Shopbop has revealed plans to start a menswear retail website early next year that will cater to the "cool" guys who are underserved by the current spectrum of men's sites.
A Shopbop spokeswoman told WWD that the site would be "both approachable and serve as a destination to educate and engage guys on fashion and style. While others are serving the fashion converted or the super straightforward, we believe there is an opportunity to serve the guys who live in between these polarities.”
The menswear blog Fourpins broke the news when it discovered a listing for a men's divisional merchandise manager on the Shopbop careers page. The listing describes the target customer as "modern, cool guys who are looking for the fashion that works in his individual style." This means offering an "appropriate mix of designer" options, with high-end contemporary labels and premium denim brands sprinkled in. WWD nodded to Rag & Bone and Alexander Wang as brands that could possibly be featured on the site, so it wouldn't be surprising to see brands that operate in the same forward-thinking ethos, like A.P.C., Mark McNairy, Levi's Made and Crafted, BLK DNM, and John Varvatos, in the mix.
But whatever the site's offering will include, that Shopbop is starting a men's site speaks to its parent company Amazon's desire for a greater market share in the fashion space. Amazon recently started featuring high-fashion model Chanel Iman in its seasonal campaigns, and this month the company announced that it would set up a 40,000-square-foot fashion studio in Williamsburg, Brooklyn.
Photo via Alexander Wang