The best thing that can be said about a marketer or a marketing agent is that s/he has grown a market. The marketing and advertising mantra “sell more, to more, more often, at higher margins” is a terrific end-game, but one can do that and simply be redistributing market share. Growing markets is what’s up. So here’s a way to grow the men’s apparel market. (I was at Fashion Institute of Technology yesterday, and tons of kids were walking around classrooms with bolts of fabric a la Project Runway – ergo the fashion interest.) Replace the tee-shirt.
I was thinking of all the shopping I do each year and no one’s really making a living off me. Maybe the grocery and the beer stores. I buy a two pair of jeans once a year(ish); maybe some mulch for the wifus. As for dress shirts, I don’t buy them unless I spill coffee on myself before a meeting. And somehow they just appear in the closet or in Christmas boxes. Tee-shirts, on the other hand, are flowing out of my bottom drawer. And the drawers of most men.
The Gap or Amazon or a smart designer with online chops should design a shirt for men that is flattering, comfortable, fashionable and functional. And I’m not talking about that $70 tee-shirt in expensive fabric. A new look shirt. Men love their tee-shirts but we’ll give them up if there’s something better, even if it costs more. Then how will people know I love the Ramones??? Hmm.
Come on marketers, think about growing your markets. Peace.