PARIS — Studiohomme.com is one of the growing number of e-commerce sites catering to the fashion-hungry male consumer.
The Paris-based site, which went live worldwide last week, sells current-season merchandise from the likes of Pierre Hardy, Comme des Garçons, Alexis Mabille and Lucien Pellat-Finet.
“Men are the ultimate luxury consumers online, and their numbers are rapidly increasing,” said Sébastien Roubaud, who cofounded the site with Arnaud Vanraet.
The 32-year-old entrepreneurs, who are themselves avid e-shoppers, together accumulated over a decade of sales and marketing experience at Dior Homme and Hermès before starting the project last May. While they aim to generate revenues of just 250,000 euros, or $315,000 at current exchange, next year — modest by luxury-market standards — they see greater long-range potential as they tap into a rising market.
“More men are shopping online than ever before,” said analyst Sucharita Mulpuru of Forrester Research Inc. She called men “a natural fit” for e-commerce apparel because of their brand loyalty and because they frequently shop for “replenishment products,” which makes sizing less of an issue.
According to the Fédération des Entreprises de Vente à Distance (FEVAD, or the Federation for E-commerce Businesses), online sales in France rose 29 percent last year to 20 billion euros, or $29.43 billion at average exchange. Unlike female shoppers, who tend to hunt online for bargains, male shoppers — especially those between the ages of 15 and 25 — place rapidity and practicality before price, the report stated.
“We offer optimal service, so that there is absolutely no inconvenience when it comes to making purchases,” Vanraet said.
Although the site has a worldwide reach, only countries inside Europe can order directly from it. Shoppers outside the European Union must request products by e-mail.
Studiohomme.com also plans to present limited edition products and exclusive offers. Its aim is “to provide greater access to luxury brands and focus on high levels of service, propose collections in exceptional condition, punctual deliveries, the possibility to retract orders without hassle and exchange free of charge,” Roubaud said.
Available in English and French, the site has an editorial page for fashion-minded consumers who want to consider various styling options or watch exclusive video interviews with designers such as Pierre Hardy. “The editorial content helps give the product substance,” Vanraet said. “We wanted to build a site that was masculine and that had an exclusive appeal that corresponds to the luxury brands [we] are selling.”
Although most European e-commerce fashion ventures cater to women, men’s-only sites have gained ground in the last year. Thecorner.com, operated by Yoox Group, parent company of the online fashion retailer Yoox.com, went live in Europe and the U.S. last March, selling current-season apparel by brands such as Givenchy, Viktor & Rolf, Maison Martin Margiela and Isaia. At the time of that launch, Federico Marchetti, the company’s chief executive and founder, noted that men’s online shopping patterns over the previous eight years showed that “they are much quicker to buy and have a higher sell-through than women.”
Even classic men’s wear brands are adding online shop windows. Arnys, a Paris-based men’s tailored clothing label founded in 1933, launched an e-commerce site in December.
Meanwhile, Neiman Marcus and Bergdorf Goodman have enhanced their online men’s wear offerings, according to Shenan Reed, managing director of Morpheus Media, a New York-based online marketing firm whose clients include LVMH Moët Hennessy Louis Vuitton and Burberry, as well as those luxury department stores.
As Reed sees it, male luxury shoppers could be a godsend for online retailers, since men tend to buy more expensive items and make swift, firm decisions. “Men have a ‘hunt it down and kill it’ approach to shopping,” Reed noted. “They buy with a specific need in mind. They are prepared to pay the price and they return less.”
Reed warned, however, that sites appealing to male shoppers need to keep it simple and avoid programs like Flash Player. “Men are not looking to live the brand experience [online],” she said. “They just want to buy.”
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews