Joox

Retailers Increasingly Woo Men

Men simply don’t like to spend time shopping, so what is a fashion designer to do? Increasingly brands are bringing the store to men’s computer desktops. And it’s paying off, studies show.

Men spend more money online, buying more luxury brands than women. A recent survey of over 1,300 online consumers by Unity Marketing showed that men spent an average of $2,401 on fashion in the previous three months, compared to $1,527 for women, according to a report by the Wall Street Journal.

Joox, the online boutique giant that creates sites for dozens of luxury retail clients, recently launched thecorner.com, a site dedicated to showcasing men’s top designer brands. The site, launched in March, creates a personalized space for each brand, including Givenchy, Marc Jacobs and Rykiel Homme.

"We're bringing together a variety of brands all under the same 'roof,' showcasing each in its own corner," Joox founder Federico Marchetti told DNR. "We launched men's first because our research of their online shopping habits over the last eight years shows that they are much quicker to buy and have a higher sell-through than women."

And men return fewer items than women, another appealing characteristic for retailers. Men return less than 10 percent of items purchased online, while women send back over 20 percent of items, Forrester Research told the Journal.

“As long as the product is good enough, men are less likely to return it,” Sucharita Malpuru of Forrester told the Journal. “They’d sooner put it in the back of the closet.”