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Online fashion: How to sell fashion to men in 2023

London’s Menswear Fashion Week, Now Renamed London Fashion Week Men’s (LFWM), Revealed the Latest Collections from Esteemed Brands Including Barbour, Topman, Burberry, and Savile Row this June advising how to sell to men in 2023.

The latest data from Mintel indicates that menswear now contributes an astonishing £14.3bn to the UK economy. With a staggering 70 per cent of men’s shopping now taking place online, the prospects for retail marketers who can effectively adapt male fashion trends from the runway to the digital realm are immense.


Engage Them on the Digital Runway


This year, LFWM saw an explosive social media buzz, with almost 120,000 tweets sent using the official hashtags. This impressive number underscores the potential for brands to connect with men through social media. By targeting male consumers with captivating, personalised content and products reflecting their tweets, brands can effectively guide them through the purchasing process.

In today’s fashion landscape, several brands are making a name for themselves through masterful social media strategies. Take Burberry, for example. This year at LFWM, Burberry maintained a commanding presence across all social media platforms, notably crafting Instagram Reels of their “modern-classic runway”.
It is imperative that menswear brands ponder how social media integrates into their digital marketing tactics. Research suggests that men tend to thoroughly explore their purchases before finalising. As such, brands need to equip their social media pages with information to effectively reach men with pertinent details through their preferred channels. Furthermore, brands can leverage sponsored tweets with compelling visuals on Twitter to build an engaging and focused presence.
Consumers are not interested in being bombarded with unrelated content on social platforms. Brands must ensure the delivery of pertinent, captivating content that resonates with consumers while they peruse social channels.


Tempt Customers with the Allure of Pop-Ups


This year’s LFWM witnessed the continued popularity of the pop-up trend.
Pop-up shops, which gained traction in retail around 2014, have not lost their appeal. These temporary stores serve as more than just a gimmick; they forge a connection between the digital and physical realms. For e-commerce-centric retailers, establishing a temporary physical outlet can bolster brand recognition and customer engagement by inviting consumers to experience the products firsthand.

However, the potential goes beyond merely generating foot traffic. With the integration of innovative technology, retailers can amass extensive data on their customers and target demographics through these ephemeral stores. This data enables them to gain insights into customer shopping behaviours and preferences, which can be used to refine marketing messages to cater to their audience.


Turn Live Streams into Revenue Streams


LFWM offered an alternative avenue for brands seeking to reach consumers: video. Brands like Topman and institutions such as the London College of Fashion made a splash by live-streaming videos from the catwalk to dedicated microsites, exhibiting their freshest styles.

Though live-streaming may not be viable for all, video remains an incredibly potent yet underutilised marketing instrument in the fashion domain. Enticing visual content with audio engages multiple senses – consumers crave seeing how garments appear in “real life” rather than on lifeless mannequins in photos.
Brands need to explore how they can leverage video to blur the lines between e-commerce and media. While videos serve as superb marketing tools, interactive videos that are skilfully crafted can also motivate consumers to act. Brands should contemplate collaborations with content publishers capable of transforming this imagery into shoppable content, consequently shortening the path from discovery to purchase. Consumers will appreciate the seamless shopping experience, which also offers a more immersive brand interaction.


Mark Haviland is MD of Rakuten Marketing Europe.


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