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Marketing to Men
April 11, 2007
I live in a city where Fortune 500 companies are on every corner of Charlotte’s downtown area. I stood in a line at Quiznos and couldn’t help but notice the young corporate entrepreneur standing in front of me with a Rolex Watch. Another gentleman with an Armani Suit and diamond cuff links and even a man sitting outside with his subtle yet classy titanium bracelet that just happened to slip under the cuff of his shirt so that I could get a quick peek. To these men, wearing high-end jewelry has become a matter of prestige.
Jewelry is like wearing a piece of clothing, it defines who you are…whether you like to show-off your sense of style, be respected or even admired. I’ve observed more and more men buying one of a kind bracelets or a prestigious watch to help celebrate or commemorate their successes in life. However, I still notice women spending less money on jewelry for their men then on electronics. Are jewelers not marketing enough specifically to men? I tried to think of a jewelry commercial dedicated to men…nothing is coming to mind except for watch ads? Now…electronics, I can think of a bunch that cater to only men and ones that are now catering specifically to women. (Target specific marketing for the same item but with a completely different vision dependent on the sex of the individuals they are trying to market to).
Are they’re any brands out there that you find men are inquiring about? Do you advertise your men’s jewelry lines? Do you market specifically to male customers? Do you have separate packaging for men’s jewelry and gifts (not so girly and frilly with all the ribbons)?
Since, this new trend of men wearing jewelry has become so prominent do you find that stainless steel sells better then gold or platinum? Is it a price issue? I always thought white gold and platinum made a bolder statement then silver…but these days’ consumers can’t tell…hell, I can’t even tell unless I’m holding the piece. Like many, you might never know if it’s one of the “other white metals” that have become so popular (stainless steel, titanium, tungsten, palladium, white gold, or platinum). Maybe this is a niche worth seeking…carrying multiple men’s jewelry lines in addition to the numerous women’s lines your store carries.
Posted by Shanu Singh Guliani on April 11, 2007 | Comments (0)
