“An edited selection of brands and the ability to offer total looks is pivotal to increase the number of items per ticket,” noted Alessandro Maria Ferreri, ceo and owner of The Style Gate consulting firm. “In addition, this strategy allows [a retailer] to attract a range of less fashion-savvy customers,” he added.
“Buying with an eye to a cohesive whole allows us to have the point of view that mimics that of a truly unique specialty boutique. This creates a dialogue with our customers,” explained Peskowitz, noting Moda Operandi carries around 125 brands.
At Matches, its formula encompasses a “unique mix of content, commerce and community,” Paul explained. Men also have different reasons for buying online compared to female shoppers, thus leading to different purchasing habits.
“For many reasons, the approach to online sales is not ‘gender fluid,’” Ferreri said. “Men started buying online because they lacked time and wanted to get the perfect pair of jeans and avoid the frenzy of physical stores,” he said.