Retail Refugees

There was a very interesting article from Forbes a few days ago about the Men’s retail apparel market staying afloat, and even thriving, despite the down market.  The points that it is making are about bringing something “extra” to the retail experience- it says “Convincing women to shop usually isn’t all that difficult; all a store needs is trendy apparel hanging on the racks. Convincing men to shop, however, requires making them feel like they’re not really shopping in the first place.”

According to Patrick Groenendaal, creative director at Hampshire Group, a sweater manufacturer, the more welcoming the environment and personalized the customer service, the more comfortable men are with shopping for clothes.  Unique amenities such as a wine bar or videogames are the sorts of things that are becoming essential to attracting–and retaining–male shoppers.

Proof of the effectiveness of these tactics can be seen clearly in the numbers-  According to the NPD Group, a retail market research firm, sales in men’s apparel increased 1.6% in July, while women’s sales actually dropped 4.1%.

WIth its workman inspired inventory and emphasis on tradition, quality, and products with heritage, Burg & Schild in Berlin has motorcycles, wood salvaged from former East Germany, and a sponsorship by Jack Daniels.

 This shop features halfpipes and skateboard ramps to encourage skaters and surfers to feel at home.

Cuffs, an upscale tailor and mensshop featuring brands like Hermés, has an extensive wine selection to put customers at ease while browsing. 

The new John Varvatos shop on Bowery in NYC is housed in the former CBGB club and subsequently features a decor as an homage to the great rock and punk bands of the past.