A lot of men HATE shopping for clothes, and I don’t blame them.
In a recent study*, researchers found that women possess a more acute shopping awareness and higher expectations. On the other hand, after generations of relying on women to shop effectively for them, men’s interest in shopping has atrophied.
Men have a lot to learn.
According to Wharton marketing professor Stephen J. Hoch, shopping behavior mirrors gender differences throughout many aspects of life. “Women think of shopping in an inter-personal, human fashion and men treat it as more instrumental. It’s a job to get done.”
(Shout Out to the Husband Chair)
Clothing stores are designed for women.
If I may generalize for a moment…Women enjoy the process of shopping—taking their time, looking at all the different possible options, and hunting for the best price. To them, it’s about the experience. It’s actually fun for them.
So, when you think about the typical clothing store, it reflects that: a sea of colors and sizes and choices. It’s overwhelm on purpose. Because apparently “chicks dig that.”
Time to Disrupt Men’s Retail
All this time, we thought we hated shopping? No, we just hate shopping the way women do it.
But all these times we’ve tried to go “shop for clothes,” what have we done? Just what our mothers (most likely) showed us: go to the store, look at what’s there, and see if anything looks good…or worth buying.
And how fun was it? Not fun at all.
Why doesn’t this shopping technique work for us? Well, it’s trying to fit a round peg into a square hole—we’re just not wired that way.
So, what’s the solution? How can we start shopping more like women without having to shop more like women? How do we start putting thoughtful consideration and effort into shopping and still enjoy the experience? Easy. We redefine shopping.
Alton Lane: Redefining Premium Custom Menswear
Alton Lane has reimagined the traditional store and built a shopping experience unlike anything out there for guys like us.
Forget about facing an overwhelming wall of racks and not knowing where to start. Forget about trying on a million things in an effort to find something that fits. Forget scouring the store for staff to assist you. Forget the defeated shuffle to the nearest chair to await the sweet release of death. Forget all of it.
A Private Appointment That’s All About You
Your private, one-on-one experience starts at our design bar, where our Style Experts listen to your clothing needs and get to know your preferences.
Precision Fit
We’ve developed a modern bespoke approach to deliver a precise fit based on your individual body by using our 3D body-scanning technology, select hand measurements and sample garments that allow us to gain more insight into your personal preferences on fit and cut.
Finding The Perfect Fabric
We work closely with the best fabric mills in the world to offer a wide range of premium fabrics across multiple seasons, styles, and price points. With over 3,000 fabrics in every showroom and a curated selection online, we help you find the fabric that is just right for you.
It’s All In The Details
From premium linings to real horn buttons, contrast stitching and numerous customization options, we help you personalize each garment to match your style and personality.
Oh, did we mention the complementary drinks?
— Beat THAT, ladies. —
Conclusion: Shopping can actually be fun.
Turns out buying clothes isn’t so bad after all. You just have to unlearn what you thought you knew about shopping and raise your expectations.
FIND YOUR PERFECT FIT
We invite you to discover a new world of bespoke, where clients have the opportunity to design every detail of their garment. Select each element, from the fabric to the color of the stitching on your buttons, with a drink in hand – the way it was meant to be.
*“Men Buy, Women Shop,” by Wharton’s Jay H. Baker Retail Initiative and the Verde Group, Toronto.
