WWD featured men’s basics brand Mack Weldon in an article on the unconventional methods the men’s underwear labels are using to market and sell their products.
The piece examines how Mack Weldon is capturing the attention of men using a more casual and inclusive approach.
From the article…
Traditionally, putting a muscular model or athlete on a billboard wearing underwear was standard, but as more men are actually buying their own boxers and briefs — according to the NPD Group, the amount of women purchasing underwear for men has decreased from 75 to 25 percent over the past few years — brands are speaking to men in a more relatable way and ensuring that their shopping experience, whether it’s online or in-store, is less convoluted
“Consumers have become more and more desensitized to ads,” said Brian Berger, founder and CEO of Mack Weldon. “Showing the product on a model in a typical way isn’t really engaging. We are always trying to figure out how we can engage and inform people and entertain them as well.”
Read the full article at WWD.com.