Men’s fashion is straightforward and fuss-free – but men’s fashion marketing? That’s a different story.

It has long been a challenge for marketers to market garments for males. When done wrong, men's fashion marketing can be lackluster or stiff.

To appeal to this customer segment better, we have to understand how men’s fashion has changed. 

Largely due to societal expectations and gender norms, men are expected to dress in a certain way. 

The clothes on offer come in the same styles and even the same colors. How many times have you seen black pants, a white shirt, or a camel jacket on store clothing racks?

Thankfully, the trends are changing. Men’s fashion was long overdue for a refresh and that’s exactly what is happening.

There’s also the question of accessibility.

Today, it's easier for men to access well-made clothes that express their personal style, regardless of their fashion expertise or budget. The options are endless and diverse.

On top of this, men are now more likely to be interested in how they dress and particular about their appearance. It’s not just a woman’s pursuit anymore to look stylish and trendy.

To be competitive in a cutthroat market, men’s fashion brands need to develop resources (such as style guides), inclusive and practical wardrobe choices, and customization services.

Brands also need to acknowledge the need for clear guidance and versatile clothing options. 

If you want to learn more about how to market a men’s fashion brand successfully, we’re happy to share valuable digital marketing insights from the best menswear brands we have on Panoramata.

7 Effective and Unique Ways to Promote Menswear 

Announce new arrivals regularly

Make your subscribers look forward to your new product releases just as much as they look forward to the holidays.

You can implement email marketing campaigns to keep them informed about the latest additions to your collection.

Offering exclusive previews or early access to email subscribers can help create a buzz around your new arrivals, making the customers itch for the product launch.

Sharing new arrival emails regularly increases customer engagement, drives traffic to your website, improves sales opportunities, and strengthens brand loyalty.

Suitsupply is a great example of a brand that consistently shares updates about its new items through newsletters.

Here are some emails showing that Suitsupply always offers fresh and exciting options to their customers.

One notable strategy that they implement in these emails is the use of high-quality visuals to spice up the copy.

Share style guides for specific occasions

Dressing up for special occasions can be difficult especially since fashion trends is always evolving. 

Some factors make the attire selection confusing such as location, weather conditions, and expectations from peers.

As a men's fashion brand, you can end the perpetual "What do I wear?" question by addressing common wardrobe challenges.

Remember, your customers want to look and feel their best during memorable events. Grasp this opportunity to highlight your most suitable products and showcase your style expertise.

You can create curated style guides and lookbooks that showcase outfits suitable for various occasions, such as business meetings, casual outings, or formal events. 

Provide detailed descriptions of each ensemble, including styling tips and accessory suggestions.

Don't forget to use high-quality visuals and engaging content to help the customers envision how your products can be worn in different settings.

By doing so, you can provide authentic inspiration to your customers that will turn them from being worrisome to confident gentlemen.

These emails from UNTUCKit demonstrate the brand's mastery of men's outfits.

Send an email series about an upcoming sale or promotion

Sending emails promoting discounts for ongoing or upcoming marketing opportunities serves multiple purposes. It increases sales creates excitement around your brand, and helps to clear out excess inventory.

To maximize the effectiveness of these email campaigns, you can consider segmenting your audience based on their preferences and purchase history. This allows for more personalized and targeted promotions. 

Additionally, create a sense of urgency by offering limited-time discounts or exclusive deals like what Bonobos does here.

They often send a series of promotional emails for the same event. For instance, they sent five emails for the spring season, offering a 25% discount. 

In the first four emails, they used enticing subject lines. The last email adds urgency with the subject line: "25% Off for 25%  ENDS TOMORROW..."

‍

While it's good to create and announce regular promotions, it is not advisable to annoy your audience's inboxes with purely sales-related content.

To maintain a steady flow of interest in your emails, it is crucial to diversify your marketing strategies with a mix of product showcases, styling tips, and other thoughtful information.

