赚小钱就来赚大钱没有 女性品牌正开始赚男人钱

女性品牌正开始赚男人钱  

As gender norms shift
'women's brands' are going after a new demo: men.
When designers Monica Zwirner and Lucy Wallace Eustice launched their women's handbag startup
MZ Wallace
in 2000
they spent a lot of time pondering what they should call their new brand.
They considered following the path of many other American designers—Kate Spade
Tory Burch
Rebecca Minkoff—and simply using their own names. But they were worried that approach would make their brand sound overly feminine
something they wanted to avoid.
她们曾考虑效仿其他美国设计师，如Kate Spade（凯特·丝蓓）、Tory Burch（托里·伯奇）、Rebecca Minkoff（丽贝卡·明科夫），用自己的名字为品牌命名。但她们担心这种做法会让她们的品牌听起来过于女性化，而这是他们想避免的。
"Neither of us has a particularly feminine sensibility
" Zwirner says. "We think of ourselves first as a design pany
and we think really good design isn't gender-specific. We wanted to leave open the possibility of making men's products in the future."
So they settled on a name they thought would read as gender-neutral: MZ Wallace. All of this forethought has paid off: Now
the brand launches its first men's product line
officially called the Bleecker Collection
which includes duffels
messenger bags
and backpacks
and es in black and blue camo.
And unlike some of the brand's counterparts
who have had to create entirely new brands for male customers (Kate Spade launched Jack Spade
and Rebecca Minkoff launched Uri Minkoff)
MZ Wallace now sells both men and women's products under the same brand.
Transitioning from a women's brand to a unisex brand can be a smart business move
one that potentially doubles the size of your market. But it's also tricky
thanks to deeply entrenched gender norms.
While women tend to be fortable buying and using products marketed to men
men have been historically less fortable buying products marketed to women. MZ Wallace is among a very small group of brands (including shoemaker Malone Souliers
which is debuting its men's line this fall
and Lululemon
which expanded into menswear in 2016) taking the bold step of asking men to shop with a brand previously associated with women.
Their efforts show how society may be changing—but also how fraught gender dynamics can be.