Gilt Groupe Launching Full-Retail Men’s Clothing Site
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
“With a strong understanding of the way men shop and the rapid growth
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
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?
- Gilt Groupe to Launch
Full-Price Men’s Retail Site – Gilt Groupe, Inc.
- Why Gilt Groupe Is Getting Into Full-Price Retail – Mashable