The Innovation 50: Mr Porter, the luxury brand for which ‘everything is brand’

The Innovation 50: Mr Porter, the luxury brand for which ‘everything is brand’

Men of taste are spoiled for choice when it comes to fashion and style options. But describing itself as the world’s foremost style destination for men, Net-a-Porter subsidiary Mr Porter has used a high-quality approach to marketing to stand out in the well-heeled crowd.

And it’s approach to marketing has been unconventional, providing much of its appeal. Ben Walker, Co-Founder of creative studio Who Wot Why, calls Mr Porter, “A perfect example of building a brand without broadcast.”

Highlighting the other reasons why Mr Porter is joining The Innovation 50, Ben says, “You don’t bin their emails because you know there’s reward there. The site contains beautifully made content that is able to break all sorts of content rules simply because it’s interesting and rewarding. The site is wonderfully personalised. They are not afraid to mix analogue and digital, producing lovely physical newsletters every quarter.”

Partnerships and detail

Mr Porter launched in February 2011 and has used its first 10 years to develop a menswear and luxury brand covering categories from luxury watches and shoes to designer and own label clothing.

Producing a mix of digital and printed content across its shoppable online magazine called ‘The Journal’, Mr Porter even produces style-minded editorial in its bi-monthly newspaper, ‘The Mr Porter Post’.

This year – and it’s something the brand has become known for – Mr Porter launched a number of partnerships with other high-end brands as part of its premium brand marketing strategy.

In November, scotch whisky house Glenfiddich announced a partnership with the fashion retailer to release a special edition single malt limited to just 1,500 bottles worldwide.

The same month, it launched its Fine Jewellery Campaign, with an exclusive series of agender fine jewellery showcasing 14 brands and 12 fully exclusive pieces from Elhanati, Suzanne Kalan, MAOR, Shaun Leane, Duffy Jewellery and LAUD.

“They form great partnerships with like-minded brands. And they pay attention to detail in every channel with their design style. It’s clear that everything is brand to them and it’s outstanding,” says Ben.

Pandemic concerns

All has not been well, however, for the parent company. Net-a-Porter fared quite badly in the pandemic with luxury brand sales falling as people stayed at home. Its owner Richemont set out to sell part of its stake at the end of 2021 as losses mounted in the UK.

But Mr Porter has a strong position if the recovery continues. With more than seven million monthly global visits to its site, more than 50 million monthly page views and 1.3 million email and push subscribers – not to mention its 2.5 million + social media followers – there is much to build upon.

Ben concludes: “They display real passion for fashion and if you like that, you can’t go wrong.”