{"id":12233,"date":"2012-04-27T14:18:08","date_gmt":"2012-04-27T21:18:08","guid":{"rendered":"http:\/\/content26.com\/?p=12233"},"modified":"2017-02-14T11:19:53","modified_gmt":"2017-02-14T19:19:53","slug":"weekly-content-critique-mr-porters-take-on-a-denim-jacket","status":"publish","type":"post","link":"https:\/\/987654321.space\/c26_dev\/blog\/weekly-content-critique-mr-porters-take-on-a-denim-jacket\/","title":{"rendered":"Weekly Content Critique: Mr Porter’s Take on a Denim Jacket"},"content":{"rendered":"

Selling clothing online is no easy task. It’s hard to compete with the physical experience of a fitting room, but e-tailers are finding ways to make it work, like the new trend of blending editorial content with commerce to create retail sites that rival fashion magazines.\u00a0Mr Porter<\/strong>, which sells attire and\u00a0accoutrements for discerning gentlemen,\u00a0does this very well. As\u00a0Lauren Indvik on Mashable<\/strong> put it<\/a>, Mr Porter’s home page\u00a0“feels more like opening a magazine spread than entering an online shopping destination.”<\/p>\n

I surrendered to the medium and browsed the current “issue” (the site publishes new articles weekly), eventually landing on a page for a denim jacket by Nudie Jeans<\/a>\u00a0via a “Mr Porter Sessions” music video featuring some indie rock band from\u00a0Tennessee<\/del>\u00a0The Apache Relay. The band members, of course, sport outfits from Mr Porter that are detailed in an article below the video. (Don’t be misled, this screenshot is not of the product page in question. Think of it as a gateway to the product page and to my critique.)<\/p>\n

\"\"The introduction: 4 pings\"\"<\/h2>\n

The site goes so far as to the descriptive copy for their products “Editors’ Notes.” The first two sentences of those notes cover key style features: heavily washed denim, slim fitting, all season, all American. Introduction successful.<\/p>\n

I think it’s a mistake to feature the brand name more prominently than the product name–“Nudie Jeans” is a somewhat misguided header–but I suppose that’s a result of fashion magazine ethos.<\/p>\n

Informative copy: 5 pings\"\"<\/h2>\n

The hardest part of apparel retail to reproduce in the digital medium is fit; that’s why so many retailers are experimenting with virtual dressing rooms. Mr Porter obviously favors writing over visual for their bells and whistles, but the company does what it can to give shoppers a decent idea of how an article of clothing might fit, going so far as to suggest what size to choose to best match the look of the model. Here’s what the “Size & Fit” tab tells us:<\/p>\n