18(a) Describe the mission/purpose of your proposed gTLD

Prototypical answer:

gTLDFull Legal NameE-mail suffixDetail
.MRPORTERRichemont DNS Inc.valideus.comView

Describe the Mission and Purpose of your gTLD

The content of this Answer to Question 18 set forth below, which describes the plans for Richemont DNS’s registry on behalf of group company NET-A-PORTER.COM, constitutes the “purpose” of the registry as that term is used in paragraph 1.b. of Specification 9 of the Draft New gTLD Registry Agreement found in Module 5 of the Applicant Guidebook dated January 11, 2012 (“the Purpose”). Richemont DNS will publish its Charter and its policies, guidelines, and other supporting documentation related to the implementation of the registry consistent with the Purpose, all prior to launch. All second level domain names registered by Richemont DNS on behalf of itself or an affiliate will be registered through an ICANN-accredited registrar and will be consistent with the Purpose. All registrants of second level domain names will be affiliates of Richemont DNS and⁄or NET-A-PORTER GROUP LIMITED or will be parties operating under a written trademark license specifically allowing the registration of a second level domain name within this registry (the “Required License”).

THE NET-A-PORTER GROUP LIMITED (THE NET-A-PORTER GROUP) consists of NET-A-PORTER.COM, the world’s premier online luxury fashion retailer for women, THEOUTNET.COM, the most fashionable fashion outlet, and MRPORTER.COM, the global retail destination for menʹs style.

THE NET-A-PORTER GROUP LIMITED’s ultimate parent company is Compagnie Financière Richemont S.A. (“CFR”), a Swiss luxury goods holding company, which was created in 1988. The group of companies whose ultimate parent company is CFR is referred to herein collectively as “Richemont”. This application is being made by Richemont DNS on behalf of THE NET-A-PORTER GROUP LIMITED, including MRPORTER.COM. Richemont DNS currently manages domain name matters for all CFR group companies.

Since launching in February 2011, MRPORTER.COM has quickly established itself as the global retail destination for men’s style, combining the best international menswear with award-winning editorial content. The site sells over 160 leading international brands, with content and new products added weekly. MRPORTER.COM delivers to 170 countries with same day delivery in London and Manhattan and within 12 months will be able to offer same day delivery in Hong Kong. Designers available include Gucci, Acne, Dolce & Gabbana, Rick Owens, Yves Saint Laurent, Burberry, Oliver Spencer and Lanvin, alongside specialist labels such as John Lobb, Lock & Co, Orlebar Brown and Valextra.

MRPORTER.COM’s acclaimed online magazine, The Journal, expertly fuses commerce with 52 weeks of inspired editorial content. A comprehensive weekly style guide, it features key items selected by the Editors of MRPORTER.COM and provides unique access to the world’s innovators, entrepreneurs and trendsetters via original content including features, interviews and shoots. Additionally MRPORTER.COM prints a quarterly newspaper, the MR PORTER POST featuring style advice and engaging articles by leading journalists from around the world.

MRPORTER.COM continuously seeks innovative ways to improve the user experience through new technology. Original video content is used to accompany features in The Journal. Readers can shop for their favourite brands while they watch. The MRPORTER.COM style help app is a unique shopping application for the iPad, iPhone and iPod touch. The MRPORTER.COM mobile website provides men access to instant style wherever they are and from any cell phone. Additionally MRPORTER.COM engages in a highly active dialogue with its customers through Facebook, YouTube, Twitter and Pinterest.

The .Mrporter registry will be a standard, not a community-based, registry. Its main purpose will be:

• To protect THE NET-A-PORTERGROUP’s intellectual property and ensure that the integrity of its brand MRPORTER.COM is enhanced at the highest possible level in the domain name system. THE NET-A-PORTER GROUP has a portfolio of registered intellectual property rights around the world and securing the term, .Mrporter will enable THE NET-A-PORTER GROUP to harmonise its current brand protection policies and to mitigate counterfeiting, a scourge of the luxury goods industry.

• To provide a platform for the delivery of secure, consolidated digital material for both industry professionals and consumers in line with Richemont DNS’s goals

• To ensure MRPORTER.COM remains at the forefront of innovation by keeping pace with internet technology developments

The success of the .Mrporter registry will be determined by the enhancement in the equity of the MRPORTER.COM brand and in terms of the security and stability it brings to our communications.

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gTLDFull Legal NameE-mail suffixzDetail