BERTRAND PELLEGRIN: Branding the Man

Men are purchasing more clothes, shoes, health and beauty products, and personal care services than ever before. To better attract this new wave of interested consumers, products in the U.S. must be merchandised and sold in a completely different manner. 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 via some relatively simple conceptual strategies. Bertrand Pellegrin utilizes his years as a retail strategist to help retailers understand classic men’s environments ones where men are most naturally inclined to spend time and leverage the opportunities which arise from these comfort zones to engage and sell to the male customer.