Pierce Mattie Public Relations New York

Questions 1. What is the cultural shift that’s made men change how they dress? 

·        Doors opened by gay culture

·        Renewed interest in “classic” culture and style

·        Increased competition in the workplace

·        Dressing well gains growing acceptance thanks to respected peers 

2. Is it a myth that men don’t like to shop? 

It is a myth. Yes plenty are still grab-and-go, but once they find a store (whether bricks/mortar or online) that is comfortable, they’re more likely to shop. GenY stats prove otherwise. 

3. You used some unique case studies to explore environments where men feel comfortable: a gym, a sports bar, a strip club, and an electronics store. What insight do you think these places reveal about men? 

Each feature distinct characteristics that allow men to interact with their environment, and they simultaneously reinforce that they are men.  

4. Does this mean the men's store is getting it all wrong? How are they missing the mark? 

Stores are not completely “wrong” in what they are doing. More, it’s that they haven’t calibrated the experience. Most stores are essentially designed to meet the tastes of the people who work there and who are already highly informed. But the basics in retail design (lighting, color, signage, etc.) are definitely lacking. They often feel more like a supermarket: a place designed essentially for women, not men. 

5. Who is succeeding and why? 

It’s all about value, and I don’t just mean the price. It’s still the value of the experience. We all get tired of hearing about customer service, but you’d think more retailers would step it up a notch. There is still a lot of room in that category. But it’s also bringing products together so that everything’s in arms reach. Plasmas and pants… why not? 

6. You get pretty tough with department stores, but you also believe that there are still opportunities for success. 

I do. I don’t think people have really pushed the envelope with the men’s category in department stores. It really hasn’t changed in about 100 years. Stores open with a bar in the men’s section and they think that’s innovative. There is so much more focus and edit that needs to come into play.  

7. Does an online presence really make a difference in communicating a brand's offer? 

Yes, yes, and yes. Online is huge in reaching a male audience, and believe it or not, guys really do like to buy online --- especially the ones who supposedly hate to shop.

But I haven’t seen many online stores that have really impressed me. In my book I talk about four key goals:

·        Refresh the homepage often and make it easy to navigate

·        Put as many products on one page as possible, and give a hierarchy of product that makes sense

·        Use optimized technology

·        Let them ‘view all’ 

8. Most of us here have a pretty good understanding of the upwardly mobile, urban male customer. What is it that we don't know about the suburban and outer-urban male customer? 

They are not as oblivious as you think, but they shop according to their environment. I think more stores need to localize their buys. They also need a lot more guidance in their shopping.  

9. You make a strong case for retail synergy ---  that the location and adjacencies of stores is critical to the success of the brand. Do you think that will still be true going forward? What examples have you seen? 

We all learned a lot of lessons from brands that lost their mojo. The Disney store. The Sharper Image. Starbucks.  Being everywhere is not a solution, nor is trying to leech a customer from luxury retailers. I’ve been advising some very large scale clients to explore the opportunities in neighborhood retail. Flagships are ultimately very expensive marketing exercises which might work in the A cities, but the B and C cities need a more localized approach.  

10. What is a category you believe has the most growth potential? 

I still think we need to believe in tailored men’s garments and become better experts in that area. Show a man the difference good tailoring can make and he’s sold. A great suit has amazing power to make a man see the value in better clothing. My most recent suit-buying experience was pretty horrific and I went to virtually every major retailer, from high to low.

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