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

BERTRAND PELLEGRIN | Director, BP Consulting, Ltd.

Bertrand Pellegrin is Director of BP Consulting,Ltd., a boutique consulting firm specializing in retail development, strategic positioning, and creative direction for global projects in brand design and business development. He is also a recognized image consultant for high net worth individuals seeking to enhance their business and social profiles.

Previously he was a Senior Retail Strategist with Gensler Worldwide, where he developed naming, placemaking, and brand positioning for a broad range of global projects. Mr. Pellegrin’s extensive experience in Asia includes positions as the Asia-Pacific 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 China presence.

He has also provided his expertise as a consultant for the Gucci brand, Louis Vuitton (LVMH), and Lotte Shopping Group in Korea, for whom he developed a 32-story luxury concept store in Seoul. Mr. Pellegrin is also a personal branding consultant, helping individuals achieve their ultimate potential.

“I believe the personal brand is the most powerful way we can find success in our lives — both professionally and personally,” says Mr. Pellegrin. “Like a great Fortune 500 brand, we as individuals have the ability to market ourselves and become leaders in our chosen fields.”

His book, Branding the Man: Why Men are the Next Frontier in Fashion Retail (Random House/Allworth 2009) is his first book and examines the evolution of the American consumer, with a strategic branding approach to men’s retailing. Mr. Pellegrin has also written for several fashion magazines including ELLE, and in the U.S., for Design and Display Ideas (DDI), the Wharton Real Estate Review, SOMA Magazine,  and the San Francisco Chronicle. among others.

Click here to read recent press on his book.

Click here to watch Bertrand Pellegrin in a recent interview.

ABOUT | BP Consulting, Ltd.

BP Consulting was first founded in 2004 in response to the lack of firms offering integrated solutions in business strategy, experience design, placemaking, and brand development. Mr. Pellegrin’s expertise includes strategic customer insight and creative consulting in brand development, identity, and market expression. His list of clients includes major department stores, boutique retailers, consumer products, and commercial development projects. He is based in San Francisco, California. He is also a recognized image consultant for high net worth individuals seeking to enhance their business and social profiles.

Sample Services

Business | Retail and New To Market

Business Development

Brand Launching and Positioning

Brand Visioning

Store Development

Partnerships and Alliance Management

Marketing Strategy

Website development

The Personal Brand | Image Consulting

Professional Development

Image Development (Including Wardrobe and Body Image)

Social Networking

Lifestyle Consulting

Contact | BP Consulting. Ltd.

If you would like to find out how BP Consulting, Ltd. can help your company or personal brand, send us an email at Bertrand@Brandingtheman.com.

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