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New e-tailer wants to dress shopping-averse men -- via webcam

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As of today, if you’re a guy who either hates to shop for clothes or suddenly find yourself without the significant other (or sympathetic mother) to keep your closets current and outfits matched, the path to sartorial salvation is no further away than the closest USB port, and won’t cost you anything more than 15 minutes of your time.

At least that’s the basic premise of Trunk Club, a Bend, Ore., based e-tailer that launched today that pairs the fashion-challenged, the time-deprived, and the just plain shopping-averse menfolk of America with a personal style consultant via webcam (if you don’t have one they’ll send one along gratis).

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After an initial video chat consult (via Skype) in which your new lady friend (they are currently all women) asks you a series of questions -- about your life, your job, your wardrobe preferences and sizes -- you’re ready to be dressed by your personal cyber stylist who will have anything, including formal wear, casual wear and even underwear, socks and a belt, mailed to your doorstep within seven business days.

At launch, the brand assortment mirrors that of a traditional department store and includes names like John Varvatos, 7 For All Mankind, Ike Behar, Joseph Abboud, RVCA, Nat Nast (as well as Bonobos, another e-tail only label).

There is no obligation to buy -- return shipping is free and credit cards aren’t charged until you say so. And here’s the kicker: The consultant is available to help solve your closet conundrums and alleviate your wardrobe worries 365 days a year -- at no charge whatsoever!

In a brief interview earlier this week, founder and CEO Joanna Van Vleck said the revenue model was exactly the same as with a bricks and mortar store. ‘We buy at wholesale and sell at retail. That’s where we make our money.’

That means no membership fees, no postage. And if tailoring is needed, the service has contracted with local businesses to do that too.

On paper it sounds wayyyyyy too good to be true, so after I got off the phone with Van Vleck, I signed up -- and a webcam arrived at my office the next morning. (So far so good!)

I’ll update you soon with further details of my ‘cyber fitting,’ and if this new retail model turns out to be half the help it’s described as, the first rule of Trunk Club (with apologies to Tyler Durden) will probably be that everyone’s talking about Trunk Club.
-- Adam Tschorn

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