The fashion industry is learning the hard way that men and women are not the same. They engage and shop differently in the digital sphere, so they have to be addressed differently.
Some leader brands such as Coach, Mr Porter, Gilt Man, Park&Bond got it earlier than others and are tapping into their male audiences with a strategic approach that deserves to be mentioned and even copied from other male fashion brands.
Whether ingesting rich editorial content from Mr Porter; interacting with Coach’s new men’s Facebook page, or tapping into Park&Bonds’ expertise in style suggestions for modern men, one thing is clear: Men are as into fashion as ever, and brands need to find innovative ways to engage the male audience.
In general there are the same rules like elsewhere: While women like to talk and comment, gossip, look at celebrities pictures, with more frequency, men are more practical and prefer to be addressed with ready solution about their need or a style suggestion. No, they don’t buy on instinct.
For more details of the topic I suggest the article on “Women’s wear daily”: Fashion’s Next Frontier for Social Media.
I put the best practices of the brands mentioned above in a light ppt format.