Branded Male: Marketing to Men by Mark Tungate

By Mark Tungate

Branded Male discusses the evolution of the male purchaser and the efforts of sellers to faucet into the underdeveloped male marketplace. utilizing a customary sleek male's weekday as a template, the publication considers all of the possibilities for advertising and marketing to him and the easiest how you can take advantage of those possibilities. via this template, Branded Male examines male-centered branding in parts as diversified as vehicles, eating places, expertise, style & grooming, bars, gyms and books. Tungate additionally lines the evolution of the male buyer over the process the previous years, offering perception into how advertising and marketing specialists have effectively unique males.

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FEAR AND CLOTHING The mainstream male is almost as averse to shopping for clothes as he is to buying skincare products. According to researcher Mintel, almost three quarters of women (73 per cent) enjoy shopping for clothes compared with 50 per cent of men. ‘Consumer research conducted by Mintel over the years has continuously identified that many men are uninterested in fashion and shopping,’ it reports. ) Although spend on menswear is growing, it is falling as a share of overall fashion sales.

While Axe had successfully played since its 1983 launch on the idea of ‘The Axe Effect’ – a scent that makes its wearer irresistible to women – it had problems expanding into the shower gel market, because users felt that any potential effect was literally Skin 29 washed down the drain. Brand owner Unilever and its advertising agency Bartle Bogle Hegarty tackled this challenge by re-booting the functionality factor. Its marketing strategy suggested that seduction was not just about dousing one’s body in scent, but required an entire preparatory process – similar to the way that athletes get in shape for major events.

Then in the autumn of 2006 The New York Public Library was the setting for a show called A Rakish History of Men’s Wear. Both exhibitions agreed that sartorial negligence is a fairly recent phenomenon: for many hundreds of years, men cared very much about the way they dressed. Paula A. Baxter, the curator of the New York exhibition, observes that man initially dressed to indicate his place in society. Garments signified wealth, rank or responsibility. Such was the importance of clothing that dress codes were regulated by sumptuary laws at various points in history.

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