FASHION /
NEWS
May 15, 2017
What Makes Mr Porter So Appealing? An Interview with Power User Toru Terajima | INTERVIEW
MR PORTER
London-based Men's Online Shopping Site
An Interview with Route Communications CEO Toru Terajima
What Makes Mr Porter So Appealing? (1)
MR PORTER is a London-based online shopping site for men, offering products from popular brands selected from around the world, including luxury brands.MR PORTERWe've previously introduced the excellence of MR PORTER's services, such as its extensive selection, rich content, and customer support that handles Japanese, but we were able to interview an actual Japanese power user about their experience. This time, we spoke with Toru Terajima, CEO of Route Communications, a design company based in Roppongi that handles digital-focused projects for famous domestic and international brands like NIKE, UNIQLO, and DIESEL, about the appeal of Mr Porter.
Photographs by ISHIBASHI MasatoText by ASAKURA Nao
The Trigger Was the Women's Site 'NET-A-PORTER'
—What led you to discover Mr Porter?
Toru Terajima (hereafter, Terajima)A female employee who likes fashion told me about it, as she was using the women's version, Net-a-Porter. It was about five years ago. Some employees still use it.
—Impressive! I imagine you have many highly perceptive staff members. Do you discuss fashion within the company?
TerajimaYes, we do. We also work on projects for fashion brands, so by nature of our work, we discuss things like which e-commerce sites are easy to use.
—Do you read articles like 'THE JOURNAL' on Mr Porter?
TerajimaI don't read many articles online. I occasionally look through 'THE MR PORTER POST,' which is sent regularly. But my employees probably look at it more than I do.
—Do you get fashion inspiration from magazines?
TerajimaI only read 'VOGUE' among magazines. I often go out and look around actual stores. Rather than chasing trends, I choose what I want to wear. It's also part of studying the industry. I get better information by hearing directly from staff than by reading about brands in magazines.
—What kind of stores do you visit?
TerajimaSaint Laurent, Celine, Phillip Lim... I visit the flagship stores of maison brands. I also check out select shops near my office.
—How often do you shop on Mr Porter?
TerajimaAbout once every two to three months. When I buy, I buy multiple items. For example, I might look for a bag while I'm there to buy a shirt. I also use Net-a-Porter occasionally.
—Has anything changed for you since you started using Mr Porter?
TerajimaI find myself looking at clothes more frequently. Going to a store takes a considerable amount of time, but online, I can browse in between other activities. Also, I receive many newsletters, and while the new arrivals aren't always what I'm looking for, newsletters with a theme, like features on green items, offer many discoveries.
—I see. That's a unique way to enjoy an online shop. Conversely, you can't try things on with online shopping. Do you ever make mistakes with sizing?
TerajimaI have a few brands and sizes that fit my body type in mind, so it rarely happens. I've visited many stores and know which brands fit me and which don't.
—So, are the items you purchase from Mr Porter almost always satisfactory in terms of size?
TerajimaAbout 90% are satisfactory. Once, I had to exchange a pair of shoes because the size didn't fit. Occasionally, the texture differs from what I imagined, but not enough to return it.
—What do you consider the best aspects of Mr Porter? And what services do you find particularly excellent?
TerajimaIt might sound cliché, but the visual appeal and ease of use. The overall elegance of the pages, the way products are displayed, and the descriptions are all very pleasant to look at. My account page is also well-organized, and it's convenient that requests for returns or exchanges, and checking delivery status, can all be completed within the site.
Page 02.Flawless Functionality. What's Missing is the 'Luxury Experience' Traditionally Found in Stores
MR PORTER
London-based Men's Online Shopping Site
An Interview with Route Communications CEO Toru Terajima
What Makes Mr Porter So Appealing? (2)
Flawless Functionality. What's Missing is the 'Luxury Experience' Traditionally Found in Stores
—Do you have any requests or suggestions for future content or services from Mr Porter?
TerajimaPerhaps regarding aspects beyond the online experience. For example, at luxury brand boutiques, you might find someone skilled at pinning who perfectly adjusts the size, or you might be invited to events, or offered a drink while you're there...
