WHAT DO YOU THINK WE NEED TO DO TO JUMP START THE MEN’S CLOTHING BUSINESS?
Q: The product at the fall menswear shows looked good, but there was nothing new. What do you think we need to do to jump start the men’s clothing business?
Steve Pruitt: Yes, you’re correct, the new seasonal goods do look beautiful, but there are no new trends to latch onto. But, don’t fear because this will not last forever. We will see a change in fashion. Of course, the question is when?
What I can assure you is that the merchants who spend the most time searching for new fashion will be the first to find it. This is why we are called buyers.
Let me paint a picture. You plan your trip to New York or perhaps Chicago, you book the flight, and the surprisingly expensive hotel. Then, you fill the time mostly with appointments and if there are a few extra minutes you wander the shows trying to uncover the new golden nuggets. Does this sound familiar? Because this is the story I always hear when I ask the question, “How do you plan your buying trip?”
I believe this is a lost opportunity. I would recommend a change in how you approach your buying. Schedule more time at the show, perhaps two full days just for wandering, and then add another day or two for shopping stores. When you’re shopping the stores keep your eyes on the customers. How are they responding to the product, and more importantly, the presentation?
Remember, most customers are looking for the experience, not the clothes. Choose to visit stores you aspire to be. Look at them often and see how they evolve. Many times the best stores are small stores, not the monsters. These bright little guys are where you will find the new opportunities. Try this different approach and let me know how you do.
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Take risks! Add color, patterns and texture to your assortments. Look at product from a woman’s point of view; buy “pretty”! Women buy the majority of men’s clothes and are the ones who have to look at what their man wears. They want to see their man in “pretty” shirts, sweaters, suits, sportcoats, etc. Take a hint and please the ladies, as men will wear what their women want or tell them to wear.
BRAVO STEVE !!!!! THATS WHAT IT IS ALL ABOUT, FINDING NEW PRODUCT ,NEW COLORS , NEW RESOURCES , EXPLORE EXPLORE EXPLORE BECOME A FRIEND TO SOCIAL MEDIA !!!!! WHEN ON BUYING TRIP VISIT OTHER STORES SEE WHAT THEY ARE UP TOO !!!
Best new customer is a 28 year old ready to leave his youth and step up into manhood.
Yes 28 is what when I was a young man would have read a 21year old.
But that is the point. Who is the menswear industries best new customer. The guy who
is ready to change his wardrobe, or better stated , learn the meaning of wardrobe. Who just
left a six year recession from his parents basement. He is ready, but do you know him?
Disposable income, a new job, or the job interview. Affordable, and stylish, during work and
after work. The industry should spend time with the Millennials in their social world. Observe
observe, observe. Observe as you travel. Which most in this industry do.
Nuance, is it a web beltwith D-rings , or a web belt with military buckle? Or the morph of Dads web surcingle belt to sons view of the same belt. Take some time each week to observe the next generation.
Jeff K
Steve, You are right on the money with your comment.
If you want to do more business you need to find new items,colors and quality.
When spending money to go to trade shows you must keep an open to look attitude.
Need to shop other vendors to get some new idea.
Change is what will help you get the customer to buy.
I believe that if you look you will find.