LIVING LIFE WITH PASSION AND STYLE™

MAKE IT EASY FOR GUYS TO SHOP…A PERFECT STORE FOR HIM

Some guys dread even the word “shopping.”  It means being trapped in the mall, outlet, or department store causing mental hyperventilation. They have no interest in finding the bargain: the experience of exploration this way. So retailers need to find diversions to help this. A jewelry store on the North Shore smartly has a big flat screen tv mounted on their wall with the latest and greatest surf footage. What a great idea because it keeps his attention, while relieving stress for any woman to shop at her leisure. Other stores have comfty sofas, a plethora of magazines, and food and drink. Ah yes, get to his stomach and satiate him. That is another answer! However, what if he needs something, but always procrastinates because he rather be outside surfing, golfing, hiking, running, or heaven help you, working. Well, if you are catering to men, this store in San Francisco proved to be an ideal shopping model for men: Cafe Coton. The store I saw had rows and rows of beautiful, cotton shirts displayed and grouped according to prints. It was a small store, but I found it very interesting as men would come in, tell the sales clerk his shirt size, pick it out from the rows of prints, (most likely not even try it on!), buy it, and be out the store within 15 minutes or so. It certainly was becoming a sociology issue to ponder. The store had a niche: upscale, collared, long sleeve shirts; ties; socks; and briefs. Guys bought it even if it may be a little more expensive than I think most may be willing to pay for a long sleeve shirt because it was easy, a very quality product, standard in the sizing, and it just looked great. A sure confidence booster and versatile to wear for day, business, paired with jeans, or an evening event.  I loved all the shirts and I don’t even think Cafe Coton does much marketing in the US.

I think everyone -the guy with the affliction, the woman who has a guy like that, or the retailer itself- can learn from this model: make the experience easy with definite organization of the inventory, reasonable price points, planning, and diversions. No big heaps of clothes to sort through or racks and racks of inventory to browse. Easy. Simple. Uncluttered. Maybe this can be applied in real life as well?  As a minimalist at heart, it speaks to me, but it is just so hard to maintain. Observe the stores out there and maybe you will have some tips to share!

-Stephanie