Started in February 2011 as the male equivalent to women’s fashion e-commerce platform Net-a- Porter, Mr Porter has revolutionized the way men consume style by fusing technology and fashion, online commerce and content. By offering a shopping experience that separates itself from that of offline stores and maintaining extensive control over its branding, Mr Porter has set a new standard for the men’s e-commerce market and become a bona fide role model for industry latecomers.

Welcome to the 51st edition of Magazine B.
Autumn is quickly passing us by, and I can feel winter creeping onto my doorstep in the chilly mornings and evenings. I imagine many people have already started shopping for their winter threads. Some opt for department stores, some go for the boutique brands, and others head online.

Established in 2011, Mr Porter is a British online retailer for men’s fashion. It’s the men’s version of Net-a-Porter, a women’s clothing retailer
that was established in 2000 and redefined the parameters of online shopping. Net-a-Porter is a play on the French term “pret-a-porter,” which means “ready-to-wear,” combined with the word “net” — indicative of the online business model that also distinguishes Mr Porter. Only five years since its launch, Mr Porter has established a strong presence in the men’s fashion market. The brand’s influence is already comparable to that of the large-scale department stores of old as well as other reputed fashion retailers. Mr Porter has helped nurture the world of men’s fashion so that it now stands more or less equal in importance to women’s fashion, which has traditionally been more heralded.

Unlike the standard online shops, which focus on offering competitive prices, Mr Porter concentrates on luxury brands. As you can’t physically confirm elements such as size or texture online, luxury fashion has had limited appeal to online consumers. Mr Porter, however, has collaborated with some of the world’s most prestigious brands to offer limited-edition products and make them available exclusively on its site. Furthermore, the brand has diversified by incorporating street brands and products from upcoming designers into its collections, indicative of a broad perspective and unique approach to the industry.

Both Net-a-Porter and Mr Porter were founded by Natalie Massenet, a former fashion journalist and editor who, from the very start, equipped Mr Porter with an expert editorial staff and a team of buyers who specialize in men’s fashion and collaborate with each other to form the ideal synergy. For instance, certain members of the content production, marketing and buying teams attend major fashion shows together and plan upcoming projects. When they encounter a sought-after product or designer, they write articles that encourage readers to purchase the item in question — for example, they might suggest five ways to wear it. According to company insiders, supervisors never command their writers to blindly promote items. Content must always be relevant to their customers’ tastes and sensibilities.

Upon launching Mr Porter, Natalie Massenet delivered a prediction: “I am sure, in the next five years, this is what is going to happen everywhere. Media companies are going to become retailers and retailers are going to become media companies. It’s inevitable.”

Almost everyone agrees that good content is important. The word “content” is used endlessly among people trying to build a brand. Once
a brand gets past the launch stage, however, content tends to take a back seat. Mr Porter has demonstrated what a healthy balance between retail and content looks like, and offers a reference point for what businesses in all industries should strive to achieve. Instead of chasing trends, Mr Porter has created its own style, as they claim to be “the destination” for men’s style.

Taehyuk Choi, Editor-in-Chief

Intro


Editor’s Letter


Unboxing

Customer reviews of Mr Porter on Instagram


Directory

Using the website


Opinion

Fashion Consultant, Creative Director Sangjae Jay Lee


Brands

A look at the fashion industry through Mr Porter’s brand lineup


Service

Increasing competitiveness through service innovations


Mr.

The ideal man according to Mr Porter


Opinion

Mr Porter Creative Director Ben Palmer


Media

Securing content capacity that rivals major media outlets


Venue

Where you can find The Mr Porter Post


Distribution Center

Distribution centers scattered around the outskirts of London


Brand Story

The rise and growth of an e-commerce innovator


Milestone

Comments by the media and Mr Porter on the company’s three major milestones


Marketing

The brand’s increased levels of experience- based marketing


Style Council

A stylish team of advisors from various backgrounds


E-Tailers

Seven online retailers who have changed the terrain of luxury fashion


Interview

Mr Porter Brand and Content Director Jeremy Langmead / Managing Director Toby Bateman


Figures

Mr Porter by the numbers


Outro

PUBLICATION RIGHT

Publisher  Suyong Joh
Editor In Chief / Creative Director Taehyuk Choi
Senior Editor Eunsung Park
Editor Jaewoo Seo, Yeongmin Kim
Guest Designer  Gyeongtak Kang
Filmmaker  Sukwang Baak
Marketer  Hyunjoo Kim
Correspondents  Mihye Nam (Tokyo), Nari Park (London), Lena Shin (LA), Sanghyeok Lee (Berlin), Jeewon Lim (Milan), Hyeseon Jeong (Paris)
Publishing  JOH & Company

REFERENCES

Contemporary Menswear: A Global Guide to Independent Men’s Fashion
The Fashion Resource Book: Men
Icons of Men’s Style
The Sartorialist: Closer
The Long Tail: Why the Future of Business is Selling Less of More
Content Rules: How to Create Killer Blogs, Podcasts, Videos, EBooks and Webinars (and More) That Engage Customers and Ignite Your Business
Information Wants to Be Shared