Working in an allocated team (6 members) we were asked produce a fashion magazine for a specific consumer group. Our target consumer was a 55+ male with a fair amount of disposable income. Within the articles throughout the magazine, our team had to analyse the selected product across all market levels, comparing elements of the marketing mix. Different forms of marketing communication were to be presented throughout the magazine.

4. t h e J a z z A g e / / R E M E M B E R I N g E L L A
S a v i l e R o w
O n l i n e v s I n s t o r e
I d r i s E l b a / / N E W B O N d
m a l e g r o o m i n g / / B E A R d S B E A R d S B E A R d S
1 0 b e s t p l a c e s i n t h e u k
i n t e r v i e w w i t h / / P E t E R H O L d E N ( C R E At I V E A R t d I R E C t O R )
m a n a b o u t t o w n
i n t e r v i e w w i t h / / J O H N E W E N ( B I K E R )
p r a c t i c a l s t y l i n g f o r t h e b r i t i s h m a n / / Au t E R M N W I N t E R 2 0 1 5
e n g l i s h f o o d t u r n e d g o u r m e t
m a n o f h i s w o r d / / R E C R E At E S A N d Y WA R H O L
m a d f o r t a r t e n
o u t s i d e t h e c a t a l o g u e w i t h l i t t l e w o o d s / / S O C I A L M E d I A J A R g O N
B u S t E R
2 1
Contributors
MAN OF HIS WORD
April/2015
Creative director, Photographer + Editor
teaming up with Callum McIntyre for ‘Man about town’
editorial based upon the old inspiring the young.
Creative director, Stylist +Editor
starred in editorials photographed by Victoria Noble.
Victoria Noble
Callum McIntyre
Lydia Matthews
Natalie Hassall
Mollie Christian
Writer + Researcher
delivered us an Instore vs. Online secment, as
well as educating us in the world of ‘the Jazz
Age’
Writer + Researcher
After taking an interest in talilored menswear, Natalie has
given all the infomation on M&S’s Savile Row new collection.
As well as, delivering the 10 best places in the uK
Writer + Researcher
For this issue, Mollie has taken an interest in the
do’s and don’t of grooming your facial hair and
giving us the best tools for managing that beard.
Writer + Researcher
Reflecting on family photos, Katie took it upon her
to get an indepth interview on her biker grandfather,
John Ewen. Also, she analysises the use of social
media by the retailer, Littlewoods.
Katie Ewen
Editor’s
Here at Man of His Word our team work hard finding you gentlemen the
best, and most factual research regarding style, products, technology, and
life decisions. We believe the Man of His Word gets better with age like
a fine wine, and in this season’s edition we are all about dapper chappers
looking smart and handsome in blazers, and for those of you brave enough
– we are mad for hats for this season. Just call us mad hatters.
After the brilliant display of talent at LC:M this year, we have selected
the most durable, smart, handsome, top quality collections that you can
pick and choose from at your will. Our excellent research team have also
tracked down where you can get equal quality products for a fraction of
the price, and in this month’s issue we have focused on the grooming of
your fine beards, because we know the Man of his Word wants to look
good enjoying life.
In this edition we research (so you don’t have to) whether it’s more benefi-
cial to shop online, or where to go when your better half drags you to the
high street! We know the pain. In addition, we have investigated Marks
and Spencers Saville Row inspired collection to see if the hype meets the
standards, and if you could go somewhere else to get your style needs sat-
isfied whilst saving your pocket.
We know you’re enjoying the experience life throws at you, so we’ve sent
some of our team to stylist capitals of the world to capture more men of
their word and see if they’re living up to the high standards you men are
upholding! See the style images throughout this edition. On top of that,
we’ve done a little comparison of where to go in England, what to see, and
the best price for it! It’s always nice to take a trip down memory lane so
we are looking back at the greats, in this issue we remember Ella Fitzger-
ald in order to rekindle your love for the legends that have influenced the
world’s art, music, and style. We hope you enjoy this season’s edition as
much as we have making it for you. We will see you next time, keep doing
what’re you’re doing, you’re a man of his word.
Letter
Callum Anthony McIntyre & Victoria Claire Noble

32. MAN OF HIS WORd - arts MAN OF HIS WORd - editorial

33. Outside the catalogue with Littlewoods
“One brand three easy ways to shop”. As Littlewoods online
tells us, the recently developed brand is venturing into new
technological worlds to help make their original catalogue
shopping much more accessible, wherever and whenever. So
for the on the go businessman like you, is this not perfect?
I know the idea of downloading and being able to access an
app within your smart phone, with ease, seem universes away.
But fear not! Here at Man of his word we know how annoying
shopping outside of a shop can be, so what would make being
outside the catalogue any more appealing? I can tell you now,
the simple click of few buttons will feel like a walk in the park
compared to your usual signing and sending off orders. So
let us put the hundreds of pages down and together we can
venture into the application store – Outside the catalogue
with Littlewoods.
1. Step 1 – Go to Your App store, and in the
search bar type in “Littlewoods”. An icon should
come up that looks like the red icon
next to this step.
2. Step 2 – click onto this logo and the app will
automatically start downloading to your phone.
3. Step 3 – once the App is downloaded you can
click onto it and you will be lead to a starting
page, here you can click on the link in front of
you that is labeled as “Shopping”
4. Step 4 – Here you will see a variety of Tab op-
tions on the top of the page. Click on the account
option and then click Register.
5. Step 5 – this page requires you to fill in
some details and once this is complete you
have created your online account!
6. Step 6 – the final step is for you to explore
and enjoy your new easy way to shop out-
side of the catalogue, once all bank account
details and addresses have been entered, the
app will remember you. Making you shop-
ping experience short, snappy and simple.
By sticking to this 6 step guide you’ll be on your way to shopping
the easy way. Not only can you utilise the app, but also if you’re
on Facebook you can search Littlewoods online there too, it of-
fers great deals and special announcements to do with the vari-
ous brands available within the catalogue company. Change your
shopping style forever by switching to the applications on your
smart phone and your business lifestyle will be fully supported
with swift orders and even swifter deliveries. Thank us later!

