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ROUGEGORGE: attempt made to boost sales to men


RECOGNIZING that many men hesitate to enter physical stores to purchase lingerie as a gift for their partner, French lingerie chain RougeGorge, which formerly traded under the Cannelle brand, created a special section of their e-commerce site that targets male buyers. Showing a subtle touch, the sub-site is not labelled as a section for men but is presented as an aid to buying lingerie as a gift. As such, it provides information and tips that even women can find useful as well as leads towards different types of lingerie styling and comments on packaging.




The almost gender-neutral way of offering essential information and advice should help to protect men’s self-esteem and promises to generate an appreciable volume of extra sales for the chain.


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