Branding the Man

This is a strategy book for fashion retailers serious about capturing a slice of the burgeoning male market. Men are purchasing more clothes, shoes, health and beauty products, and personal care services than ever before. Yet the world of male fashion retail has been slow to take advantage of this s [...]
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This is a strategy book for fashion retailers serious about capturing a slice of the burgeoning male market. Men are purchasing more clothes, shoes, health and beauty products, and personal care services than ever before. Yet the world of male fashion retail has been slow to take advantage of this shift in attitude. "Branding the Man" offers innovative and practical advice, and strategic solutions that will revolutionize men's retail. It shows those involved in men's retail how to understand classic men's environments - ones where men are more naturally inclined to spend time - and create opportunities within these comfort zones to engage and sell to male customers. Covering every aspect of male fashion retail - including store design, buying and sourcing product, merchandising, marketing, advertising, and promotion - this brilliant volume offers a blueprint for making men the next 'fashion frontier'.