Men's etail fever

With the recent launch of men’s fashion etail site, Mr Porter, and the surrounding speculation as to whether a site dedicated to men’s style and their apparel buying habits could really work, interestingly the Mr Porter formula seems to have

stimulated a new trend; A wealth of new men’s websites are emerging aimed at encouraging manly-men away from the in-store shopping experience.

Beyond Mr Porter, ones to look out for include quirky, Oki-ni, glossy Gilt Man and the small, independent focused Lyonstate.

For it seems that with a focus on clean graphic layouts and snappy, informative editorial content, men are finding online offerings a hassle free answer to their nightmares of half days spent in crowded changing rooms.

Mr Porter is the polished take; roughly 80 mainly classic designers such as Ralph Lauren and Turnbull & Asser, current style icons such as Hugh Jackman, get the look shopping guides and superb personal service. And, of course, a host of editors from some of the UK’s top men’s magazines, such as Esquire and FHM. Editor Jeremy Langmead notes, "As a retailer, you have to talk and sell to men in a very different way than you do to women. They want information and advice."

Giltman, a US based site founded in 2009, is the female version of the popular Gilt groupe and is a more quick take on designer shopping. Like a designer sample sale, the idea is to sell a limited quantity of discounted items from over 350 brands including flashy cars to chic suits. Later this year, Gilt groupe will further explore male online shopping territories with a full priced men’s site accessoried with glossy content, which insiders have promised to be ‘a more informal answer to the slick Mr Porter.’

British based Oki-ni was actually one of the first mens etail sites, founded in 2001, but caters to a much smaller, niche audience. Men can find cool, of the moment designers such as Thom Browne and Raf Simons and exclusive pieces, such as a pair of vintage suede boots. It also provides a one-stop destination for those who live out of city centres and thus have limited access to tip top fashion.

Lyonstate, a recently launched site, looks at men’s fashion through a more rural lens. The site is home to only 13 labels and there are pieces touched with old school sentiment – personalized thank you notes made to commission. The site focuses on small independent designers.

So it seems that if these are anything to go by, men’s fashion ecommerce sites are able to hold their own in this choppy market. And editors and founders have been quick to work to the male mindset. Quick solutions to common practical problems, ease of navigation, style rather than fashion and a focus on information and advice.

It’s a niche that looks set to keep developing alongside its more glossy, celebrity filled women’s etail counterpart.