How Retailers Like Mr Porter And Nordstrom Are Curating Shopping For Male Consumers

How Retailers Like Mr Porter And Nordstrom Are Curating Shopping For Male Consumers
Fashion & Apparel

As men become prominent luxury consumers, retailers are providing on-demand and personalized services as well as tailored product offers to male clientele

PSFK
  • 5 october 2018

The development of product and services geared toward men’s fashion has become the core focus of many brands and retailers. The intention is to enable curated discovery, filling a gap in the market for men who struggle to find quality merchandise through e-commerce platforms and services.

Both long-standing companies and newer brands are enhancing their retail offerings through innovative technology applications to deliver elevated experiences and personalized service to male consumers. Incorporating elements like styling, tailoring, one-on-one customer assistance and easy returns, here’s how three brands are catering to the modern male consumer:

Nordstrom
Nordstrom has opened a new location dedicated to men in New York City’s Columbus Circle. Technology and curated service is integral to the space’s functionality and is featured throughout the store: digital self-serve kiosks located at all the store’s entrances allow for express returns, cell phone charging stations are placed strategically throughout, and a wireless communication system that enables associates to facilitate customer service requests has been implemented. There’s also a buy online, pickup in-store service and an app called Style Boards, which gives customers access to a personal stylist who hand-picks recommended items. All this fits into Nordstrom’s larger strategy, which has been to better incorporate technology and curation, blurring the line between channels and making it easy for customers to switch between online and offline during their shopping journey.

OuiPlease Homme
OuiPlease is a bi-monthly subscription box service that offers French-influenced curations for men in the U.S. and Canada, including items ranging from clothing and candles to chocolate and skincare. The high-end products from OuiPlease Homme are selected by a team of French tastemakers and are well researched and reviewed. The products are full-sized and meant to introduce American and Canadian subscribers to authentic French style and budding brands. The item subscribers can expect to find in OuiPlease Homme range from gym accessories and candles to grooming products and cologne. OuiPlease Homme aims to deliver a taste of France to men who are interested in high-end European fashion and personal care goods.

Mr Porter
Global ecommerce platform Mr Porter, which specializes in men’s fashion and accessories, has introduced an online Luxury Watch Guide that features editorial content, educational features, style tips and advice on how to choose and maintain a luxury timepiece. For examples, a section called ‘The Knowledge’ focuses on teaching men how to take care of their timepieces.

These are just a few examples of how brands are catering to the captive demographic of modern male luxury consumers. For more information on this topic, see PSFK’s report Evolving the Next-Gen Male Retail Experience.

The development of product and services geared toward men’s fashion has become the core focus of many brands and retailers. The intention is to enable curated discovery, filling a gap in the market for men who struggle to find quality merchandise through e-commerce platforms and services.

+analysis
+apparel
+chat a researcher
+Delivery & Logistics
+Features
+loyalty & membership
+Luxury
+male retail experience
+Menswear
+merchandising & curation
+Mr. Porter
+nordstrom
+report
+Shopper education & assistance
+store experience & design
+subscription
+trend
+Virtual Commerce

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