Branding the man: why men are the next frontier in fashion retail

Suited for Battle: A Boy, a Man, and the Search for the Perfect Suit

December 7, 2011

Courtesy AMC/Lionsgate Television

 

When a man goes into battle, he dons his battle dress. Well, not exactly a dress—a suit.

The classic suit — a pair of tailored trousers with a matching jacket – has been augmented and arranged in a variety of ways but regardless, it always acts as the ultimate modifier of manhood, making a man more than a man.

In AMC’s “Mad Men,” Don Draper is most himself when he is in an impeccably pressed steel grey suit, his Teflon coating against the perils of a boozed-up advertising client.

I grew up watching my own Don Draper, my father, a Frenchman who didn’t work in advertising but dressed just as impeccably. In the early 1970’s, he dressed for work in button-fly, thin flannel trousers, crisp cotton shirts with very small pearl buttons and French cuffs (no pocket on the front – only Americans do that), a bold tie, and narrow zippered boots in glove leather. With his wraparound sunglasses and leather wristlet clutch (which my brothers and I were terribly embarrassed about), he was chic and suave. Now, several decades later, I wanted some of his mojo.

 

My father was a secret sartorialist. He didn’t talk about clothes but he was very particular in what he wore and how it fit. From left to right, my father, mother, and eldest brother, circa 1963.

When my book, Branding the Man was published in 2009 I similarly found myself in need of a suit that could ready me for the arrows of critics and personal appearances at big city cocktail parties or even strip mall bookstores. In this country of men dressed as 35-year-old boys in baseball caps, fleece jackets and sack-like jeans, it is time I implore for them to learn what every Don Draper used to know: the clothes do indeed make the man.

Finding the perfect suit is no easy task. There are acres of homeless suits dying to join a power lunch, wanting nothing more than to emerge from a four-star restaurant with a beautiful woman clutching its pure virgin wool. There are suits languishing on hangers that would be grateful just to attend a funeral, or clothe the man who will be buried a short time later. Suits are plentiful, good ones are not.

Recently, I toured dozens of outlets and stores, and saw hundreds of suits, from Men’s Wearhouse to the Nordstrom; Macy’s to the wholesaler on the corner. What I found was that most men’s department stores have become kind of like bugs trapped in amber; nothing more than a time capsule of the way men have shopped and dressed for the better part of the last 100 years.

One afternoon at a crumbling suburban Macy’s found a men’s department that was virtually unchanged from my high school years. A salesman, looking like a sportscaster in a plaid jacket, Countess Mara tie and gray slacks, was in the midst of assisting a 13 year-old boy with what was likely his first suit. For the boy’s father, this was probably an auspicious moment: his son, on the threshold of manhood and poised to be molded into a “little gentleman.”

For the boy—skinny, slouched, pimply and as awkward as any boy can be at 13—this was a less than thrilling moment. The jacket hung on his little shoulders like a waterlogged Sunday paper. “You look great, sport!” beamed the father. An indifferent sigh from his son followed. “You want the gold buttons?” asked the salesman. “They’ll make you look sharp!”

When I buy a suit from a conventional men’s retailer, I feel like that 13-year old boy. Can the American man be liberated from the poorly fitted suit and not spend a fortune? It depends. The anatomy of a finely made suit is actually fascinating, and like wine, once you learn the about the details it makes the final product that much sweeter. In Europe, tailoring is an art, and what every American man must learn is that a great suit is an investment. Nevertheless, consider that if it is the right suit, you’ll discover—as so many men have—that a beautifully tailored suit opens doors.

A big part of what makes a suit a success is the tailoring. Fine fabrics certainly help, and in the case of this suit I found at Yves Saint Laurent, wool flannel gives it structure without stiffness.

My fantasy store would be one that doesn’t bother stocking every suit imaginable, in every shade of gray and black. A great store needs to help a man discover his inner peacock with an edited collection of suits with a point of view. Forget the pleated trousers – who really looks good in them? Let David Lettermen wear the double-breasted windowpane plaid. Give me Bond, James Bond—shaken or stirred! I want a suit that makes ladies swoon and men bow.

Short of taking a sewing class, I recommend that every man have at least one suit custom-made. A great tailor is like a great barber: he can work miracles on that poor carcass of yours. Learn from your tailor what looks best on you. Let him teach you about the marvels of high-twist yarn, the subtleties of a hand-canvassed shoulder, or that the shoulders and lapels are the make-or-break details of a great suit. Contrary to what the department store salesman tells you, that suit you are trying on does not look like it was made for you — in fact it’s meant to fit about fifteen other guys of varying proportions, like a police lineup.

Alas, with the clock ticking before my New York press tour, I didn’t have any time for a custom tailored suit and instead found myself at Yves Saint Laurent. There I discovered an exquisite suit of smoky blue wool with softly drawn charcoal stripes. The generous lapels recalled Johnny Depp in Blow. I slipped into the lean, button-fly trousers and looked at myself in the mirror. It was expensive but, after all the miserable suits I had seen, this one was the one. I felt tall, fearless, and suited for battle.



Brand Occupy: Has a Movement Lost its Way?

