Perhaps you’re thinking about opening up a men’s clothes shop. Or maybe you already run a shop and you want to grow your business, and your profits. Whichever it is, you’re going to need to understand a bit about the way men shop. Whether men and women shop differently is a controversial subject, but there are certainly a few differences (as well as similarities) that it’s worth thinking about when you work in fashion retail.
1. Men don’t browse
As a rule, I try to avoid stereotyping as much as possible, but according to those who study these things, it is apparently true that on the whole, men don’t browse as much as women when they shop for fashion. They like to get into a store, find what they need, and get out as quickly as possible. Again, I’m stereotyping I know, but we women tend to go from shop to shop checking out new looks and then invariably coming back to the first one we visited to make a purchase, while men go to a shop to buy a very specific item, and then buy it.
You, therefore, need to be savvy about how you display your stock to allow your customer to see as quickly as possible what you have on offer because most men won’t rummage to find what they’re looking for; it has to be right there and easy to find. According to one study, in the Wall Street Journal, the worst outcome for male shoppers is leaving the store empty-handed. Bear this in mind when designing the layout and display of your store. And when working out whether to approach your customers to ask if they need any help.
2. Display your merchandise to attract the most customers
A male mannequin needs to be styled to appeal to as many shoppers as possible, not just one or two of the more adventurous male shoppers. Therefore, pick the clothes that you choose to display, very carefully. Prepare for some trial and error with this. When you have styled the mannequin and the shoppers start coming in, pay attention to the way they interact with the mannequin. If they look at it or stop and think about the clothes, then you have done a good job. If there is no interaction at all, not even eye-catching moments, then I’m afraid you may have to go back to the drawing board.
3. Make sure the clothes look good on display
Choosing the right style of clothes is important but make sure that the clothes you do display fit well if displayed on a mannequin, and are properly ironed. In a men’s clothes shop, clothes that are stacked should always be displayed neatly and folded attractively. Although this applies to clothes, whether they are for men or for women, your customer in a men’s clothing store will particularly appreciate the speed and ease with which this will allow him to see what is on display.
4. Don’t forget about accessories
Your job as a retailer is to make your store and the products you sell as attractive to your customers as possible. You don’t want your shopper to be in and out of your store too quickly; you want them to linger. Something which happens to run counter to the way many men like to shop. One way of encouraging your customers to spend longer in store is with accessories. In defiance of stereotypes, men actually spend almost as much on accessorizing as women do. Therefore, stocking your store with the belts, shoes, wallets, hats, scarves and bags that he is likely to want, is one way to give your customer want he wants and keep him coming back.
5. Know your customer
Lastly, but perhaps most importantly, know your customer. Although we have drawn on some sex-stereotypes and differences in this discussion, it’s important to remember that every customer who enters your men’s clothes shop is an individual. Understanding your customers through comprehensive market research is vital if you are to appeal to enough clientele to allow you to gain a loyal following.
Understand what habits your customers have when it comes to shopping; what drives them; and what kinds of lifestyles and spending habits they have. What social media do they use and what kind of spending bracket do they fall into? All these things will allow you to know your customer and tailor the shopping experience to them. And ultimately, will allow your store to go from success to success.
Thanks for stopping by today, I hope you’ve enjoyed this post.