Branding the Man: Why Men Are the Next Frontier in Fashion Retail

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Hardcover: 224 pages
Publisher: Allworth Press; 1st edition (August 25, 2009)
Language: English
ISBN-10: 1581156634
ISBN-13: 978-1581156638
Product Dimensions: 9.2 x 6.3 x 0.8 inches
Shipping Weight: 1.3 pounds (View shipping rates and policies)

Praise for
Branding the Man: Why Men Are the Next Frontier in Fashion Retail

“If you are interested in retailing for men, Branding the Man is an informative read.”–Sir Paul Smith, chairman, Paul Smith Limited

“The tender gender gets deconstructed in Bertrand Pellegrin's delightful book on men's shopping behavior. Branding the Man is a thoughtful and practical guide for the global retail community as well as for anyone who has ever been mystified by the sense and sensibility of the American male consumer.”–Paco Underhill, author of Why We Buy: The Science of Shopping

"Branding the Man is a fascinating deep dive into the psyches of male shoppers, but it also teaches a few good lessons about men as partners, colleagues and friends. Whether you're a retailer or a consumer, you'll find yourself saying 'So, that's why guys do that!'–and learn how to respond."–Jayne O'Donnell, retail reporter for USA Today and co-author of Gen Buy: How Tweens, Teens, and Twenty-Somethings are Revolutionizing Retail

"Branding the Man is a must read for anyone interested in men's fashion. Bertrand Pellegrin uniquely explores the evolution of men's fashion and offers insights into the relationship between the consumer and the retailer."–David Pilnick, senior vice president of international business ventures, Saks Fifth Avenue

"Brilliantly captures the world of retailing in the twenty-first century. Written in a uniquely entertaining style, Branding the Man is unusually astute in examining the basics of a successful business."–Wilkes Bashford, founder, The Wilkes Bashford Company
Product Description Men are purchasing more clothes, shoes, health and beauty products, and personal care services than ever before. The world of men’s retail has remained a kind of bug in amber, frozen in time, with the same century-old style of merchandising and selling. A store must not simply provide, but educate the male customer, who is growing hungry for something more than the usual Blue Plate Special of khakis and polo shirts. To better attract this new wave of interested consumers, products in the U.S. must be merchandised and sold in a completely different manner. The design and branding of a man’s store ought to make men want to go shopping. Branding the Man offers retailers, buyers, and marketers strategic solutions to revolutionize men’s retail via some relatively simple conceptual strategies. Author Bertrand Pellegrin utilizes his years as a retail strategist to help retailers understand classic men’s environments–ones where men are most naturally inclined to spend time–and leverage the opportunities which arise from these “comfort zones” to engage and sell to the male customer. Branding the Man immerses the reader in a discussion of men’s retail environments spanning every level: store design, buying/sourcing, merchandising, marketing and advertising, and promotion and lays out a blueprint for how men can be developed as the “next frontier” in retail. Branding the Man: Why Men Are the Next Frontier in Fashion Retail