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Fashion Brands, 3rd Edition by Mark Tungate

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15

Targeted male

Men don’t buy fashion – they buy clothes.

Sean Connery, Michael Caine and Steve McQueen. Cary Grant and Humphrey Bogart. Maybe a hint of James Dean and early Brando. Sinatra when he was recording for Capitol. Al Pacino in Scarface. The guys from Reservoir Dogs and Pulp Fiction. These are the sort of men we would like to emulate, if we had the looks or the charisma. We can, at least, aspire to the clothes – which is why adult men’s fashion tends towards the conservative. Most of us don’t care what the male models on the catwalks are wearing; we’d much rather resemble our icons. And so, in offices and on the streets, men’s fashion barely changes from season to season. A button more or less, double- or single-breasted, the colour ...

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