We got male: a fresh force in retail

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This was published 11 years ago

We got male: a fresh force in retail

By Luke Malone

MORE stores are targeting the male shopper. Latest retail trade figures show a 0.5 per cent increase in sales. This improved consumer confidence is due, in part, to interest rate cuts and recent government handouts, and fashion retailers say it has led to a surprise profit surge in menswear.

The most noticeable spike is among men over 25, who are spending more on luxury brands.

Boxing clever ... the gender shopping bias is being rebalanced.

Boxing clever ... the gender shopping bias is being rebalanced.Credit: Justin McManus

Australian National Retailers Association chief executive Margy Osmond attributes it to a recovery after years of feeling the pinch.

"Perhaps men have been making do with one less suit a year, and this year, with the prospect of extra money in their bank accounts after the federal budget, they're heading out to buy more suits, ties and shirts," she said, adding that 18-to-24-year-olds are still contributing to the increase.

An advertisement reads: "The younger generation are often still living at home, not facing rising utility bills or mortgage payments and while the economy is background noise, they still have a safe environment for spending."

Indeed, while the cliche is one of partners and mothers doing all of the hard yakka when it comes to shopping for a man's wardrobe, the chief executive of retail marketing specialist IdeaWorks, Jon Bird, says the reality has started to shift. Men are becoming equally enthusiastic when it comes to hitting the stores in search of style, he says, but they still need a bit of help once they get there.

"Things have definitely changed," Bird says. "Generation X and Y males are far more concerned about their appearance than their dads and grandfathers, are prepared to spend more to look good, and tend to shop for themselves more than previous generations.

"They are more enthusiastic today, but they also need more guidance and inspiration than their female counterparts. Men respond well to clear navigation in retail stores, and merchandising by stories – a look or an outfit put together – so shoppers can see exactly what goes with what."

As a result, more major retailers are catering for the men's market. The big international chains lead the way with approaches that have been tried and tested in the US and European markets, including Spain-based clothing and accessories giant Zara, which opened its stores in Sydney and Melbourne last year.

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"Co-ordinating collections is key to making the customer shopping experience easier, and it is one of Zara's main focus areas," reads a company statement.

"The display of a single trend's full range of merchandise is enhanced using mannequins dressed in complete looks. Mannequins provide inspiration for how customers may best wear and accessorise each trend."

Research suggests gender-specific marketing is key to increased sales. Studies indicate men shop with an item in mind and prefer to get in and out quickly, while women are more likely to spend time browsing. "Men are more mission shoppers than women – although even this is changing," says Bird.

"It's part of our evolutionary hard-wiring. Men are the hunter-gatherers, who want to find what they're looking for, make a purchase and exit. For women, shopping is much more of a social activity."

Retailers are constantly looking for ways to make shopping more appealing to men. Beyond providing merchandising "stories" by putting complete looks on mannequins, they are also investing more in their online store components, including faster delivery times and better return policies, to make it easier for guys who want a more streamlined experience.

"Women like to shop and men just want to find the item they are looking for. They are not interested in spending too much time looking, they become bored very quickly if the item they are looking for is not available whereas women are happy to look for alternatives," said head stylist at Eye For a Guy Janelle Jefferies. "By using an online service men can leisurely look through the stock from their office desk or in the comfort of their own home with their partner. They can then try on the items without stepping out the door. This would be very appealing to the time-poor man, or simply a man who doesn't particularly enjoy hitting the shops."

All in all, it spells victory for the style-conscious Australian male. With the steady increase in both online and in-store sales, local and international vendors are shifting focus to capitalise on the interest, which leads to more competition-based choice for the individual.

"Global retailers are finding strong demand for their products with Aussie guys," adds Bird.

"It has introduced a new level of competition and sophistication to the apparel landscape for men. The traditional bias towards women's fashion is being rebalanced."

with AAP

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