Social Media Content for Male Audience in Fashion

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The fashion industry is quickly learning that men and women engage and shop differently in the digital sphere.

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  • “ Men prefer their engagement with us to be more focused on increasing their knowledge of the product.” David Duplantis, Coach’s senior voice president of global Web and digital media Brand loyal “ I think that the male psychology actually resonates better with the digital space than the female one. From a commercial perspective, a lot of guys don’t really like [brick-and-mortar] shopping,” Oliver Walsh, founder and chief executive officer of Wednesday London “ Men really like to be inspired or told what to wear and how to wear it. A lot of guys like to learn about other ways to wear what they have.” Mario Muttenthaler, Mr Porter’s head of sales and marketing “ goal driven” shopping For men, focus is on the utility of the bag, providing a reason for purchase that’s sparked by how the purchase solves a problem or necessity,” Minkoff said.  men tend to shop later in the day or on Mondays — when purchases they’re considering from the weekend are top of mind. tactical about their purchases. Men want to get to their purchases faster
  • Social Media Content for Male Audience in Fashion

    1. 1. Social Media Content Strategies For the male audience in the Fashion & Luxury
    2. 2. <ul><li>FOCUS ON MALE CONSUMERS </li></ul><ul><li>SOCIAL MEDIA CONTENT MANAGEMENT </li></ul>The fashion industry is quickly learning that men are different from women and they engage and shop their way in the digital sphere.
    3. 3. <ul><li>THE MODERN GENTLEMAN </li></ul><ul><li>UNDERSTANDING THE AUDIENCE </li></ul>“ Men prefer their engagement with us to be more focused on increasing their knowledge of the product.” David Duplantis, Coach’s senior voice president of global Web Style tips from valued experts are appreciated Brand loyal Goal driven shopping “ I think that the male psychology actually resonates better with the digital space than the female one. From a commercial perspective, a lot of guys don’t really like [brick-and-mortar] shopping”  Oliver Walsh, founder and CEO of Wednesday London “ Men really like to be inspired or told what to wear and how to wear it. A lot of guys like to learn about other ways to wear what they have.” Mario Muttenthaler, Mr Porter’s head of sales and marketing “ For men, focus is on the utility of the bag, providing a reason for purchase that’s sparked by how the purchase solves a problem or necessity,”   Uri Minkoff, Ben Minkoff’s CEO Tactical about their purchases Men want to get to their purchases faster
    4. 4. <ul><li>MALE-SPECIFIC EDITORIAL CONTENT </li></ul><ul><ul><li>Heritage and Lifestyle: </li></ul></ul><ul><ul><ul><li>Brand history </li></ul></ul></ul><ul><ul><ul><li>Interesting facts </li></ul></ul></ul><ul><ul><ul><li>Devising content/ sales around specific occasions </li></ul></ul></ul><ul><ul><li>Knowledge of the product: </li></ul></ul><ul><ul><ul><li>Quality </li></ul></ul></ul><ul><ul><ul><li>“ how to” </li></ul></ul></ul><ul><ul><ul><li>Style tips </li></ul></ul></ul><ul><ul><ul><li>New arrivals, designers, trends </li></ul></ul></ul><ul><ul><ul><li>Personal shopper in real time </li></ul></ul></ul><ul><ul><li>Style guide: </li></ul></ul><ul><ul><ul><li>Guest bloggers </li></ul></ul></ul><ul><ul><ul><li>Photos of fashionable male celebrities </li></ul></ul></ul><ul><ul><ul><li>Wish list chosen by female </li></ul></ul></ul><ul><li>KEY TOUCH POINTS </li></ul>
