1. Hannah Dion
Men’s Gifts

2. Primary Research
Brick and Mortar Competitors: Macy’s, JCPenney, GAP, Sears, Kohl’s, Target, Dick’s Sporting Goods,
Sports Authority, J. Crew, Brookstone
Online Competitors: JackThreads, Rue La La, Gilt, Esty, Bonanza, Shopify
Two Main Points:
1. Companies analyzed have a similar business model to Marshalls off price and brand name products
like Kohl’s, Sears, JCPenney
2. Business models that support new trends

3. Secondary Research
Mintel Trends on Marshalls and competitors
Personal contact with colleagues, friends,
and family
Retail websites and social media
Customer feedbacks on the internet

4. Strengths
Fashionable electronic accessories that include headphones from Skullcandy,
Urban Beatz, iHip, iWorld, Earpollution, and bluetooth speakers/docking stations
from iWorld
Wide assortment of top designer cologne including Guess, Dolce & Gabbana,
Adidas, Calvin Klein, Kenneth Cole, Nautica
Wallets and small travel bags from Tommy Hilfiger, Guess, Nautica, Fossil,
Columbia
Offer Holiday gifts for men, including Christmas, Valentine’s day, and Father’s
day!

5. Current Versatile Mix
Men’s Accessories: Wallets from designers such as Tommy Hilfiger,
Nautica, Fossil, Columbia, and belts
Electronic Accessories: Headphones from Skullcandy, Urban Beatz,
iHip, iWorld, Earpollution, bluetooth speakers from iWorld, and HDMI
cords
Men’s Cologne: Feature brands from Guess, Dolce & Gabbana,
Adidas, David Beckham, Calvin Klein, Kenneth Cole, and Nautica
Men’s Personal Care:Hair Trimmers from Wahl and Conair, and travel
kits from Guess, Tommy Hilfiger, and other brand names
Active: Kayaks from Clear Water, and bike racks from Swiss Gear
Fitness: Lifting equipment, weights, pull up bars from GNC, gloves
from Nike and Under Armour, and plastic water bottles from Smart
Shake
Room Decor: Framed Tom Brady picture and NFL blanket

6. New Trends
Men’s Grooming
Male-specific toiletries
Exfoliating shaving creams and gels
Depilatory creams/lotions
High performance shaving tools
Men’s Fashionable Accessories
● Glasses/Sunglasses
● Scarves
● Hats
● Jewelry/bracelets

7. Opportunities
“Man Cave” Sports Memorabilia
● Sports decorations such as bar, banners, posters, signs,
pictures, rugs, etc.
Digital Devices
● Digital media streaming platforms
Outdoor Activities
● Grilling products
● Fishing supplies
● Games such as pool equipment, table tennis, bocci, frisbees,
kan jam, ladder toss, etc.

8. Men’s GroomingThis new trend focuses on male-specific toiletries, such as moisturizers,
facial cleansers, eye serums, bronzers, concealers, anti-agers, and
mud masks
More and more men are putting higher stock in looking good
This trend is about self-confidence and the desire to feel more attractive,
more successful, and, increasingly, more youthful
Marshalls Current Selection
The Art of the Perfect Shave: Classic Mach 3 Razor, Razor stand, and
Badger Shaving Brush
General Wahl, Remington, and Conair electric shavers
Moisturizers from Neutrogena and Nivea Men
Recommended Selection
Emphasis on professional quality brands/products that focus on producing
the best results in facial care
This includes high performance shaving tools and toiletries, such as after-
shave balm, hard cream pomade, night cream, clay masks, eye cream,
and facial scrubs

9. Men’s Accessories
● This trend focuses on the additional high- statement fashion accessories
● Includes items that accentuate the business-casual/city-casual look
● Comparison shopping took place at Macy’s, GAP, and J. Crew, where additional
accessories such as scarves, bracelets, and glasses/sunglasses were found nearby the
mens clothes section
Marshalls Current Selection
Designer watches, ties, and cufflinks
Recommended Selection
Designer statement glasses/ sunglasses with
clear lenses
Brand name knitted and “bucket” hats
Bracelets: trend of additional accessories to
add to a statement
watch
Scarves