The following examples can help create your content mix.

Provide fashion advice

Sharing style tips and fashion advice via newsletters keeps your audience informed and inspired.

It builds trust in your brand as an authority in menswear and increases the likelihood of conversion.

For some men who are not well-rounded when it comes to fashion, it can be challenging to keep them interested in your offers.

We recommend that you consistently engage them with good-quality content to prime them first. 

Asking them to buy right away might not be effective at this point, even if your discounts are good. Establishing rapport can yield positive results.

ASKET and Bonobos best exemplify this approach.

In this email, ASKET created a shirt guide educating their audience on various types of shirts while showcasing the versatility of their products.

The copy goes on to feature each of the 4 types of shirts using high-quality visuals and detailed descriptions of their features and qualities.

Bonobos taps into the fall season's need for appropriate outfits and curates a style guide geared toward creating a unique style.

Address wardrobe issues

Addressing common wardrobe problems can be an effective way to engage with your audience and provide valuable content.

You can create a series of emails that tackles specific issues men face when it comes to their wardrobe. 

You can include topics such as how to properly care for different types of fabrics, solutions for ill-fitting clothes, or guides to making their outfits versatile.

By offering practical solutions to everyday challenges, you can position your brand as a trusted resource.

These types of content also improve the overall customer experience and help in getting bulk purchases.

It is important, however, to have a deep understanding of men's clothing before formulating solutions.

The foundation for addressing customer challenges lies in understanding their specific needs and pain points. This conception allows your company to develop targeted solutions and consequently enhance customer satisfaction.

ASKET demonstrates this approach by sending informative emails focused on addressing a wide range of wardrobe needs.

Through these emails, ASKET can acknowledge the issues of keeping an ideal closet one can rely on day in and day out.

The use of a diagram in the banner makes the topic easier to digest and catches the readers' attention.

Explain why sustainability is a good thing

Sustainability in fashion is not just a trend but a crucial step towards a more responsible and ethical industry.

Businesses embrace sustainable practices to reduce their environmental impact, conserve natural resources, and promote fair labor practices.

This approach resonates well with increasingly eco-conscious consumers as they seek brands that align with their values. 

You can also try to engage with audiences who have not realized the value of sustainability. In this case, educating them about the benefits of sustainable fashion is key to driving change.

These advertisements from Buck Mason highlight their use of domestically grown materials, their support for local manufacturing, and environment-friendly products.

Emphasizing the durability and timeless nature of sustainable clothing as Buck Mason does can help shift consumer mindsets from fast fashion towards investing in high-quality, long-lasting pieces.

Offer customization and fitting guide

Offering customization options and fitting guides can enhance the customer experience in men's fashion.

Customization allows customers to tailor their garments to their specific preferences, ensuring a perfect fit and personal touch.

A detailed fitting guide helps them understand how to measure themselves accurately and choose the right size for various clothing items.

Bonobos understands the importance of wedding outfits to men and looking perfect on the big day. That's why they offer customization services on pants.

This image ad is an interactive approach to finding the perfect fit, i.e. using a "Fit Quiz".

Additionally, in their ads for wedding attire, they advertise in-person styling services with a free appointment.

These forms of services not only reduce the likelihood of product returns but also increase customer satisfaction and confidence in their purchases.

With the above key points, we hope you've found innovative ways to connect with male consumers and represent your brand's value.

The art of dressing for men remains challenging though, so stay focused and continuously develop a strong foundation for your marketing.

Frequently Asked Questions

1. What are the recent trends in the men’s fashion industry?

The men’s fashion industry has shown a shift from traditional, limited clothing to more diverse styling options, making the brands develop more resources to showcase the versatility and inclusivity of their products.

2. How do brands promote fashion for men in their content marketing?

Many menswear brands create compelling content in their email and paid advertisements by sharing a mix of product showcases, styling tips and wardrobe advice, behind-the-scenes glimpses, and customer testimonials.