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Branding the Man: Why Men Are the Next Frontier in Fashion Retail Hardcover – August 25, 2009

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Editorial Reviews


Praise for
Branding the Man: Why Men Are the Next Frontier in Fashion Retail

“If you are interested in retailing for men, Branding the Man is an informative read.”–Sir Paul Smith, chairman, Paul Smith Limited

“The tender gender gets deconstructed in Bertrand Pellegrin's delightful book on men's shopping behavior. Branding the Man is a thoughtful and practical guide for the global retail community as well as for anyone who has ever been mystified by the sense and sensibility of the American male consumer.”–Paco Underhill, author of Why We Buy: The Science of Shopping

"Branding the Man is a fascinating deep dive into the psyches of male shoppers, but it also teaches a few good lessons about men as partners, colleagues and friends. Whether you're a retailer or a consumer, you'll find yourself saying 'So, that's why guys do that!'–and learn how to respond."–Jayne O'Donnell, retail reporter for USA Today and co-author of Gen Buy: How Tweens, Teens, and Twenty-Somethings are Revolutionizing Retail

"Branding the Man is a must read for anyone interested in men's fashion. Bertrand Pellegrin uniquely explores the evolution of men's fashion and offers insights into the relationship between the consumer and the retailer."–David Pilnick, senior vice president of international business ventures, Saks Fifth Avenue

"Brilliantly captures the world of retailing in the twenty-first century. Written in a uniquely entertaining style, Branding the Man is unusually astute in examining the basics of a successful business."–Wilkes Bashford, founder, The Wilkes Bashford Company

About the Author

Bertrand Pellegrin is a global retail and brand development consultant specializing in strategic positioning, customer insight, and creative direction for a broad range of projects in experience retail. Previously he was a senior retail strategist with Gensler Worldwide. His extensive experience in Asia includes posts as the Asia-Pacific director of marketing for the luxury department store Lane Crawford (Hong Kong) Ltd. He has also provided his expertise as a brand development consultant for Louis Vuitton (LVMH), Gucci, and Lotte Department Stores in Korea, among others. Mr. Pellegrin is also a veteran of U.S. network television, producing and directing numerous award-winning news, documentary, and entertainment programs for which he has received over fifteen awards including three Emmy Awards for excellence.

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Product Details

  • Hardcover: 224 pages
  • Publisher: Allworth Press; 1st edition (August 25, 2009)
  • Language: English
  • ISBN-10: 1581156634
  • ISBN-13: 978-1581156638
  • Product Dimensions: 6 x 6.3 x 9 inches
  • Shipping Weight: 1.3 pounds (View shipping rates and policies)
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Best Sellers Rank: #1,713,631 in Books (See Top 100 in Books)

More About the Author

Bertrand Pellegrin is the founder and director of b. on Brand Consulting, LLC (formerly BP Consulting, Ltd.)

He has consulted for such clients as Louis Vuitton (LVMH), Lotte Shopping Group, Bank of America, The North Face, Yum Brands, and the San Francisco International Airport, among many others.

Previously he was a senior retail strategist with the San Francisco office of Gensler Worldwide, where he was instrumental in the development of major placemaking projects throughout the Asia Pacific region. Mr. Pellegrin developed the naming, placemaking, and brand positioning for such projects as the Shanghai Tower in Pudong, China, and New Songdo City, in Incheon, South Korea.

Mr. Pellegrin's leadership experience in Asia included positions as the director of marketing for Lane Crawford (Hong Kong) Ltd., Asia's premier luxury department store, where he oversaw the growth and expansion of the brand's Hong Kong and Mainland China presence. Prior to that he was a consultant and senior executive with Lotte Shopping Group in Korea, for whom he orchestrated the development of Avenuel, a 32-story luxury multibrand and entertainment experience in Seoul, South Korea.

His first book, Branding the Man: Why Men are the Next Frontier in Fashion Retail (Random House/Allworth 2009), which examines the evolution of the male consumer and offers a strategic branding approach to men's retailing. He has also written for Design and Display Ideas (DDI), the Wharton Real Estate Review, SOMA Magazine, and is a regular contributor to the San Francisco Chronicle where he writes about fashion and design.

Mr. Pellegrin is also the recipient of over a dozen national television awards including three Emmys for his work as a broadcast television director and producer, and has appeared as an expert on such programs as the Discovery Channel's "Mythbusters" and NBC's "Today in New York," among others.

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2 of 4 people found the following review helpful By Midwest Book Review on November 16, 2009
Format: Hardcover
BRANDING THE MAN: WHY MEN ARE THE NEXT FRONTIER IN FASHION RETAIL offers an outstanding guide to male fashion and comes from a brand development expert who answers the question asked by store managers on how to get men to shop. From areas men feel comfortable in to fashion feelings and how modern men have changed attitudes on shopping, this is packed with solid insights.
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