So why would a company that has made its reputation offering flash sales to consumers suddenly decide to launch a full-price site for guys? Because it can and because it thinks it will work.
Gilt Groupe announced it would launch its new full-price site next summer to introduce pre-Fall fashions to men.
"With a strong understanding of the way men shop and the rapid growth we've seen on Gilt Man in the past year, we feel the time is right time to enter the full-price e-commerce space," said John Auerbach, president of the new venture, in a press release. Mr. Auerbach has served as general manager of Gilt Man.
The new site will mix men's apparel with accessories, athletic gear, gadgets and more with editorial content. The company is taking a curated approach to its product selection and merchandising.
Kevin Ryan, founder and CEO, Gilt Groupe, said, "The new site will leverage Gilt Groupe's existing $100 million plus men's business including 400,000 male customers, and 350 brand partners, making this new business at launch one of the most robust men's online retail experience available."
"Men shop differently than women. ... It's often said that women tend to buy something they like and then find an occasion to wear it, while men will think about the occasion and outfit themselves accordingly," Mr. Auberbach told Mashable.
"There are very few men's-only shopping destinations and most outlets treat men's online retail as either a commodity or an afterthought. ... [Men] deserve an e-commerce experience designed with their needs [as well]," he said.
Discussion Questions: Is the time right for the launch of a full-price retail site for men's clothing? Are you more or less optimistic about the site knowing that it is being launched by Gilt Groupe?