    5. 5. <ul><li>BRAND HISTORY </li></ul><ul><li>HERITAGE AND LIFESTYLE </li></ul>“ When it comes to reaching men, creating a digital message that focuses on reinforcing heritage and lifestyle is key.” David Duplantis, Coach senior president of global Web and Digital Media
    6. 6. <ul><li>INTERESTING FACTS </li></ul><ul><li>HERITAGE AND LIFESTYLE </li></ul>
    7. 7. <ul><li>PUT THE PRODUCTS IN SPECIFIC OCCASIONS </li></ul><ul><li>HERITAGE AND LIFESTYLE </li></ul>“ The e-commerce has attempted to duplicate the “best of an in-store shopping experience” by devising sales around specific occasions or needs, such as a “summer wedding,” “date night” or “first interview.” Chris Ventry, general manager of Gilt Man
    8. 8. <ul><li>Questions: </li></ul><ul><li>What’s everyone wearing on casual Friday? </li></ul><ul><li>What's your go-to piece of casual weekend wear? </li></ul><ul><li>Would you dress up at your first job interview or keep it rather sportily elegant? </li></ul><ul><li>Would you ever wear fingerless gloves? </li></ul><ul><li>What are you wearing to Thanksgiving dinner? </li></ul><ul><li>Suggestions: </li></ul><ul><li>This light suit from SS 11 collection is a perfect fit for a summer wedding – will keep you fresh and elegant in the same time. </li></ul><ul><li>Add a dash of color to your office attire with this bright knitted tie. Not sure what shirt to wear it with? Try it with this … </li></ul><ul><li>CONTENT EXAMPLES </li></ul><ul><li>HERITAGE AND LIFESTYLE </li></ul>
    9. 9. <ul><li>QUALITY </li></ul><ul><li>KNOWLEDGE OF THE PRODUCT </li></ul><ul><li>“ While women tend to take a more casual approach to buying, for men focus is on the utility and </li></ul><ul><li>quality of the product.” Uri Minkoff, Ben Minkoff’s CEO </li></ul>
    10. 10. <ul><li>“ HOW TO” </li></ul><ul><li>KNOWLEDGE OF THE PRODUCT </li></ul>
    11. 11. <ul><li>STYLE TIPS </li></ul><ul><li>KNOWLEDGE OF THE PRODUCT </li></ul>“ Men really like to be inspired or told what to wear and how to wear it. A lot of guys like to learn about other ways to wear what they have.” Mario Muttenthaler, Mr Porter’s head of sales and marketing
    12. 12. <ul><li>NEW ARRIVALS, DESIGNERS, TRENDS </li></ul><ul><li>KNOWLEDGE OF THE PRODUCT </li></ul>
    13. 13. <ul><li>PERSONAL SHOPPER </li></ul><ul><li>PRODUCT KNOWLEDGE </li></ul>
    14. 14. <ul><li>Our Creative Director, Mr Bossi, has chosen the 10 outerwear types that really caught his eye this fall, like this one (shop now at ….). See all Mr Bossi ’s recommendations ... </li></ul><ul><li>The tie can work as well with a suit as it does with a casual outfit, as increasing numbers of men are discovering. This season we recommend one or two from Gucci . The classic black silk one is a good way to start your collection (shop now at …..)  </li></ul><ul><li>The editors of GQ picked their favorite pieces from ZZegna for December. </li></ul><ul><li>Armani Man Essentials: 5 Things Every Guy Should Own </li></ul><ul><li>Double breast cashmere jacket. “How to wear it” advices from fashion blogger Realnob. </li></ul><ul><li>Style test: Cashmere tie or silk one? Tell us which would you prefer to wear with a suit and take a closer look at your favorite. </li></ul><ul><li>Silk tie: www…. </li></ul><ul><li>Casmere tie: www… </li></ul><ul><li>EXAMPLES </li></ul><ul><li>PRODUCT KNOWLEDGE </li></ul>
    15. 15. <ul><li>GUEST BLOGGERS </li></ul><ul><li>STYLE GUIDE </li></ul>
    16. 16. <ul><li>PHOTOS OF FASHIONABLE MALE CELEBRITIES </li></ul><ul><li>STYLE GUIDE </li></ul>
    17. 17. <ul><li>WISHLIST CHOSEN BY FEMALE </li></ul><ul><li>STYLE GUIDE / IDEAS </li></ul>“ Men appreciate a woman’s point of view when it comes to style.” Mario Muttenthaler, Mr Porter’s head of sales and marketing
    18. 18. <ul><li>KEY WORDS </li></ul>

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