New on-line menswear store launches with Canada-U.S. price parity, PR gimmick
Mr. Porter, the new on-line luxury menswear store from the people behind Net-a-Porter, launches to the general public today. The site’s goal seems to be to serve as a cross between a style advisor and store: it offers a gratis personal shopping service (by phone or e-mail), and its weekly journal nudges readers toward purchasing items from its substantial catalogue. Expect big names like Burberry Prorsum, A.P.C. and J. Crew, as well as lesser-known brands, such as royal umbrella-maker Swaine Adeney Brigg and the work wear–inspired Margaret Howell.
With the wealth of fashion information on the Internet growing by the second, brands have devised strategies to harness our shopping ADHD. Months ago, Net-a-Porter’s founder, Natalie Massenet, offered prospective menswear customers the opportunity to become “founding members” of the new site. It was soon learned that this privilege only required the submission of an e-mail address (not an injection of capital) and would only provide early access and limited-time free shipping (not dividends).
PR gimmicks aside, the Canadian prices actually match the U.S. ones, a rarity in on-line shopping. And since Mr. Porter is promising 1–2 business day shipments to Canada, you will never be without clean clothes. The lazy man triumphs again.
Mr. Porter, 1-877-5353-677, mrporter.com.
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