It seems that the online shopping world is no longer a ‘girls only’ club. Move over, ladies, because men are becoming more interested in your space, and are making up an increasingly sizeable percentage of the online shopping demographic.
Part of the reason for this uptrend is that social media is making it easy: guys are also interested in the way they look and dress, and as they become more attuned to fashion trends (via social media sharing and instant access to world events and news) they can easily go and look up whatever interests them online. Gilt Groupe and others like it are capitalizing on this fact to market specifically towards appearance-savvy men.
We got the scoop on all things man-related from Silicon Alley Insider, and the following article is in the form of excerpts taken from the original story published there by Todd Stone. Follow the URL link on the title to see the article in its original location -and leave us your own thoughts at the bottom of the post!
When we think of the increasingly popular fashion flash-sale sites like Gilt Groupeand Hautelook, most people imagine uber-feminine “Sex and the City” types hunting for bargains while at work. But this is an unfair generalization, largely because it completely overlooks a significant demographic: Men.
While the majority of flash-sale shoppers are women, it is important to note that men are now shopping in much greater numbers – and the major flash-sale sites know it.
In July, Gilt will launch a new site just for men called “Men’s Full Price.” That’s right, no sale. Gilt is confident that men will shop online without the incentive of a discount – just for fun, perhaps. This will be in addition to Gilt MAN, a men-only website that Gilt created in 2009.
According to the company, now 26 percent of its 3.5 million plus members are men, and the average male member is 30 years old and has a household income of $100,000.
John Auerbach, who has worked on the Gilt MAN team and has been with Gilt since its inception, said that Gilt MAN not only has a large membership, but its members are engaged as well. He cited the fact that Gilt MANual, a blog on the Gilt MAN site that provides style advice, has a steady readership.
“I don’t think shopping will ever be the pastime for men that it is for women,” said Auerbach, who will lead the new full price division, “but men are increasingly taking charge of their wardrobe decisions.”
With Men’s Full Price, Gilt is following in the footsteps of Bonobos, the men’s e-tailer that started in 2007 by selling its own comfortably-fitting pants. Now, Bonobos is undoubtedly a full-fledged online men’s clothing and accessories store. Everything it sells is at full price. Suit pants go for as much as $175; wingtip shoes are $335. Bonobos sells bags by Jack Spade and loafers by Timberland, as well as lesser-known designers like Mark McNairy.
While Auerbach wouldn’t say what percentage of Gilt’s revenue comes from Gilt MAN, he said that “it’s a material part of our business.”
“The key fact is that more guys are more aware and interested in fashion,” Ross said.
And he credited social media for this. “A fashion show now can be tweeted and facebooked in seconds.”
It’s questionable how many guys are at their office computers waiting to hear what happened at the latest fashion show in Milan, but there certainly seems to be a rising interest in fashion among men