By: Evan Marshall
As a male when it comes to shopping for clothes we usually fall into one of three different categories. Category one is the “in and out” guy in that he knows exactly what he wants when he leaves his house. He says to himself I need a new pair of khakis so he drives to the mall walks into Macy’s heads to the pants section, grabs the first basic pair of pants he sees and is on his way. Now there is nothing wrong with the “in and out” guy but he just doesn’t really care enough about his clothes to actually look around. He is the kind of guy that every time he goes on a date with his girlfriend some part of his outfit is something that she purchased for him.
The second category and the one that the majority of us fall in is the “this looks good” guy. This is the guy that will actually take the time to go out shopping with his crew every now and then. He is aware what is on trend and takes pride in keeping himself up to date with the styles. You will see him shopping at both boutiques and malls but he knows what he likes and sticks to what he knows. He doesn’t really push the limits too much with his outfits because he is not 100% sure how it will be perceived.
The third category is the “hmmm let me try this” guy. This is the man that we all look at as the real fashionable one in the crew. He is willing to push the limits and try things that we all respect. While most of just us say that’s hot but I don’t know if I could pull it off. He is the shopper that can spend 3-4 hours out shopping by himself because he enjoys the hunt. He enjoys finding unique pieces and building complete outfits while he is shopping. Everything that he buys is purchased with a stylistic purpose.
Each of us individually as consumer regardless of which type of male shopper we belong to are influenced by the marketing strategies of the stores we shop. Whether it is your favorite boutique store in which you kick it with the crew while you shop or its wandering around Nordstrom’s hoping that the fine sales associate you saw a couple weeks ago happens to assist you this time. The end goal of each store is to get you to spend more money than you originally planned. One of the people behind those marketing strategies to make you go broke is Adam Kessler. Adam has worked as the lead marketing manager within the corporate headquarters of three of the nation’s biggest retailers. All the while building his own lifestyle brand, Fresco Goods that has been worn by LeBron, N.E.R.D., Mick Boogie, Diplo, and Asher Roth. It is his job to enhance the aesthetics of your shopping experience and make it enjoyable. Whether you are Mr. In and Out, Mr. This Looks Good, or Mr. Hmmm Let Me Try This. Recently I had a chance to interview Adam and pick his brain on a myriad of topics ranging from influencing the shopping experience to that Midwest swag
Read the interview after the jump
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