This informative guide peeks into the male psyche to teach readers how to attract male customers and showcase fashion in an appealing, non-threatening way. Brand development expert Bertrand Pellegrin answers the question asked by brand and store managers the world over: How can we get men to shop? In Branding the Man, Pellegrin explores the areas where men feel most at home, exposes their feelings toward fashion, and explains how today's man has evolved into someone who no longer fears shopping.
Retailers and brand managers will learn how to bring elements into their stores that will attract male buyers; build visually appealing showplaces; supply the items men want to buy; use advertising and innovative marketing tactics; and offer simple, clear-cut choices to take the stress out of shopping.
This valuable resource also includes tips on arranging floor displays for easy navigation and analyzing male customers and their needs to create individual shopping experiences. For any retailer seeking to please and increase their male customer base, Branding the Man delivers the goods.