Mr Porter ? • • • Mr Porter was originally launched in 2011 as a brother site to the enormously successful women’s fashion and accessories retailer Net-A-Porter. The invention of Natalie Massenet, a fashion editor turned retail prophet, the Porter brands sought to bring the luxury shopping experience to computer screens. Enter managing director Toby Bateman, a Selfridges alum who, along with his team of buyers, rounded up a mix of clothing, shoes, and accessories from 80 brands (that number now stands at over 400) that best reflected the needs of their customer. Post-launch, the team saw that their customer base encompassed everyone from “18 year-olds using their first bit of money to buy a sneaker, and 80 year-olds shopping shirts and ties,” says Bateman. (Flash-forward to today, and sneakers is the best-selling category in terms of sales according to in-house statistics.) “Mr Porter gave us an opportunity to present more niche product with great craftsmanship and heritage attached to it, and I think that that was an immediate success.” So, a brand like Incotex goes from being carried in only a handful of brick-and-mortar stores to having a global retail stage. Toby Bateman Mr Porter’s ascent to ultimate men’s ecommerce destination has run parallel to an explosion of menswear in popular culture that shows no signs of slowing down. Fashion brands now rely heavily on men’s businesses to make earnings goals and male celebrities now understand the power of a successful red carpet appearance. Localization 01 Journals 03 Illustrations 02 Witty names 04 Style Council 05 Mental health Journals Mr. Porter’s Journals tackle topics such as: fashion, grooming, watches, travel, lifestyle. These journals present the lifestyle of men and how to help them lead a better life and cope with the difficulties of manhood, especially of living alone and make your home welcoming enough to feel more secure. In terms of localization, the journals can match the city life typical of Bucharest, Cluj, Timişoara or other small cities and how males from these cities conduct their lives. Therefore, this can help other males not only buy the merchandise, but access their site on a daily basis. Witty names and witty translations Grown alchemist War paint for men Bro mask Considering the city life in Bucharest, localizing Mr.Porter might mean changing few names of its products which are already humorous can turn even more attractive for the stylish man. Obviously, these names should be according to their own lives with names such as: “Când stai în duş mai mult decât iubita ta” or “Când viaţa urbană îţi vine de hac”. These names promoted by famous names in Romania can receive a boost. Illustrations The illustrations could also be more Romanian like, using different streets such as the example in the first illustration. Other illustrations could include Romanian traditions and history: national motifs, countryside lifestyle, tsars such as Vlad Ţepeş as an example of manliness. The style Council members could include Romanian male designers and people from the field who can share their knowledge on more or less expensive garments to wear or more or less fancy garments to wear. Thank you!