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

Branding the Man: Why Men Are the Next Frontier in Fashion Retail By Bertrand Pellegrin Cover Image

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


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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.

Allworth Press, an imprint of Skyhorse Publishing, publishes a broad range of books on the visual and performing arts, with emphasis on the business of art. Our titles cover subjects such as graphic design, theater, branding, fine art, photography, interior design, writing, acting, film, how to start careers, business and legal forms, business practices, and more. While we don't aspire to publish a New York Times bestseller or a national bestseller, we are deeply committed to quality books that help creative professionals succeed and thrive. We often publish in areas overlooked by other publishers and welcome the author whose expertise can help our audience of readers.
Bertrand Pellegrin is a global retail and brand development consultant specializing in strategic positioning, customer insight, and creative direction for a broad range of projects in experience retail. Previously he was a senior retail strategist with Gensler Worldwide. His extensive experience in Asia includes posts as the Asia-Pacific director of marketing for the luxury department store Lane Crawford (Hong Kong) Ltd. He has also provided his expertise as a brand development consultant for Louis Vuitton (LVMH), Gucci, and Lotte Department Stores in Korea, among others. Mr. Pellegrin is also a veteran of U.S. network television, producing and directing numerous award-winning news, documentary, and entertainment programs for which he has received over fifteen awards including three Emmy Awards for excellence.

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