I have been so immersed in women's fashion lately, that I almost forgot my deep menswear roots...well last week I had a back to reality check!!! I produced and managed SPURR's sample sale. The sale reinforced that men are simply the bane of my fashion marketer existence...not only do they hate to shop, but even the one's that display and love and knack for it still pain over every purchase decision. It doesn't matter if the prices are oh so low or if it looks great on them; the propensity to spend their money on anything other than fashion wins out almost every time. Women's sales are utter chaos...we don't care if we already have twenty of the same exact item in our closets, the idea that we can shop guilt free (less money spent) is enough rationale to just BUY!!! Not the boys...even the purchase a $35 tie turns into a life altering choice.
The other little male shopping idiosyncrasy that I was reminded of is how men obsess over every little imperfection. They are more body conscious and self-conscious than we are...I know this seems hard to believe but it is true. God forbid if the sleeve is a little too long or if there is just a little too much room through the waist...I mean come on guys, you are getting a $3,000 suit for $700...pay for the ever so slight alteration. If I were a man, I would have bought six shirts at $75 a pop and completed my Spring wardrobe, or how about a few pairs of perfectly tailored pants to round work casual looks?
I have been trying to solve the age old problem of how you motivate a man to shop and have yet to succeed. Hot chicks...momentary effect; booze...always game for a cocktail, but just loosens them up to pick up the hot chicks, not buy!!! OK, guys, I am not really being fair, you know I don't think you are as shallow as this...I just want to know how to get you to part with you hard earned cash. We (women) really want you to look good...we want you to look sexy; isn't that enough motivation?
Well, regardless with how impossible you are when it comes to buying clothes, I still am madly in love with the menswear business, which ultimately is the moral of this story. I love a good challenge and will continue to TRY to figure you out...figure out how to engage you and of course figure out how to get you to buy!!! More menswear events are coming your way!!!