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MARKETING
 TO MEN
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%
              .
                                                                                                .
                                                      .
                                          .                                                                            .
          ?
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 ago

I 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).
                                   .                                                                                  .
.
        90

    67.5

        45

    22.5

         0
                 Designer         Upmarket/Highmarket         Mid-market

                                                        <sourced from:Mintel march 2010>




    ,                                               2                .                     ,   ,
,                           .                                               .
             ,                                               .   ,
                                .(Mintel,2010)
?




                                                                     .
,    ,     ,
            .                                                                          .
                                                                                             ,
. (Tungate,2008,2009,Mintel,2010, Pellegrin,2009)



                                                             .                 52%
                                     30%                         .                         44%
                30%                                      .
                                           (30%vs,17%)
           .(25% vs.20%)    ,
                                                                         . (Mintel,2010)
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>




                                                                             .
                             .
.                                                                                        .
                                                          .

                                            .
                                    .
                                        .                                                    ?
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   2
eMarketer.com                      ,                                                           .                    (76%)
(68%),    (61%),              (50&),             (49%)           (44%)            .
                                                                             .
70

Watching 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)
CASE STUDY: DUNHILL HOME




        ‘                                :       ’

                                             .
                                     3                           .1           ,
    ,       ,   ,           .   ,2           ,           ,
    ,                   .       "    "
                    .                                                     .
                                                                      .
                                                 .
                                                             .
                                                     .
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                               .
                                                                      .
        ,           ,   ,                                     .
                                                          .
                                                                            .
CASE STUDY: Mr Porter




                                <captured from:mrporter.com>




                   .
               .
       .                                 .
                        .                       ‘         ’
           .
                                                      .



                                 .
                                                               .
                            .
CASE STUDY: Mr Porter




                                                        <captured from:mrporter.com>




                                          .
             Mr porter                .
               .                                                                           .



       SNS                   30                                                        .
                                              .   SNS
                                  .
                         .

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menswear marketing Ppt

  • 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. 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 ago I 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. . 90 67.5 45 22.5 0 Designer Upmarket/Highmarket Mid-market <sourced from:Mintel march 2010> , 2 . , , , . . , . , .(Mintel,2010)
  • 5. ? . , , , . . , . (Tungate,2008,2009,Mintel,2010, Pellegrin,2009) . 52% 30% . 44% 30% . (30%vs,17%) .(25% vs.20%) , . (Mintel,2010)
  • 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. 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 2 eMarketer.com , . (76%) (68%), (61%), (50&), (49%) (44%) . .
  • 8. 70 Watching 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. CASE STUDY: DUNHILL HOME ‘ : ’ . 3 .1 , , , , . ,2 , , , . " " . . . . . .
  • 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. CASE STUDY: Mr Porter <captured from:mrporter.com> . . . . . ‘ ’ . . . . .
  • 12. CASE STUDY: Mr Porter <captured from:mrporter.com> . Mr porter . . . SNS 30 . . SNS . .

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