by Stephen Garner

On Thursday December 6, menswear brand Fisher + Baker hosted over 80 female shoppers at its Minneapolis studio for a “Sip and Shop” event. The event was the brand’s first initiative that focused on female consumers to help drive its menswear sales.

“Women are powerful consumers and are influential in the brand and style decisions of the men in their lives,” said Mike Arbeiter, president and CEO of Fisher + Baker. “By targeting female consumers as part of our brand engagement strategy, we are building awareness with a community that has a strong influence on men’s wardrobes.”

At the event shoppers perused the brand’s line of outerwear, sweaters, and shirts while enjoying wine and cheese. The brand was also joined by professional ice hockey player Jason Zucker, of the Minnesota Wild, and his wife Carly.

Fisher + Baker partnered with the Zuckers on their #Give16 campaign, which helped raise funds to build the Zucker Family Suite and Broadcast Studio at the University of Minnesota Masonic Children’s Hospital. The nearly 800-square-foot space is designed for patients, families and friends to feel like they are escaping the hospital. Fisher + Baker donated $2,500 to the #Give16 campaign from its “Sip and Shop” event.

“It was fantastic to have Carly join us for the evening,” added Arbeiter. “Her and Jason’s vision for the Zucker Family Suite and Broadcast Studio is truly inspiring.”

The Zucker Family Suite and Broadcast Studio will be home to the hospital’s state-of-the-art broadcast station, where children will be able to produce and host their own shows. The dual-purpose space will also feature a fully-outfitted theater designed for children and families to experience being at a professional hockey game and host special appearances by players throughout the season.