November 29, 2011

After a nearly three months, it’s hard to say if anyone is entirely clear on what the call to action is with the Occupy movement.  Have they lost their mojo after that initial demonstration on Wall Street?

Their most tangible and visceral message, encampments in cities around the country and the world, have not only lost their clout, they’ve become a health hazard and tiresome cliche.

The various demonstrations and marches that tepidly disrupted Black Friday  felt ragged and messy. In many cases signs are illegible. If you’re going to go to that much trouble to write on a piece of cardboard, at least make it so people can read it.

On numerous occasions, demonstrations and encampments have become almost embarrassments with random nitwits, vagrants, and hooligans coming in and confusing the situation.

So the question is: now what?  I say some branding is in order — that’s because a political or social movement IS a brand. It requires the same development and marketing that one would apply to anything where one hopes to gain a following.

1) Cultivate leadership. As much as many in the movement have decried the need for a leader, it seems like leadership is just one part of what’s missing in making Occupy truly revolutionary.No matter how anti-establishment, any organization looking to build momentum and grow its constituency must find its leaders who can help give a unified voice and message.

2) Craft a manifesto. The fact is, every great revolution or political movement has had leaders and a clear manifesto. The Civil Rights movement of the ‘60’s had Martin Luther King and Malcolm X; the Women’s Liberation movement had Gloria Steinem. These were grassroots movements that targeted demands and, while sometimes violent, were able to clearly voice a process for change.

A clearly articulated manifesto would unite all Occupy movements around the country (and around the world) with a strategic call to action and program for coordinated demonstrations, speeches, as well as open forum discussions with city, state, and financial services organizations.

The Medium is the Message: in advertising, less is more — except when you have a really big piece of cardboard.

3) Develop a marketing and brand strategy. A movement like Occupy must have a clear strategy that includes how it is branded as well as its key marketing messages and deliverables. What does it stand for? What will it accomplish?

A protester in San Francisco’s Union Square, November 27, 2011.

In the case of Occupy, it has become unclear just what they are doing and what it is they want.  We understand that the movement— quite correctly — places much of the blame on the banks. However there has not been a strategic plan for how the movement will continue forward, with a cohesive message that everyone from the elite to the proletarian can understand – whether they agree or not.

4) Communicate a call to action. I get it – you’re a “startup.”  That doesn’t mean the medium is not critical to the message. As with any marketing campaign, there is a tagline, and then what follows is a series of other memorable messages that are tied to action. How is that going to be communicated, beyond bedsheet banners and scraps of paper? Why hasn’t social media been used as the powerful (and free) tool that it is to drive home a manifesto and call to action?

5) Be bold. Embrace dissent. Spearhead measurable change. Hanging your hat on the encampment can’t be the single means for communicating your message — one that is powerful for a growing number of Americans who are finally realizing that they are indeed the 99-percent. Unfortunately in the minds of the media and the general public, the encampments are simply a passive sit-in that lacks creativity and doesn’t give confidence in its inhabitants to truly generate positive ideas for the evolution of our economy. Champion discussion and create visible change that proves what you’re doing is right. Start your own credit union. Create a socialized marketplace for goods and services.


Consumers Jumpstart Black Friday — While Occupy Protesters Target Retailers

November 21, 2011

 

Black Friday may be blacker than most this year — and that’s not a good thing.

That’s because so many retailers are getting a jumpstart and offering discounts and well before the landmark shopping day with special offers that could threaten to kill the rest of the Holiday shopping season.

The soft push for retail sales was visible as early as late October. H&M’s decision to launch its Versace collection last Saturday was more than likely to build momentum for Black Friday and the rest of the holiday shopping season.

However, it’s social media sites that are driving the bulk of discount sales before shoppers even have a chance to step through the door of a store.

In a recent Nielsen survey, consumers are actually “liking” a brand simply for giving them a discount, with North American leading the way in the trend, with 45% of those surveyed saying they’ll shop and like ‘em — if they get a discount.

Courtesy Nielsen

Across a sample of ten major markets*, nearly 40 percent of active Internet users visited Coupons/Rewards sites such as Groupon, Coupons.com and Living Social from home and work computers during September 2011.

In the U.S., NM Incite, a Nielsen/McKinsey company, reports that almost 60 percent of social media users visit social networks to receive coupons or promotions, with 23 percent saying they do this on a weekly basis.

During September 2011, 43 percent of visitors to Social Networks and Blogs also visited a Coupons/Rewards site, while 44 percent of Facebook’s audience and nearly two-thirds (63%) of Twitter’s audience visited these sites.

Facebook was a key source of traffic for Groupon and Living Social during that month – meaning Groupon’s and Living Social’s visitors came directly from Facebook.

Meanwhile, Black Friday is going head-to-head with Cyber Monday (one of the lamest names I’ve ever heard) with deals starting as early as 9 P.M. on Thanksgiving Day. So much for foreplay.

And just in case you were feeling less than cheered about shopping this year, Occupy activists are planning to demonstrate in order to protest the ultimate symbol of greed and consumerism with an “Occupy Black Friday.”

Bah, Humbug? No it’s just Christmas in America — 2011.