March 21, 2017 by CallisonRTKL

DATÜM: The Modernized Man Cave

Are men’s attitudes towards shopping changing, or are we just getting better at designing for them? Consumer analytics provide insight into what has made men historically averse to shopping and how the shifting retail landscape is catering to their preferences, behaviors and lifestyles.

The Evolution of Men’s retail

Men’s path-to-purchase has traditionally been more linear than women’s. Their attention span? Short. Their shopping objectives? Targeted. The attitude was one of “get in and get out” with little patience for browsing; in fact, a 2013 survey by a British research organization Quidco.com, found that women can shop for more than two hours without getting bored while men lose interest in about 26 minutes. Discovering a way to interest men in spending more time at stores has continued to baffle retailers—until now. Here are five significant signs that men’s shopping attitudes and behaviors are changing:

Growing Market: Growth of the global menswear market to outperform womenswear by 2020 [source: Euromonitor, 2017]
Changing Attitudes: 94% of men saying they have a “defined” sense of personal style [source: Boutique @ Ogilvy, 2016]
Spending Patterns: Men spend $10 more than women on clothing and accessories each month [source: Boutique @ Ogilvy, 2016]
Shopping Behaviors: 53% of women hate trying on clothing, compared to only 38% of men [source: Body Labs, 2016]
Self-Reflection: When making an in-person purchase, men are most persuaded by looking good (45%) and value (53%) [source: Boutique @ Ogilvy, 2016]

Masculine Inspiration

Blurring the lines between retail and hospitality, the retail store has transformed into a modern-day men’s club offering personalized services and a space to be pampered. Some of the trendsetters dominating this new world of retail include:

All-Day Destinations

Playing into the power of hybrid destinations, Todd Snyder opened a lifestyle superstore on Madison Avenue in New York. Guest brands featured alongside his collection include a grooming area by Brooklyn barbershop Persons of Interest, a shop-in-shop for Lower East Side eyewear retailer Moscot and a café-cum-cocktail bar by El Rey. The potent mix of alcohol and shopping is sure to loosen up any reluctant shopper’s wallet and increase dwell time…maybe just wait to enjoy the cocktail until after the haircut.

Beyond the Merchandise Mix

‎Recently, Saks Fifth Avenue unveiled their men’s only store at Brookfield Place, offering five carefully curated zones ranging from the straight-laced traditional to the edgiest designer street fashion. Having difficulty navigating the zones? The “Saks Save Me” team of experts are on call to rescue you from any fashion emergency that may arise…because fashion emergencies know no gender.

The Color of Envy

Nordstrom’s Tesla shop at The Grove LA is a gallery and showroom-inspired concept that is drawing big crowds, introducing Tesla to a new demographic while providing incentive for customers to spend money in-store on other items, even if they’re not yet ready to seal the deal on a Model X.

Adaptable Spaces

By day, Canadian retailer Hudson Bay Company’s flagship store is dominated by female shoppers, but by night, the fifth floor plays host to a men’s retail playground complete with cocktails, private stylists and mac-n-cheese bites.

Experiential menswear: A new type of store

So where will men’s retail go next? Our design experts have a few ideas about elevating in-store appeal in order to increase dwell time:

IRL over URL

With some subtle simplification strategies, retailers can do what they have always done best: provide an in-real-life (IRL) experience that is meaningful, informative and compelling enough to rival any digital transaction. Thanks to technology that enables on-demand delivery and automates the purchasing process, stores are displaying less merchandise on the floor, instituting more flexible displays and layouts and reimagining new uses and programming for the extra space. And don’t underestimate the power of food: men under 25 are four times more likely to shop if the F&B offerings are compelling enough. Additionally, as retailers overall become more hands-on and service-oriented as a response to digital’s streamlined efficiency, expect to see more and more stores emphasizing the IRL over the URL.

Craftsman Revival

Today’s shopper can enjoy a selection of made-to-order jeans while sipping on a cold beer and waiting for their shoes to be resoled. This integration of service and experience combined with effective brand storytelling and seamless omnichannel strategy are all part of the hand-crafted recipe for retail success.

Hyper-Tailored Ambiance

Combatting male shopper boredom and fatigue requires an energetic, stimulating environment—think bold colors, a mix of sensuous and coarse materials, great lighting for ambience and product presentation and a curated soundtrack. The space seamlessly drifts from day to night, as well as provides privacy with a separate VIP area for loyal customers.

Inclusive & Universal Design

Nearly 40% of American men are dressed by someone else, with significant others/partners and friends wielding the greatest influence. New, male-focused locations are designed to make female counterparts feel equally welcomed in the form of a special lounge with complimentary refreshments or a space where they can shop for the perfect gift for their partner (or themselves). And as gender lines continue to blur, flexibility and inclusiveness are key to adapting to changing mindsets and purchasing behaviors.

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CallisonRTKL

For more than five decades, Callison and RTKL have created some of the world’s most memorable and successful environments for developers, retailers, investors, institutions and public entities. In 2015, our two practices came together under the Arcadis umbrella, expanding our sphere of influence and the depth and breadth of our resources. Our team is comprised of nearly 2,000 creative, innovative professionals throughout the world who are committed to advancing our client’s businesses and enhancing quality of life.