The Rise of Curation in Menswear
Whether its apparel or health services companies, brands are using their relevant data findings to create personal relationships with consumers. Brands are increasingly focused on expanding offerings for male consumers. They are using demographic data to
Whether its apparel or health services companies, brands are using their relevant data findings to create personal relationships with consumers.
Brands are increasingly focused on expanding offerings for male consumers. They are using demographic data to understand their shoppers and deliver customised products and services online.
Brands are collecting qualitative and quantitative consumer data about their preferences through quizzes, Q&As and algorithms to deliver highly personalised offerings. This assists retailers by giving them relevant data to produce the most optimal experiences for consumers.
Eison Triple Thread
Julian Eison, the designer behind the made-to-wear menswear company Eison Triple Thread, has created an app called FITS that recommends clothing choices based on customers’ Spotify taste. The application accesses customers’ Spotify account and has them fill out a lifestyle quiz as well as provide other data like their profession and skin colour. This allows the service to offer work-appropriate clothing and proper colours tailored to each individual’s case and needs. The service also attempts to match the suggestions to the styles of the clients’ favourite artists.
Berlin-based company Outfittery provides an online personal shopping service for men. After filling out a short questionnaire detailing taste, size, and budget, customers are paired with a personal style-expert and sent a box with hand selected outfits to try on for free—customers pay for whatever they want to keep and send the rest back free of charge.
J.C. Penney x Bombfell.com
J.C. Penney and Bombfell.com are partnering to offer a subscription box service for big and tall, in which a stylist personalised pieces and outfits based on a customer’s preferences, occasion and lifestyle. Customers answer questions about preferences from colours to fit that a stylist and algorithms use to select pieces of clothing to send in a box for customers to try on and pay only for what they want to keep.
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 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.
Global ecommerce platform Mr Porter, which specialises 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.