Branding the man : why men are the next frontier in fashion retail / by Bertrand Pellegrin.
- New York, NY : Allworth Press, c2009.
xxii, 201 p. : ill. ; 24 cm.
- Male consumers.
- Who's the man?
Whay the men's store must change?
When retail is relevant
Where the boys are
Where men are king
Creating the branded men's environment
Retailers making their mark : who leads? who follows?
Getting the goods : let the merchandise tell the story
The power of retail design
Using technology to enhance the men's retail experience
Setting the stage : activating the store
The store as town square : a toolbox for creating a customer community
Customer service : a store's recipe for success
The ten commandments of a great men's store
Conclusion : branding the man : retailing's next frontier.
- Includes bibliographical references and index.
- 9781581156638 (alk. paper)
1581156634 (alk. paper)
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