Personal Shopping for Men
British department store Selfridges has launched the UK’s first personal shopping service for men. The move is in response to significant growth in the luxury menswear market, which has risen by 18% in the past five years in the UK alone, according to 2014 research by global market research firm Mintel.
“Our menswear business has expanded at a rate which we could never have predicted a few years ago,” said Joe Ottoway, one of London’s leading menswear stylists. Together with three other multilingual stylists, Ottoway will assist Selfridges’ male clientele with styling and grooming advice.
Designed by London-based architect Alexander Cochrane, the sleek, 1,200 sq ft salon features three private suites and a lobby where shoppers can relax with a complimentary drink, browse through a curated selection of books and magazines and socialise. This members-club-style strategy is designed to make male consumers feel in control and in the know – both extremely useful tools in targeting modern male shoppers.
For more on this and other tactics devised to nurture the male shopper’s mindset (including Affirmation Seduction and Disguising Commerce as Content), see Selling Style, part of our New Masculinity Industry Trend.
As yet, Selfridges’ personal shopping service is strictly affluents only. While it is technically complimentary, there is a minimum spend of £2,000 attached.
In a similar vein, US fashion retailer Nordstrom is rumoured to have shown interest in acquiring US-based online men’s personal shopping service Trunk Club and translating it into a bricks-and-mortar presence at its stores – affirming the growing appetite for male-focused physical shopping destinations. For more on Trunk Club, see the Trunk Club: E-Tailing Gets Personal section in Menswear Online.
For more examples of strategies aimed at engaging modern men, see also Experimentation & Co-Creation, How to Sell to Modern Men, Male Groom Boom and Bonobos’ Shop & Share Concept. For a comprehensive analysis of the latest menswear collections, see Menswear Catwalk Influences S/S 15.