Spring 2007

What Men Want By Mike Scott

Guise

At Guise in Chicago, men can watch television, chug a beer and get a haircut or a shave. Oh, and they can shop, too. Owner Brad Habansky offers his customers a twofer: products and service. “It’s a matter of convenience,” Habansky, a former marketing and sales consultant, says. “Men are interested in checking off multiple items from their to-do list, and this is a way to help them achieve that.”

The specialty store, whose target audience is professional men in their 20s, 30s and 40s, is located in Chicago’s trendy downtown shopping district. The 1,700-square-foot store includes a hair salon—men can make salon appointments online. Small television sets at each stylist’s station and two large, flat-screen televisions adjacent to a full-service bar in the back of the store allow customers to watch TV, get a stylish haircut and a shave, and later enjoy a beer.

The store stocks trendy personal grooming items and a variety of fashionable outfits from reputable brands such as Allesandro Gherardeschi and Vintage 55.

“We sell everything from denim to suits and special-order many items each day for our customers,” says Habansky. “I think our clientele is very interested in looking professional and sharp, but is often unsure how to go about that process.”

Marketing strageties have included working with local bars and restaurants, hosting business and social mixers and organizing informal male fashion shows. “Men are shopping for themselves more often than ever before, so we really market to them directly,” Habansky says.

“I guess you can call our strategy guerilla marketing it’s low-pressure but highly effective,” Habansky says.

Mike Scott

Mike Scott is a freelance writer who has contributed to more than 80 national and local publications. He lives in White Lake, MI.