Wednesday, April 13, 2011

Mens e-tailer crafts smart content to cultivate luxury tastes

I’m not much for clothes shopping, but I have a particular disdain for shopping suits. I find the experience numbingly dull, offline or online. 

So I have to hand it to, the recently launched men’s luxury goods website that makes shopping seem like a stroll through a smart lifestyle magazine.

The website’s design is downright serene – spare and neatly organized around a mix of product and editorial pages. Instead of over-the-top fashion layouts Mr. Porter puts “style” in reasonable context with intriguing stories, informative videos and sharp features about real men of taste and substance. Indeed, the site succeeds at being relevant and "aspirational."   

The marketing folk at Mr. Porter use email well, I think. I receive several each week that simply flag something new about the site. It's all very low-key and since I like the website I generally save the latest e-mail to open at the weekend. 

Mr. Porter is doing many things right. Yes, the website is properly optimized but what's more the site's content is extraordinarily sticky. According to visitors to devote roughly four minutes per visit, viewing 5.5 unique pages on average and spending roughly 41 seconds per page view. Wow!

I tip my hat to you Mr. Porter, sir. Well done.  

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