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MEDIAWATCH

To smack or not to smack?

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DEBATE

Soft on Smacking? France slammed for not banning corporal punishment (part 2)

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FOCUS

French Muslims refuse to be scapegoats for extremists

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IN THE PAPERS

'Obama needs to provide real answers to Netanyahu's arguments'

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IN THE PAPERS

Hollande: 'We have to tear voters away from the National Front'

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FACE-OFF

French local elections: Far-right National Front in pole position

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ENCORE!

Film Show: 'Citizen Four', 'The Circle' and 'Wolf Totem'

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EYE ON AFRICA

Tangerine Dream: Afropolitan star Yemi Alade chats to FRANCE 24

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MIDDLE EAST MATTERS

Iraq: Islamic State group's child soldiers

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All the best of the Parisian catwalks and a look behind the scenes at the big names in Haute Couture. Every other Friday at 3.50 pm Paris time.

FASHION

FASHION

Latest update : 2012-05-11

Marc Menasé / Menlook

Fashion is going digital.

A model, a stylist, and a photographer...here we are at the French giant of on-line retail for mens clothing and accessories, MenInvest. Over 2 hundreds brands, thirty thousands items in stock, and one hundred thousand clients. Fashion is going digital.
Management come easy for Marc Ménasé. Ten years ago he took part in the early stages of the price comparison website Kelkoo, then moved on to create Nextedia, an online marketing agency which he later sold at top dollar to the Lagardre groupe. In 2010 he started MenInvest, an on-line retail and communication company geared towards men.
Of the 35 million internet users in France, more then 2 out of 3 buy on-line. And today it’s men that are increasingly logging on to shop. But it’s a clientele that is very brand loyal and introducing them to new designers is a challenge.
Making men comfortable with new fashion trends. It requires a right combination from the two divisions that make up MenIvest: commerce and communications. For communications, conveying the right message is key. The topics remain within the usual masculine bounds: watches, cars, high-tech gear, and design. As for the commercial side, the company created its own distribution brand, conceived in-house and made in Europe. Collections that bring to mind a retro revival. Proof that men may still prefer what’s old as new again.
 

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