Adam Blennerhassett BY: Adam Blennerhassett

A Focus On The Male Customer

opinion 

The focus on male customers, within retail environments, is becoming more apparent as retailers capitalise from the greater demand for trend-led menswear.

The industry has recognised the growing importance of men’s fashion and their consumer behaviour. Male buyers typically shop less frequently in-store than female customers, however they are more likely to buy in bulk — which is profitably appealing. So how do you make male customers shop in-store regularly?

High Street brands are paving the way by opening stores solely dedicated to male shoppers. New Look recently announced plans to open five standalone menswear stores as a “strategic priority” to “fully showcase the enhanced quality” of their product ranges, as reported in The Guardian. However, is selling just clothing enough to keep male buyers in-store?

Commercial Steet offers its own Grooming Room, an Everbean coffee shop, bicycle & homewares department.

Brands such as Ted Baker have acknowledged that in order to make the prospects of shopping in-store more appealing to all genders, they must offer a multi-catering, personal and sociable customer experience. This is achieved by providing additional lifestyle services such as grooming rooms and nail bars to encourage customer dwell time in-store.

FormRoom worked with the Ted team on their Mortimer Street Grooming Room and Commercial Street Store. Both of these showcase how brands and retailers are meeting the needs of the modern customer by providing multiple services.

Multi-service and personal experience

This desire for an efficient in-store service is all gender inclusive and imperative to the success of a unified omnichannel approach – which is a necessity for brand sustainability.

To attract and encourage the male customer to stay in-store, brands must continue to cater to the all gender inclusive desire for an efficient, multi-service and personal experience.

Adam Blennerhassett BY: Adam Blennerhassett 16.12.2018

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