Though a plethora of independent start-ups are offering shoppable fashion advice for mobile (Kaleidoscope springs to mind), Mr Porter got smart and co-opted the service for itself. The men’s arm of Net-a-Porter just released a new version of its iPhone app outfitted with a range of aesthetic, useful features.
The site’s entire inventory is accessible via mobile, with helpful breakdowns like “The Essentials,” showcasing 30 recommended seasonal items at a time. Most of the new or updated features, however, are educational (albeit, fully shoppable, too). There’s Stylepedia, a mobile encyclopedia devoted to all things related to menswear. New video manuals offer quick styling tips, useful for on-the-go. And an inventory of images of style icons provides general sartorial inspiration.
The new aspects balance nicely with the retail end of Mr Porter’s app. With a focus on more editorial offerings, the mobile experience will probably draw in even more consumers — after all, it’s appealing to them through style features they’d want to check out, anyway.