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Net-à-Porter holds first menswear day at its Tmall Luxury Pavilion store


NEWS Net-à-Porter’s drumming up activity among menswear buyers in China, with suggestions, incentives, and edgy brands
Filed by Lucire staff/April 13, 2020/10.22




Net-à-Porter had its first menswear day on its Tmall Luxury Pavilion shop on April 10, giving Chinese buyers a chance to check out what’s in trend for spring 2020.
   Since joining Tmall in September, Net-à-Porter has had plenty of attention from fashion-conscious online shoppers, and the menswear day sought to build on that, and Net-à-Porter’s Mr Porter brand.
   Net-à-Porter curated suggestions for men who wanted looks that would suit them for work, dating and fitness, and provided specials such as 15 per cent off new products, an interest-free period for menswear, free gifts for online orders, dry-cleaning coupons, and limited-edition notebooks.
   Brands included Fear of God, with its streetwear chic; Off-White, showing loose silhouettes and barbed-wire patterns; FengChenWang, with its focus on detailing; the emerging Chinese brand Staffonly, with a particularly ingenious diamond-patterned short-sleeved shirt; and Pronounce, with its terracotta warrior- and horse-inspired collections. Rick Owens, Common Projects, Thom Browne are also represented among Net-à-Porter’s spring menswear looks. The retailer expects plain, grey and khaki tones to be in, as well as neutral blues, and an overall sporty theme.

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