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Men’s fashion retailing has grown beyond the department store with the evolution of boutique-style shops catering solely to the demands of today’s style-savvy male customer.
Not so long ago men’s clothing suffered from limited selections with the most stylish brands only available through very rare haute boutiques and ‘gentlemen’s outfitters’. The expansion in this retail sector has created more options, higher expectations and greater demand. Fueling this growth are the glossy guy-lifestyle magazines as a result of which, men are turning into fashion aficionados and are now more likely to spend considerably more than $100 for a pair of jeans and over $50 for cool t-shirt.
The way in which the male customer shops, is still quite different from the female shopper. The male shopper usually knows what he is looking for and goes to a store specifically for that item, where a female shopper is more likely to browse until she finds something that peaks her interest. This is why the male dress form or suit display forms are so important to men’s clothing stores; the male shopper doesn’t spend a lot of time visualizing outfits and potential combinations. The male dress form allows clothing combinations to be fully dressed and taken in at a glance. These display forms can be placed throughout a store and in addition to being a compelling making tool, they help to simplify the male shopping experience.
