It's Raining Menswear
Since the dawn of time (or since the beginning of mass-market retail), womenswear has become the dominant force in the apparel industry. Dresses, shoes, blouses, handbags--you name it; driving sales in those apparel types was the supreme target inherent retailers' advertising plan, and menswear was second-fiddle.
Now, however, an unexpected shift is fast-approaching: earnings in men's fashion apparel is growing at a greater rate than the womenswear industry.
Times, They're A-Changin'
So, how exactly will this about-face alter the future of in-store apparel advertising? That is a billion-dollar question. For apparel retailers, addressing a pivotal shift in customer demographics can not just mean a little bit of new shelving and much more"masculine" signage (after all, not all guys are enticed by the dark wood, brown leather cosmetic so frequently associated with menswear boutiques).
To come out on top, it is crucial that manufacturers consider the challenges in advertising apparel and examine different approaches some retailers are already taking. So kindly step aside, Ann Taylor: it is time to give menswear the advertising scrutiny it deserves.
What Can Men Want?
First, let us take a step back. To successfully market men's fashion to menswear shoppers, retailers will need to begin by learning what it is that their target market wants from an eye-opening encounter. This implies separating common assumptions about male shoppers-- which they despise shopping or are reluctant to curating a personal style beyond chinos and Oxfords --from fact.
So here are the facts. While it was once true to argue that men purchase, while girls shop, this announcement has lost some ground over time. Nowadays, men (particularly those in the Millennial and Gen Z generations) spend more time contemplating apparel prior to making purchasing decisions --more time than girls do, In actuality, 54 percent of male shoppers report regularly conducting apparel research online prior to making a purchase, compared to 47 percent of girls. And while guys make more online purchases than girls do, they are also more inclined to shopin-store at traditional retailers such as Walmart and Macy's. Funny, taking into consideration the commonly-held notion that purchasing would be to the average Joe as kryptonite is to Superman.
More Convenience, More Assistance, More Design
In-store, guys crave a suitable, human shopping experience. 73 percent of men rely on sales partners for assistance with finding apparel products and fashions, and 28% state a lack of responsiveness from partners is their biggest pet peeve when shopping. And , convenience is key--for both men andgirls. 60 percent of both groups report wanting more suitable store locations, and 30% state that they search for stores offering food and beverage choices and a room to lounge.
And as for individual style? The new generation of menswear shoppers care more about how they seem than previously. But clearly, men's style isn't one-size-fits-all. In-line with their affinity for convenience, many men still take a reasonable approach to purchasing: find one ideal cut of jeans or kind of suit, then get it in bulk.
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Capturing the Male Gaze
So, how are retailers using this insight to advertise men's fashion? The approaches vary, though one theme remains constant: make guys feel at home.
During its specialty menswear place in Lower Manhattan, Saks Fifth Avenue is using shoes as a"gateway drug" to trap tentative male shoppers--and lure them to venture farther into the depths of this lavish 16,000 sq. ft space.
"Men are having a fashion moment. Probably for the first time ever," stated Marc Metrick, president of Saks. However, he adds,"right now, they do not have a foundation."
Saks would like to be the new home plate for menswear by making high-fashion more accessible to the high-earning male market. The downtown shop location is a beginning: based in the financial district, the shop is suitable for those men who should look great at work, beginning with footwear. This is particularly critical as more top companies elect to relax traditional business-wear dress codes (looking at you, Goldman Sachs). A suit-and-tie uniform is no longer the status quo, but never fear: Saks is here to assist. Plus it seems clients are there to spend: while Saks is closing its downtown womenswear shop, its menswear store is staying open, due to promising sales.
In-House Style Stations Add to Total Appeal
But , shoes. Saks positions its shoe choice front-and-center, just past the entrance-- and the aforementioned shoes, there is tons of variety. In-store design details set the tone of this space, but not in the way you'd expect. Instead of dark mahogany, the floor is coated in ceramic tile in white and silver, a design mirrored in several womenswear stores.
Between racks of luxury apparel brands, Saks provides added advantage: there is a leather and shoe repair station, tailoring, a"tech bar" with advanced accessories, in-house barbershop and even a coffee shop.
The approach is smart and forward-thinking. Saks makes its shop appealing and approachable to its target customers, without falling into cliché menswear advertising traps.
Brooks Brothers Makes Menswear Cozy With Coffee (and Wine)
Like Saks, Brooks Brothers is on the search for Millennial businessmen--but rather than sneakers, they are skipping directly to the snacks. Leveraging the appeal of its Red Fleece brand (which provides fashions for a younger demographic of both men and women), Brooks Brothers opened a Red Fleece store and Red Fleece Cafe in our New York City's trendy Flatiron district.
For young working men, the shop is a comfortable, inviting space. The retail footprint is fairly small relative to the brands' other shops, so inventory is carefully curated, which, for men, isn't a bad thing. Very few choices, so they could get-in and get-out in under 15 minutes. For extra simplicity and clarity, each garment section shows the items styled in various ways: following is a button-down with shorts, ideal for a barbecue, and the identical button-down with slacks for a date night. Just add a coat, and you are ready for your big interview. Easy.
Downstairs, however, is where the magic happens (or at least the happy hour). The Red Fleece Cafe is very spacious --enormous leather armchairs fill the space, offering tired shoppers a place to sit down and enjoy a biscotti or latte. It's apparent that this cafe is not a gimmick--what about the cafe, from the option of sourcing high quality baked products to the wine list, is deliberate. On the day we visited, the cafe was buzzing with patrons that were migrating into the retail divisions.
It is time to think outside the box and look beyond traditional norms. The retail world is becoming more liquid, as are expectations about what"retail" should be. Women don't need to be pandered to, and guys want the latitude (and the information) to use style to express themselves. And everybody wants space that engaging and welcoming.
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