10. Man Cave/ Sports Decor
This opportunity focuses on men being more active when it comes to home
improvement projects, such as “man caves”
These “man caves” include a humorous mantra to men who want to
transform a room into their own personal space. They show examples
of different rooms that fit customarily male interests like cars, video
games, and sports
Comparison shopping at Dicks Sporting Goods and Sports Authority
showed a heavy interest in sports decorations and room accessories
Marshalls Current Selection
Small party decor & football mason jars
Recommended Selection
Pictures, posters, banners, flags, rugs with sport team logos
Jerseys from top players and teams from the NFL, NHL, NBA, MLB
Signed memorabilia
Barware

11. Digital Devices
This opportunity is due to rapid gains that
are apparent in digital media streaming
sets
More people are buying these sets for a
larger selection in watching television,
and even dropping cable packages to
pay less for these other offerings
Comparison shopping took place at Target
and Sears
Recommended Selection
Digital media set-top boxes
Sticks
3-D
Internet-enabled Blu-ray players

12. Outdoor Activities
This opportunity focuses men wanting to be
outside in the warmer weather with friends
and family
Trend includes outdoor games, sports, and
entertainment
Comparison shopping at Dick’s Sporting
Goods, Sports Authority, Target
Marshalls Current Selection
Kayaks, Bike Rack
Recommended Selection
Grills, grill tools, fishing accessories, canoes,
tents, camping accessories, lawn games

13. Versatile Mix
Grooming Brands & Products
Mangroomer- Ultimate Pro Body Groomer and Trimmer with
Power Burst
Oster- Classic 76 Universal Motor Clipper
Fellow Barber- Texture Paste, Styling Cream, and Complete
Shampoo
Anthony Logistics for Men- Perfect Shave Kit
Jack Black- Double Edge Safety Razor, Daily Facial Cleanser,
MP 10 Nourishing Oil, and Cooling Gel
Demalogica- Dermal Clay Cleanser
Tom Ford-'Noir' After-Shave Balm and Purifying Face Cleanser
Baxter of California- Night Cream, Under Eye Complex, and
Facial Scrub
Men’s Accessories Brands & Products
● Icon Brand- Anchor Rope Bracelet
● ASOS- Leather Bracelet Pack
● Trashness- Stone Ivory Bracelet
● Dolce & Gabanna- Aviator Sunglasses
● Gucci- Wayfarer Style Glasses
● Cole Haan - Wayfarer
● Patagonia- Printed Wavefarer Bucket Hat
● Vans- Undertone Mesh Bucket Hat

14. Versatile Mix Continued...
Man Cave Brands & Products
● Sully’s- Sport flags-team memorabilia based on
geographical location
-New England Patriots theme neon signs
-Boston Red Sox banners and signs
● WinCraft
● FatHead- Tom Brady Lifesize Wall Graphic,
Patriots Logo Wall Graphic, Boston Red Sox
Power Pack
● Winning Streak
● Budweiser- “Preferred Everywhere” Nostalgic
metal sign
● NFL, NHL, NBA, MLB Online Stores- Lebron
James Official Jersey
● NFL Blankets
● NFL Framed Player Photo
● Top Shelf - Whiskey Decanter
Digital Devices Brands and Products
Digital Media Streaming Sticks
Roku Streaming Stick
Google Chromecast
Both under $50.00
Amazon Fire TV Stick
Apple TV
TiVo Stream

15. Versatile Mix Continued...
Outdoors Brands & Products
COOP - Battle Bounce, Spring Slam, Knock ‘Em Off
KanJam
Kelsyus - Bocce Ball, Horseshoes
Coleman - Instant Tent, Cold Weather Sleeping Bags, Roadtrip LXX
Grill
Shimano - Tallus Blue Water Spinning Rods
Rome - Tri-Pod Grill
Cuisinart - 13 Piece Wooden Grill Tool Set