All that hospitality is part of the brand's value. Within the same price, there's a value that integrates both the product and the experience. Conversely, when you buy online, you just receive the product, so there's a sense of disappointment in that regard.
While the fit is generally good online, in a store, there's the reassurance of knowing they can adjust it by that final 0.5cm. I can't exactly go to a flagship store and ask them to alter something I bought on Mr Porter.
My neck is rather thick, so when I buy shirts, I first match the neck size and then adjust the sleeves, and some stores offer the reassurance of doing that properly.
—In London, they offer wardrobe counseling at customers' homes, and a 'personal shopping service' available to all top clients. Do you have anything similar in mind?
TerajimaOf course, people who love fashion would appreciate such services. In Japan, some select shops offer similar services to their valued customers.
But beyond that, I believe there's a desire for the experience that comes with purchasing in-store, or for valued customers – an experience beyond just 'buying a product.' I think this is something that can be achieved online as well.
Things that can only be done online. I have a few ideas. Many people are moved by feeling 'welcomed' or 'treated specially.' It doesn't necessarily have to be about fitting or styling.
The Packaging is Sufficient for Gifts, but a Little More Effort Would Make it Even Better
TerajimaAnother aspect I focus on is the packaging. When you buy from a physical store, you're already interacting with the product from the start, and then it's wrapped for you to take home. With online shopping, it's a reverse process: wait, receive, unbox, and then touch.
In Mr Porter's case, when you open the clean white cardboard box, the product is wrapped in high-quality paper, tied with a beautiful ribbon, and even includes a message card. If there were a small sample gift included, opening it would bring a delightful surprise and elevate the experience. In that sense, it provides a greater feeling of being 'cared for' than seeing it in person at a store. I believe there's still a lot of potential in packaging. For instance, offering gift wrapping options.
—Do you ever use Mr Porter for gifts?
TerajimaOccasionally. The standard packaging is sufficient for gifts. However, it's disappointing when a luxury brand item doesn't come in its own branded box or shopper. It would be great if, for an additional fee, one could opt for a premium box, choose the ribbon color, or include a coupon – a little extra touch at the final output.
For brands whose standard packaging isn't particularly refined, Mr Porter's presentation elevates them. But it would be a shame if luxury brands were perceived as downgraded in that aspect.
—What are you interested in, not just in fashion, but in lifestyle in general?
TerajimaThis might sound abstract, but it's about human encounters and connections. Gifts, too, are a form of interpersonal communication, aren't they? I want to give something that exceeds the recipient's expectations. Fundamentally, giving an object is a lasting message. Perhaps it can be encouragement, or a way to cheer someone up, or even a catalyst for them to set a new goal.
Sometimes, even if it's something I wouldn't buy myself, receiving it can be a trigger for personal change.
It's Important to Feel the Human Touch Even with Online Shopping
TerajimaI like wine, and I know most of the producers, so I drink it while picturing them. Of course, the craftsmanship is meticulous, but as it's imported to Japan, managed by shops, and poured into a glass, many people are involved. No single person can afford to falter. When drinking something of good quality and condition, you appreciate the passion of those involved – you feel that 'everyone worked hard for this.'
In fashion, rather than 'which brand do you like?', I'd rather buy from a place with 'wonderful staff.' As I visit various stores, I might hit it off with a staff member and find myself wanting to buy from 'that person' rather than the store or brand itself. If that person moves to a different store, I might start shopping there. Since I generally like people, I enjoy places where I can encounter others, and I find it interesting when relationships develop and continue.
It's the same with work. Connections are made through work, and as relationships lengthen, they deepen, and that person might introduce someone else. Once we start working together, I want to do my best to be appreciated, and when I achieve results and receive thanks, I feel happy too, don't I? This has become long, but what I'm interested in is 'people' (laughs).
Returning to the topic of online shopping, there are people behind the scenes, and the operators on one side and us on the other. The key point is whether a proper give-and-take, a 'human touch,' can be felt between us.