34. Man Of His Word is a
fashion based, lifestyle
magazine targeting
the 55+ male. this
is a generation often
overlooked by fashion
promoters but who
have a substantial
disposable income.
this could benefit
fashion brands if
they promote to
this market segment
correctly, we have tried
to demonstrate this
through our magazine.
throughout this issue
we have focussed on a
specific product: the
classic suit. We chose
this item due to our
targeted consumers
interest in classic
tailoring. We used
various articles to
promote this item
such as features on
M&S’s Savile Row
range and how to
wear specific trends
featuring tailored
items. Within articles
we have discussed
catwalk trend features
and price points of
products to enable the
consumer to feel this is
an accessible product
for them. We have
also tried to highlight
the differences and
similarities across
product ranges from
different market levels
to encourage the
consumer to be less
risk averse in their
fashion choices and
inspire them.
Within articles
we have tried to
highlight differences
in prices points
in products from
different market
levels to encourage
the consumer to
invest in keys pieces
from luxury retailers.
We did this to
encourage advertisers
from higher market
levels to be interested
in the magazine as
they are more likely
to provide investment
in advertising.
We discussed the
retail environment in
an article covering
online and in store
retailing in order
to encourage the
consumer to feel
products were
accessible to them
and direct them to
particular retailers we
feel could invest in
the magazine. Within
the online vs. in store
article we featured a
mystery shop in order
to encourage the
consumer to relate to
the magazine through
the understanding
that we have
encountered the same
experiences as them.
Promotional methods
used throughout
the magazine
have included an
editorial, adverts, and
advertorial.
We used an editorial
presenting the theme of
‘old inspiring the new’.
Within this piece we
used a younger model
to flatter the consumer
however the theme of
‘old inspiring the new’
was used to ensure they
were not alienated and
responded to the feature
in a positive way. the
products used in the
editorial correspond
with the products used
throughout the issue in
order to continue to relate
to the consumer and the
style and products they
are interested in.
the adverts chosen for
the magazine continue
to relate to the consumer
displaying tailored
products and styles as
well as representing an
aspirational quality,
encouraging the
consumer to begin to
aspire to brands within
higher market levels. An
advertorial promoting
M&S’s Savile row range
was also used within the
issue as it tied in with
the tailoring theme as
well as being a brand
the consumer identifies
with. Although the
consumer is likely to
shop in M&S regardless
of the feature, it could
encourage them to choose
a higher priced item.
Promoting particular
brands via advertorials is
also an effective way to
generate revenue within a
magazine.
throughout the
magazine we have
tried to relate to our
consumer, featur-
ing topics he would
show an interest
in. We also tried
to inspire him and
encourage him to
spend a little more
on fashion. Although
the fashion industry
does not widely cater
to the over 55 male,
many brands are be-
ginning to acknowl-
edge there is money
to be made from this
market segment and
promote more widely
to them, thus there
is definitely a gap
in the market for a
magazine such as
Man Of His Word.
S u m m a r y
MAN OF HIS WORD MAN OF HIS WORD
C o n c l u d i n g A r t i c l e
I f y o u l i k e d M a n O f H i s Wo r d f o l l o w u s o n i n s t a g r a m :
@ M A N . O F. H I S . W O R d
Yo u c a n a l s o f i n d a l l o f t h e f e a t u r e d a r t i c l e s a n d l o t s
m o r e a t w w w. m a n . o f . h i s . w o r d . c o m w h i l e y o u ’r e t h e r e
d o n’ t f o r g e t t o s i g n u p t o o u r w e e k l y n e w s l e t t e r.
I f y o u ’r e n o t a s t e c h s a v v y y o u c a n c a l l 0 1 6 1 5 4 5 9 9 7 1
f o r a l i s t o f a l l o u r s t o c k i s t s .
I n n e x t m o n t h s i s s u e w e’ l l b e l o o k i n g a t s e n i o r b l o g g e r s
a n d t h e o l d e r g e n e r a t i o n w h o a r e c r e a t i n g a b u z z i n t h e
o n l i n e w o r l d a n d f e a t u r i n g s o m e o f t h e s t y l e b l o g s c r e -
a t e d b y y o u ! C o n t a c t u s i f y o u ’d l i k e u s t o f e a t u r e y o u ’r e
s t y l e b l o g a t s e n i o r b l o g g e r s @ m a n . o f . h i s . w o r d . c o m
We’ l l a l s o b e l o o k i n g i n t o h o w a m a t u r e g e n e r a t i o n i s
f e a t u r i n g i n m o r e a n d m o r e i n f a s h i o n c a m p a i g n s a n d
s p r i n g s u m m e r 1 5 ’s b i g g e s t t r e n d s .