In an effort to keep menswear sales as strong as they’ve been the last few years, retailers are going beyond seeking out the top trends. They are working to make these formerly aloof customers as captivated as possible, whether in-store or online.
Now that holiday 2014 retail sales have been reported -- and it looks like U.S. consumers came out ready to play -- analysts are interested in how much discounting played on the bottom line, and what retailers can learn for 2015.
It wasn’t that long ago when marketers merely had to place ads in newspapers and magazines, or on TV or the radio to reach their audience. Generally, a lot of fish could be caught with one or two nets. These days, there’s a different method for reaching every generation. Even social media preferences vary depending on age groups. While apparel retailers may want to cast a wide net and use the same message everywhere, that just won’t work with today’s consumer.
No sooner did Thanksgiving weekend end and media reports were declaring that not only was Black Friday a bust with consumers (down 11% from last year), but retailers had better brace themselves for a rough finish to 2014. However, the Commerce Department released numbers last week that told a different story.