Branding the Man

by Bertrand Pellegrin

The design and branding of a man’s store ought to make men want to go shopping. Branding the Man offers retailers, buyers, and marketers strategic solutions to revolutionize men’s retail using relatively simple conceptual strategies. Author Bertrand Pellegrin applies his years as a retail strategist to help retailers understand classic men’s environments—those where men are most naturally inclined to spend time—and leverage the opportunities that arise from these “comfort zones” to engage and sell to the male customer.

Branding the Man immerses the reader in a discussion of men's retail environments spanning every level: store design, buying/sourcing, merchandising, marketing and advertising, and promotion. You'll find practical ideas and concepts that have applications across a wide spectrum of products from consumer electronics, fashion, and automobiles, to everyday commodities and consumer goods.

A provocative look at what makes a guy buy and concrete solutions to help retailers attract this elusive market.

(224 pp., hardcover, ISBN 978-1-58115-663-8; August 2009)