GUEST EDIT: LIVE BROADCASTS ARE HAPPENING. DON’T MISS OUT!

I remember the moment in 2019: I was on the beach and heard people shouting, “It’s Alexa time!” I was confused: do people bring their Alexas to the beach? I soon realized that the beach crowd was tuning into a LIVE sales presentation “by Alexa Rae,” a new boutique offering curated fashion direct to consumers on Facebook. In less than four years, this company now boasts 200 employees!

Many retailers are now trying to add LIVE broadcasts to their web presence. As I did further research, I learned that by 2026, LIVE selling should reach $67.8 billion, with a projected growth spurt of 70% during 2024. What’s more, 79% of consumers are now using mobile phones for purchases; 70% prefer to watch a video than read product information.

This accelerated evolution is impacting the ecommerce space, changing the way products are sold. It’s a way for retailers (and brands) to personally connect with their customers and showcase new arrivals, promotions, how garments fit, and fabulous finds from trade shows and market trips. This type of LIVE experience is especially attractive to younger consumers, providing a great way for retailers to capture their own piece of the future.

So why are so few menswear stores jumping on this bandwagon? You can be sure that men would appreciate a focused and personal way to shop as much as women do. If you worry about handling this project on your own, how about working with your town’s Chamber of Commerce, e.g. LIVE from Cedar Lane in Teaneck, LIVE from Bedford Street in Stamford… Hire local talent to host videos, and curate the merchandise mix. Include local restaurants and bars for LIVE cocktail events. Build new careers, increase foot traffic, make extra money, and have fun in the process. Why not?

Sharon Hausner is a 40-year veteran of the menswear business, with much passion for men’s fashion. She can be reached at shausner54@gmail.com.

Photo, above, by Kampus Production.