IN SPOTLIGHT: MANN
In SPOTLIGHT, we take a closer look at shops, their brands and buying behaviour. This week: MANN,
Open since: February 2012
Labels like: Denham, Filippa K and Carhartt are the three biggest brands in my store. It depends on the season, in winter for example, we sell a lot of Canada Goose and Penfield. A strong newcomer is Samsøe ? Samsøe and recently we start selling shoes from Filling Pieces.
Customer description: Our main audience is the young adult around 30 years old. Nowadays this line is fading away, it is not really about age but about the way you look at life. A man of 40/50 can succeed perfectly here.
What do you do ‘extra’ in (difficult) times like these? I started this store in a difficult time. We try to distinguish our self from other stores by adding lesser-known brands to our collection. The consumer is very good informed nowadays, so I can easily choose new brands, instead of well-known brands. For me the most important reason to open this store is to approach the customer directly from ‘the brand’ MANN. For example, when a customer comes in to buy a Tommy Hilfiger jeans, they walk out with a Lee jeans because they trust ‘the brand’ MANN. A few times a year we organise an event in our store, every period with another theme. For example themes like Coffee & Denim or Bubbles & Denim. With these events we try to extend the store experience.
How do you compose a collection? I bring labels together from which I think, will be a strong addition to a men’s wardrobe. Every label has a powerful piece of clothing which represent the brand. These pieces come together in my store, in this way I try to sell the best of each brand.