PSFK interviewed Mr. Auerbach recently, who told us about his vision for the future of retail and his experience with merging editorial content and commerce at Park & Bond.