COLLECTION NAME:
Graduate Thesis Collection
Record
Title:
The Modern Man: Engaging the Millennial Male
Creator:
Lucio, Rebecca
Subject:
Thesis (M.F.A.) -- Luxury and Fashion Management
Subject:
Savannah College of Art and Design -- Department of Fashion
Rights:
Copyright is retained by the authors or artists of items in this collection, or their descendants, as stipulated by United States copyright law.
Abstract:
The women’s wear industry has always been focused on fashion. Typically, women have
been the major consumer of fashion and luxury. However, recently, the male fashion consumer
has begun to flex his muscles. Luxury menswear has increased 5.3 percent in sales in the last
two years in a growing industry, accounting for 5.6 million of sales. Shying away from
traditional stores and marketing, the millennial man is looking for something new and innovative
that will set him apart from his peers. As the millennial man comes of age in a world that
embraces self-expression through fashion, how does the luxury industry engage this generation
of male consumers that is in touch with the consumer market more than ever before?
been the major consumer of fashion and luxury. However, recently, the male fashion consumer
has begun to flex his muscles. Luxury menswear has increased 5.3 percent in sales in the last
two years in a growing industry, accounting for 5.6 million of sales. Shying away from
traditional stores and marketing, the millennial man is looking for something new and innovative
that will set him apart from his peers. As the millennial man comes of age in a world that
embraces self-expression through fashion, how does the luxury industry engage this generation
of male consumers that is in touch with the consumer market more than ever before?
Publisher:
Atlanta, Ga. : Savannah College of Art and Design
Date:
2014-03
Format:
PDF : 124 p. : ill