Brands Are Catering To Male ‘Creatures Of Habit’ As Menswear Surges

With menswear outpacing women’s fashion in sales, more brands are working to crack the quirks of the typical male shopper. “Men are creatures of habit,” said Micky Onvural, CEO of menswear brand Bonobos. “They try a style and they like it, then whether it’s in the same transaction or they come back time and time again, they buy the same thing.” That repetition is one of the reasons Bonobos is so successful, she said. The company, which was acquired by Walmart in 2017, projected $150 million in sales that year, and November’s revenue was up 34% percent from the year prior. Bonobos has a high repeat purchase rate and the average customer lifetime value is also high, said Onvural, though she declined to elaborate. Read more at Glossy.