Ever the innovative exhibitor, Douglas & Grahame has confirmed a new way of exhibiting at this season’s Moda Gent. The menswear supplier – which owns a portfolio of menswear labels including Douglas and Daniel Grahame – has responded to changes in male consumer shopping habits to present its range in way that is more accessible and relevant to menswear buyers.
The brand’s research indicated that male shopping habits have evolved to become more in line with that of their female counterparts. Far from the old sterotype of men loyally sticking to one style which eventually becomes replaced like-for-like, male consumers are now more confident in their shopping choices. Wardrobe essentials are selected on their potential to be mixed and matched, while key pieces are carefully curated to create an on-trend capsule wardrobe for the new season.
“It has sometimes been suggested - wrongly in my view - that men detest the shopping experience,” says Douglas & Grahame’s UK managing director Anton Jenkins. “But we are determined to make shopping an enjoyable and pain free experience for our consumers, which is why we are presenting this coordinated collection at this week’s Moda exhibition in Birmingham.
“The capsule collection removes that extra hurdle for our shoppers and helps to ensure their wardrobe works much better for them. It also enables our stockists to present an entire ensemble for customers. It’s very much a win-win.”
Discover more about Douglas & Grahame’s new way of exhibiting on stand L20.