INSIDE OUTERWEAR PART TWO: A FEW IDEAS

by Karen Alberg Grossman Jan 24, 2023

If you haven’t already gotten your copy of MR Magazine’s January 2023 issue, never fear! We’ll be posting every article right here on MR-mag.com over the next week or so. You’ll also be able to pick up a copy at most of the menswear trade shows coming up in January, but be sure that we have your name on our mailing list for future issues by completing the form at the link here.

1. Push the Topcoat! It’s an item few men have in their closets, and one that perfectly enhances the more polished feeling of fall ’23 men’s fashion. Bring it in early, put it in store windows, and let customers know you believe in it. (Image, above: Jordan Addesi, Soul Artist Management, for Peerless.)

 

Show-stopping by Herno.

2. Her Turn… Try bringing in (early in the season) a tightly edited assortment
of fashion-forward women’s coats from one of your favorite menswear brands. Several menswear merchants who don’t otherwise carry women’s fashion have done well with shop-in-shops of unique women’s outerwear. Retailer Jody Morneault, who does carry women’s in her store, recently created much buzz with female customers modeling fashion coats on the city streets of Hartford.

3. Make it Fun! Clearly, events ignite purchasing. We love what David Kositchek has done for the past 11 years: an in-store ‘Dapper Dads’ fashion show, with clothing modeled by customers and proceeds going to women’s health at a local hospital.

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Ken Giddon from Rothman’s New York, after several of his customers all fell in love with the same LBM jacket with leather insert, inadvertently turned it into a Who Wore It Best contest. Why not purposely plan a Who Wore It Best event? Have customers try on fashion-forward coats, take and post photos, and gather votes on social media. (So who wore it best?)