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

BERTRAND PELLEGRIN | Director of  b. on brand LLC

Bertrand Pellegrin is the author of Branding the Man: Why Men Are the Next Frontier in Fashion Retail (Allworth/Random House, 2009). His expertise in the world of retail and luxury goods includes such clients as LVMH Asia Pacific (Louis Vuitton Moet Hennessy), Lotte Shopping Group, Bank of America, and the San Francisco International Airport, among many others.

Previously he was a senior retail strategist in the San Francisco office of Gensler Worldwide where he was instrumental in major placemaking projects throughout the Asia Pacific region. Mr. Pellegrin developed naming, placemaking, and brand positioning for such projects as the Shanghai Tower in Pudong, China, and New Songdo City, in Incheon, South Korea.

Mr. Pellegrin’s extensive experience in Asia includes positions as the Director of Marketing for Lane Crawford (Hong Kong) Ltd., Asia’s premier luxury department store, where he oversaw the growth and expansion of the brand’s Hong Kong and Mainland China presence, and Lotte Shopping Group in Korea, for whom he oversaw the development of Avenuel, a 32-story luxury multibrand store in Seoul, South Korea.

Mr. Pellegrin is also the recipient of over a dozen television awards including three EMMY Awards and a James Beard Award for his work as a producer and director, including short form documentaries, specials, and a broad range of programming for NBC San Francisco and Los Angeles.

His book, Branding the Man: Why Men are the Next Frontier in Fashion Retail (Random House/Allworth 2009) examines the evolution of the male consumer and offers a strategic branding approach to men’s retailing. He has also written for ELLE magazine, Design and Display Ideas (DDI), the Wharton Real Estate Review, SOMA Magazine,  and is a regular contributor with the San Francisco Chronicle where he writes about fashion and design.

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