By Mark Tungate

Branded Male discusses the evolution of the male client and the efforts of sellers to faucet into the underdeveloped male industry. utilizing a customary sleek male's weekday as a template, the e-book considers all of the possibilities for advertising to him and the easiest how you can take advantage of those possibilities. via this template, Branded Male examines male-centered branding in components as assorted as automobiles, eating places, expertise, type & grooming, bars, gyms and books. Tungate additionally lines the evolution of the male patron over the process the prior years, delivering perception into how advertising specialists have effectively detailed males.

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Although spend on menswear is growing, it is falling as a share of overall fashion sales. In the UK, for example, the menswear market grew by 13 per cent to £9 billion between 2001 and 2006, while spend on womenswear increased by 20 per cent. Men have 40 per cent fewer shops devoted to them than women. The situation may not be as bleak as it appears, however. As men’s approach to grooming evolves, they are also becoming more concerned about their attire. They have a renascent interest in cut and colour, and have accepted that dressing well does not denote lack of masculinity.

The accusations have never gone the distance, but they sting. 22 Branded Male For the time being, though, Gillette can feel confident of its position as one of the few genuinely global male-oriented brands. 5 billion worth of blades and razors, with net earnings of US$781 million. It has also proved adept at marketing male skincare products around the shaving ritual, launching ‘pre- and post-shave’ gels and balms to accompany each of its razors. Both the Mach3 and the Fusion models came with a ‘family’ of tie-in potions to help consumers achieve the perfect shave.

The harnessing of male icons, as discussed above, is an increasingly sure route. The promise of practical results is another. While Axe had successfully played since its 1983 launch on the idea of ‘The Axe Effect’ – a scent that makes its wearer irresistible to women – it had problems expanding into the shower gel market, because users felt that any potential effect was literally Skin 29 washed down the drain. Brand owner Unilever and its advertising agency Bartle Bogle Hegarty tackled this challenge by re-booting the functionality factor.

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