Branding The Man Cl

Men are purchasing more clothes, shoes, health & beauty products, and personal care services than ever before. Yet the world of male fashion retail has been slow to take advantage of this shift in attitude. Branding the Man offers innovative and practical advice, and strategic solutions that will revolutionize men's retail. It shows those involved in men's retail how to understand classic men's environments - ones where men are more naturally inclined to spend time - and create opportunities within these comfort zones to engage and sell to male customers. Covering every aspect of male fashion retail - including store design, buying and sourcing product, merchandising, marketing, advertising, and promotion - this brilliant volume offers a blueprint for making men the next "fashion frontier."

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.