HOW TO GROW YOUR MENSWEAR BUSINESS IN A CHANGING RETAIL LANDSCAPE

The menswear industry is evolving. While sales volume is up, many retailers are facing a common challenge: foot traffic is down. With shifting shopping habits, competition from online brands, and changing consumer expectations, how can brick-and-mortar retailers grow their menswear business in today’s retail landscape?

The answer isn’t just about getting more people through the door – it’s about making each customer visit more valuable and leveraging digital tools to strengthen in-store and online sales. Here’s how:

1. Create an In-Store Experience That Draws Men In

Men tend to shop with purpose. They often know what they need and want to get in and out quickly. But that doesn’t mean they don’t appreciate an engaging retail experience, especially when it adds value.

How to make your store a destination:

• Offer personal styling services. Men may not often browse aimlessly, but they do appreciate expert guidance. Bookable styling appointments or in-store consultations can elevate the experience and encourage higher spending.
• Host exclusive in-store events. Trunk shows, whiskey tastings, or collaborations with local barbershops and salons create reasons for customers to visit beyond just shopping.
• Merchandise with convenience in mind. Curate outfit pairings and “capsule wardrobes” that make shopping effortless. For example, a “workwear refresh” display can include a blazer, trousers, and versatile button-downs styled together.

Retailers like Todd Snyder have successfully blended retail with lifestyle experiences, making their stores feel like exclusive clubs rather than just shopping destinations. Independent menswear retailers can do the same.

2. Build a Seamless Online-to-Offline Experience

Even if store traffic is down, customers are still shopping, it’s just happening online first. Many men research their purchases before stepping into a store, so your digital presence should make it easy for them to transition from browsing to buying.

Key strategies to connect online and in-store sales:

• Show in-store availability online. Let customers check if an item is in stock before visiting.
• Offer in-store pickup. Buy Online, Pick Up In-Store (BOPIS) is growing across all retail sectors and drives foot traffic.
• Use digital appointment booking. Whether for a fitting, styling session, or custom tailoring, letting customers schedule in advance increases in-store engagement.

Nordstrom’s menswear business thrives by offering real-time inventory updates, easy online booking for tailoring, and seamless pickup options. Independent retailers can mirror Nordstrom’s efforts.

3. Elevate Customer Retention Through Loyalty and Personalization

With fewer walk-ins, making the most of existing customers is crucial. A well-executed loyalty or VIP program can encourage repeat visits and strengthen relationships.

Ways to keep customers engaged:

• Personalized outreach. Send tailored recommendations or reminders when it’s time for a wardrobe update, whether it’s for seasonal shifts or special occasions.
• Exclusive access. VIP customers should get early access to sales, special discounts, or first dibs on limited-edition pieces.
• Loyalty perks beyond discounts. Consider offering free alterations, priority access to tailoring services, or invites to special events for repeat shoppers.

Brands like Suitsupply and Indochino excel at customer retention by keeping communication personal and offering added value beyond discounts.

4. Rethink Your Marketing for the Modern Menswear Shopper

Traditional advertising is less effective with today’s shoppers, but digital and influencer-driven marketing is more powerful than ever. Your menswear business needs to be visible where customers are already spending their time.

Smart marketing strategies for menswear retailers:

• Leverage local influencers. Partner with well-dressed professionals, barbers, or fitness trainers in your city who have a strong local following.
• Invest in high-quality content. Well-shot outfit inspiration, behind-the-scenes tailoring videos, or style guides on social media can drive engagement and conversions.
• Targeted digital ads. Instead of broad promotions, run ads specifically for past customers or men who have searched for similar products online.

Companies like Huckberry have built their menswear business on content-driven marketing, seamlessly blending storytelling and e-commerce. Your store can do the same.

5. Offer More Than Just Clothes: Sell a Lifestyle

Men’s fashion is about more than just apparel: it’s about confidence, personal branding, and lifestyle. The most successful menswear retailers position themselves as more than just a store, but as a trusted style resource.

How to expand your brand beyond just selling clothing:

• Provide style education. Blog posts, email newsletters, and social content that teach men how to dress well increase brand authority and keep customers engaged.
• Expand into complementary products. High-end grooming products, leather accessories, or even home goods can enhance your brand’s identity and boost sales.
• Build a community. Whether through an in-store club, an online forum, or VIP events, fostering a sense of belonging encourages repeat business.

Brands like The Armoury and Sid Mashburn succeed by offering a full lifestyle perspective, making customers feel like they’re part of a refined menswear community.

Final Thoughts

Growing a menswear business in today’s retail climate requires more than just great products. By creating an engaging in-store experience, seamlessly integrating online and offline sales, and using smart marketing to connect with modern shoppers, retailers can drive sales despite lower foot traffic.

The key is to make shopping easy, enjoyable, and valuable for the customer, because when a man finds a store that truly understands his style, he becomes a customer for life.

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About the Author – Eric S. Youngstrom is Founder and CEO of Austin-based Onramp Funds, an innovative funding provider that supports the growth of eCommerce businesses. Eric leads a team steeped in eCommerce, providing financing and other resources to empower online merchants to scale their businesses and achieve their dreams.