1. MARKETING
TO MEN

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
.
.