The Outnet will launch in the US with over 30 brands – WWD
After a successful launch in the UK, EMEA and Asia-Pacific last fall, The Outnet is now targeting the US
The Yoox Net-a-porter group-owned luxury discount shopping site was launched in 2009 and offers more than 350 women’s designer brands from previous seasons with up to 70% off. Last September, the e-tailer announced that it would add menswear to its offering through local language sites in these countries.
Emma Mortimer, Managing Director, said the response in these regions “has been really positive for existing and new customers”. She said the initial launch offered a small edition of brands as a test to gauge customer reactions in different regions. It was followed by a full launch at the end of March.
“We found out which designers and categories were working and were able to establish a communication cadence to maximize awareness,” she said.
On Tuesday, it’s time to test the waters in America in the same way. First, a selection of around 30 brands, including Alexander McQueen, Dolce & Gabbana, Sandro, Rag & Bone and Acne Studios, plus new additions Canali and Officine Generale. More than 100 additional brands will be added this summer in the designer and contemporary categories and will include outerwear, footwear, suits and bags.
Mortimer said that after achieving such success in womenswear over the past decade, “it felt like a natural evolution” to transition into menswear. “Knowing that there was organic demand from our customers and partner brands, and that the menswear ‘past season’ landscape was still mostly white space in our key markets, including United States, we thought it was a good time to introduce the new category. ”
Mortimer said The Outnet is “at the beginning of building our menswear customer base in the United States,” but the male shopper appears to be similar to the female shopper. “We cater to an inclusive demographic of shoppers interested in designer fashion that is timeless and sold at attractive prices.”
In order to spread the word, The Outnet will create “original editorial, brand marketing campaign and influencer activity”, she said. “Menswear will have a dedicated homepage and drop-down menu, and we’re excited for our new and existing customers to experience our voice in the market. We have a unique point-of-sale basket, offering customers who buy both men’s and women’s clothing the ease of an efficient and seamless checkout experience.
So how big can men ultimately become for the company?
“We will continue to grow our assortment and increase the brands and categories we stock,” Mortimer said. “The ultimate goal is a 50% split between menswear and womenswear, but that will take a few years. As we work towards this, we will take the time to understand our new menswear buyers and how best to meet their needs. This is a very exciting time for us, with the opportunity to diversify and grow The Outnet’s business.