■ About the Publication Magazine B is an ad-free monthly publication that dedicates each issue to one well-balanced brand unearthed from around the globe. The magazine introduces the brand’s hidden stories, as well as its sensibility and culture, and is an easy but also serious read for anyone with an interest in brands. ■ About the Publisher JOH & Company is a creative company founded in April 2011 by Suyong Joh, former Director of Creative Marketing & Design at NHN. He oversaw and directed the construction of NHN Green Factory, which is the headquarters of NHN, the company that has earned domestic and international reputation as “Google of Korea.” He also created a sensation in the publishing world when he compiled the construction process in a publication, Green Factory. Currently, he leads JOH & Company, a group of creative directors that he has brought together from various fields, and he is conducting complex projects encompassing architectural design, brand consultation, interior, food & beverage service, and product design, based on his own experience. The first fruit of such endeavor is magazine B. ■ About the Issue Welcome to the 51st edition of Magazine B. Autumn is quickly passing us by, and I can feel winter creeping onto my doorstep in the chilly mornings and evenings. I imagine many people have already started shopping for their winter threads. Some opt for department stores, some go for the boutique brands, and others head online. Established in 2011, Mr Porter is a British online retailer for men’s fashion. It’s the men’s version of Net-a-Porter, a women’s clothing retailer that was established in 2000 and redefined the parameters of online shopping. Net-a-Porter is a play on the French term “pret-a-porter,” which means “ready-to-wear,” combined with the word “net” — indicative of the online business model that also distinguishes Mr Porter. Only five years since its launch, Mr Porter has established a strong presence in the men’s fashion market. The brand’s influence is already comparable to that of the large-scale department stores of old as well as other reputed fashion retailers. Mr Porter has helped nurture the world of men’s fashion so that it now stands more or less equal in importance to women’s fashion, which has traditionally been more heralded. Unlike the standard online shops, which focus on offering competitive prices, Mr Porter concentrates on luxury brands. As you can’t physically confirm elements such as size or texture online, luxury fashion has had limited appeal to online consumers. Mr Porter, however, has collaborated with some of the world’s most prestigious brands to offer limited-edition products and make them available exclusively on its site. Furthermore, the brand has diversified by incorporating street brands and products from upcoming designers into its collections, indicative of a broad perspective and unique approach to the industry. Both Net-a-Porter and Mr Porter were founded by Natalie Massenet, a former fashion journalist and editor who, from the very start, equipped Mr Porter with an expert editorial staff and a team of buyers who specialize in men’s fashion and collaborate with each other to form the ideal synergy. For instance, certain members of the content production, marketing and buying teams attend major fashion shows together and plan upcoming projects. When they encounter a sought-after product or designer, they write articles that encourage readers to purchase the item in question — for example, they might suggest five ways to wear it. According to company insiders, supervisors never command their writers to blindly promote items. Content must always be relevant to their customers’ tastes and sensibilities. Upon launching Mr Porter, Natalie Massenet delivered a prediction: “I am sure, in the next five years, this is what is going to happen everywhere. Media companies are going to become retailers and retailers are going to become media companies. It’s inevitable.” Almost everyone agrees that good content is important. The word “content” is used endlessly among people trying to build a brand. Once a brand gets past the launch stage, however, content tends to take a back seat. Mr Porter has demonstrated what a healthy balance between retail and content looks like, and offers a reference point for what businesses in all industries should strive to achieve. Instead of chasing trends, Mr Porter has created its own style, as they claim to be “the destination” for men’s style. Taehyuk Choi, Editor-in-Chief ■ Table of contents 02 INTRO 08 EDITOR’S LETTER 12 UNBOXING Customer reviews of Mr Porter on Instagram 14 DIRECTORY Using the website 18 OPINION Fashion Consultant, Creative Director Sangjae Jay Lee 22 BRANDS A look at the fashion industry through Mr Porter’s brand lineup 36 SERVICE Increasing competitiveness through service innovations 40 MR. The ideal man according to Mr Porter 58 OPINION Mr Porter Creative Director Ben Palmer 62 Media Securing content capacity that rivals major media outlets 74 VENUE Where you can find The Mr Porter Post 82 DISTRIBUTION CENTER Distribution centers scattered around the outskirts of London 92 BRAND STORY The rise and growth of an e-commerce innovator 102 MILESTONE Comments by the media and Mr Porter on the company’s three major milestones 104 MARKETING The brand’s increased levels of experience- based marketing 108 STYLE COUNCIL A stylish team of advisors from various backgrounds 110 E-TAILERS Seven online retailers who have changed the terrain of luxury fashion 114 INTERVIEW Mr Porter Brand and Content Director Jeremy Langmead / Managing Director Toby Bateman 120 FIGURES Mr Porter by the numbers 122 Outro