I am sharing with you the results of a marketing study I conducted among 2,500 active male shoppers in men's clothing stores where I work as a marketing official and consultant in men's clothing.
Generally, a men's clothing store has 3 active buyer groups.s
1. Men who buy clothes for themselves (those who value quality)
2. Women who buy gifts for men (husband, parent, brother, friend) (those who value quality)
3. Men and women who buy gifts for other men of the third degree (coworker, distant acquaintance, etc.) (those who value image over quality)
We've come to the issue that will make store owners difficult and men a little sad:
If we take all three categories together, 65% of those who decide on men's clothing are women.
Thus, men, although not always directly, at least indirectly, trust men's clothing brands that are favored by women more.
The reason is actually not difficult. Today, in our country, women (recently this ratio has started to change for men) are more careful, well-groomed and more researched about clothing than men. The simplest example is that if you look at the product review section of any men's and women's clothing store, you can see this from the level of activity.
So what should we do? What are the demands of these 3 groups?
Customer group 1: Men who buy clothes for themselves
This category of customers is the hardest to keep loyal. They are unlikely to return to your store if you can't convince them once they enter. You should treat them as consultants, not salespeople. They are frustrated by salespeople who constantly push them to be the product.
These customers spend more time in “mall stores” (shopping centers) than in street stores. Because they can freely walk there and freely check out the clothes they want. When a salesperson approaches, these people immediately go into a defensive block saying “he wants to sell to me,” even if they buy any product from you, they do not come back to the store and do not refer you to anyone.
Don't greet these customers at the entrance of the store. Let them walk in. Let them walk around freely and just answer their questions. The more professional you are with them about clothing, the more they will become your friends. Research your niche well and become their clothing consultant. Then they will recommend you to all their friends.
Customer group 2: Women buying gifts for men (husband, parent, brother, friend)
This category of customers is more difficult to sell to. They care more about the quality of the product than the person who will buy it. Their second characteristic is that they want a bigger discount on a better quality product. It is easier to cross-sell to customers in this category than to group 1. Be as honest with them about the quality as possible and never ask the question “How much do you want” (I generally hate this question).
These customers are usually those who know the sector very well. Do your research on these customers the most. Pay attention to their feedback. Find out why they chose which brand. By the way, the customers who give the most references are also gathered in this group.
Customer group 3: Tertiary, men and women who buy gifts for other men (coworkers, distant acquaintances, etc.)
These customers care more about image than quality. This is the easiest group to sell to compared to the above groups. One of the most important details in this group is packaging. The product may not be branded, but it should be seen as “branded” when presented to the owner. It is also easy to sell gift cards to this group. In general, gift cards are a 1+1 win. By buying a card from you, one person makes another person your customer. In 45% of cases, the person who comes with a gift card spends additional money on the card.
7 general tips for men's clothing stores
After a brief introduction to all 3 groups, here are some general tips I can give:
- To gain women's trust, create a separate post and advertise it with long-term targeting to women.
- Never allow your vendors to gather at the entrance.
- Don't keep your store door closed if your segment is not the upper segment.
- Pay special attention to the lighting of the store. This is one of the most important marketing nuances in the clothing sector. The store should be maximally illuminated.
- Give gift cards. You can start this business by creating a simple excel spreadsheet and spending 200 Azn for the initial process. It shouldn't seem expensive to you.
- Packaging is a factor that directly influences a customer's decision. Over 80% of customers prefer drawstring packages over sundress packages, and drawstring packages add value to their gifts for them.
- Train your employees. Train them to be clothing consultants. There are more important questions to ask a customer.
Last word
Research and writing are relevant to a large portion of the men's clothing stores currently operating. Naturally, there are brands with different customer bases and product categories that operate under different rules.
To do this, it is necessary to conduct research both within the store and with customers and make decisions based on the results.
In any case, the main focus will be on your sales staff in the store. There are some things you should definitely pay attention to when choosing them. I will write more about this in my next posts.
Reminder: Employee experience may not always be good experience
“Packaging is a factor that directly influences a customer's decision. Over 80% of customers prefer drawstring packages over sundress packages, and drawstring packages add value to their gifts for them.”
Baylar Alizade
📞 +994(70)9941804
📩 info@360marketinginq.az
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