Gilt Groupe realizes that men, who approach shopping with the utmost effort to get in, get out, and get on with life rather than dig and dig for a great find to brag about later, will just as easily pay full prices as sale prices. The site's ten full-price men's sales (or non-sales, as it were) held over the past six months were a "tremendous" success according to John Auerbach, who is heading up Gilt's full-price men's site, which is scheduled to launch in July and offer things by 75 to 100 brands. The one million men registered on the site constitute a third of the site's business, so it makes sense to finally give them their own Shopbop rather than force them to shop flash sales in some frantic fashion, as though they actually care about clothes. God forbid they display any eagerness toward fashion in the least.
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