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One of the main problems that luxury brands face online is providing the same in-store experience a customer would expect when spending hundreds of pounds on a new wardrobe. Mr Porter, an online clothing retailer, seems to have found the solution: a new iPad app, called ‘The Tux’, a gentleman’s formal party guide. –

It contains plenty of hi-res imagery and video tips on how to chose the right tuxedo and accessories as well as etiquette for formal occasions. This stylish app is designed to act as a compliment to the existing Mr Porter website and suggests the brand sees tablets as a valuable tool for growing the brand as well as driving sales. It’s app with 4 four parts; each is presented by a short video clip of a charming, would-be James Bond driving a car.

There are also some fun clips, which provide dancing lessons, tips on party etiquette, interactive sessions on black tie accessories and a tutorial on how to chat up women featuring young model Daisy Lowe.

But that’s not to say there aren’t a number of links to Mr Porter’s e-commerce platform. Some of the videos have a ‘tap to shop’ call-to-action. The interactive accessories section also includes ‘shop me’ button that links directly to product pages. However, the e-commerce site isn’t hosted within the app; instead it opens a browser and links to the Mr Porter desktop site. This reduces the users involvement and means someone has to shut the browser and re-open the app if they want to continue viewing the content. Mr Porter clearly believes in investing in content to underpin its fashion authority and to stay ahead of the pack.

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