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MARKETING TO MEN
MARKET ANALYSIS                      NPD                  ,                                                               ...
I buy fewer clothes on impuse or as a treat                 I mainly buy clothes to replace worn-out items                ...
.        90    67.5        45    22.5         0                 Designer         Upmarket/Highmarket         Mid-market   ...
?                                                                     .,    ,     ,            .                          ...
Department store               Outlet       Speciality shop             Abroard              Airport     Third-party Web  ...
Communications                   PC time/     Session visit/                                                             s...
70Watching video on YouTube or Google                                                                                     ...
CASE STUDY: DUNHILL HOME        ‘                                :       ’                                             .  ...
CASE STUDY: Mr Porter                            <captured from:YouTube.com>           <captured from:mrporter.com>    ‘Ne...
CASE STUDY: Mr Porter                                <captured from:mrporter.com>                   .               .     ...
CASE STUDY: Mr Porter                                                        <captured from:mrporter.com>                 ...
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menswear marketing Ppt

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  • Transcript of "menswear marketing Ppt"

    1. 1. MARKETING TO MEN
    2. 2. MARKET ANALYSIS NPD , 2011 2 12% . 2008 3.3% . 2013 16% 3800 . . 2011 4 30% 9.7%, 26% . , 30% . (NPD) 2011 3 Mintel , . NPD 2010 12 2011 2 , , 30%,16% . . . . . ?
    3. 3. I buy fewer clothes on impuse or as a treat I mainly buy clothes to replace worn-out items I shop around comparing price before buying I am shopping in less expensive stores than 12 months agoI am shopping in the same stores but buying less expensive items 0 12.5 25 37.5 50 <sourced from:Mintel march 2010> . . . , . . . . (Tungate,2009). . .
    4. 4. . 90 67.5 45 22.5 0 Designer Upmarket/Highmarket Mid-market <sourced from:Mintel march 2010> , 2 . , ,, . . , . , .(Mintel,2010)
    5. 5. ? ., , , . . ,. (Tungate,2008,2009,Mintel,2010, Pellegrin,2009) . 52% 30% . 44% 30% . (30%vs,17%) .(25% vs.20%) , . (Mintel,2010)
    6. 6. Department store Outlet Speciality shop Abroard Airport Third-party Web Designer’s web 0 12.5 25 37.5 50 <sourced from:Mintel march 2010> . .. . . . . . ?
    7. 7. Communications PC time/ Session visit/ send/receive email person person Online shopping/travel 69:13:49 60 Download/newpaper,magazine Online banking 64:52:24 54 Online Radio/Video Total male 25-54 male health information 0 22.5 45 67.5 90 <sourced from:eMarketer.com ‘Men Online’,2009> wi-fi gadget .(eMarketer,2009) .25-54 . 2011 2eMarketer.com , . (76%)(68%), (61%), (50&), (49%) (44%) . .
    8. 8. 70Watching video on YouTube or Google 52.5 Read some’s blog 35 Download Podcast Download or shared P2P 17.5 Create/work on own blog 0 Feel better Feel stronger connection 0 15 30 45 60 <sourced from:eMarketer.com ‘Men Online’,2009> . . 63% 52% . 60% 51% . , . . . . , , .( eMarketer.com,2009)
    9. 9. CASE STUDY: DUNHILL HOME ‘ : ’ . 3 .1 , , , , . ,2 , , , . " " . . . . . .
    10. 10. CASE STUDY: Mr Porter <captured from:YouTube.com> <captured from:mrporter.com> ‘Net-A-Porter : Mr Porter.com’ Mr Porter.com Net-A-Porter 2 . . , , , . . .
    11. 11. CASE STUDY: Mr Porter <captured from:mrporter.com> . . . . . ‘ ’ . . . . .
    12. 12. CASE STUDY: Mr Porter <captured from:mrporter.com> . Mr porter . . . SNS 30 . . SNS . .
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