The Secret Of Winning Men's Clothing Sales

"Although men shop less frequently and spend less time in shopping malls, the advantage of men is that they are real buyers," Cynthia Cohen, Strategic Mindshare.

Mick and his girlfriend, Rose, went shopping together for the first time, when he needed one. dress shirt To cope with a dinner in the evening, half an hour later, he found the shirt he wanted and bought it and then he planned to go home.

"It was a great surprise to me," recalls Rose. "I mean, do we just go to the mall to see the shirts he wants to buy? I want to go shopping for a couple of hours."

"It's just a purchase." clothing Just, "Mick is puzzled." it is not time consuming to build a rocket.

This sounds like another classic plot of a man from Mars and a woman from Venus, but this is the golden rule of universal weather. The survey showed that 54% of the women liked or loved shopping, while men held reservations: most men 50% said they went shopping only to buy what they really needed and then left the store; 16% said they didn't mind shopping; the other 16% said they liked shopping; and less than 8% of men liked shopping.

Young men are more likely to enjoy the fun of shopping. Among the respondents, men aged 16-24 years old, 12% said they loved shopping, 23% liked shopping, 22% did not mind, 37% went shopping only to buy what they really needed. The proportion of shopping preferences decreased steadily with age, while wealth gradually increased. Of the male respondents aged 25-34, 48% went to the mall to buy what they really needed, and the proportion increased to 59% in 35-70 years. Of the men earning more than $75000 dollars, 51% went to the mall to buy the goods they needed and then left. Although these data make people feel gloomy, there is no need to worry about it.

"Although men are less frequent shopping and spend less time in shopping malls, the advantage of men is that they are real buyers," says Cynthia Cohen, President of strategic thinking sharing company, a retail consultant at Mar EMI. "Men's shopping tendency is clear. When they enter a store, they usually say," I want a new shirt. " However, female shoppers will browse the new items in the store to confirm which products are promoting sales, and they do not plan ahead.

The data show that men spend an average of 71 minutes buying clothing in the mall, while the average time for women to buy clothes is 140 minutes.

The increase in residence time of men in the store means sales increase, so what method can be used to achieve this? The important point is to reduce the display of daily necessities, add more novelty products or engage in promotional activities to attract male consumers in the sight of men.

　　 Gottschalk 's In the 6 western states, there are 63 department stores and 10 specialty stores, which are set up to monopolizes men's products.

"A few years ago, on the eve of father's day, we entered a lot of motorcycles," said Gottschalk s regional manager of Oregon. "Another year, we organized a classic car driving a local car club to have a barbecue in the open air. This type of activity attracts a large number of male consumers.

Beecroft & Bull, which owns four stores in Virginia, uses food and drinks to attract high-end customers to attract new customers through a series of exhibitions. At present, Virginia's beach is widely used in parallel and effective way is: store in the store rich, double single seat bar.

"People are very impressed and deeply attracted," said Bryan Beecroft, partner and general manager of Beecroft & Bull.

In all the Beecroft shops, there is a fridge with plenty of storage. There are all kinds of drinks -- tequila, Scotland wine, rum and vodka. There are also beer, red wine and drinks. All the drinks are served in iced glass.

"In most cases, they will drink some soda water or have some snacks," Beecroft said. "But on Saturday afternoon, many customers will come with their wives. Ladies will ask for some red wine, and then help men pick clothes and make purchase decisions. Their role should not be underestimated. If the wife says, "you look great in this dress," then the deal will be settled. That's why we need to attract both men and women at the same time.

This is a trick. Because the survey reveals that 64% of men (47% women) prefer to spend time on other things than spend on clothes. For household appliances, 42% of men prefer to buy such products. Of course, we can't just rely on these electronic screens to survive. Another product that men like to buy is groceries. And only 16% of them choose clothes.

In the Lisa Kline Men store, which has four franchised chains in Losangeles, men can buy many clothes that are of interest, such as the $95 Morphine Morphine Generation T-shirt and the Salvage Cotton Hooded suit of $200 dollars.

"There is a bar with plenty of wine in our shop," said manager Brad Collin. "Two televisions: one is mainly playing sports programs and card games on the bar, the other is a sofa for customers to rest and read, and there are entertainment magazines from GQ, Playboy to the US weekend."

Customers who come shopping with their children will also find wall TV game stations for children to play with. On the chair of the fitting room is equipped with a SONY palm PSP, "so that children can do things when they enter the shop, so parents can choose their clothes wholeheartedly," Collin said.

Of course, men should not focus their attention on others. Lisa Kline is very good at using the role of models. Collin, a store manager herself, is also a model. "I wear Lisa Kline products from head to toe, so if someone says," Hello, I like the shirt you wear, "I will run away from the shelf to take out the shirt. Successful trade!

When asked about the source of clothing buying ideas, respondents said that the impact of store display on them was very important, far more than what they had and liked. Beecroft said he would hire 23 models in every store.

"Our products display clearly and vividly, attracting both customers and at the same time. And our store display lets customers know the dress effects of all costumes, "Beecroft said. "For consumers, clothing in shops is just a combination of colors and lines. What they need most is how to match them to make them look more attractive."

Cohen thinks that changing shop displays is essential -- of course not to attract men with a low frequency of shopping, but to enjoy shopping with them. Rich store shelves display is the main way to attract attention, but the display of shop windows also lures people to stop and wait and go into stores or shopping malls.

Beecroft agrees with this marketing strategy. "The longer customers visit in stores, the better for businesses."