Spring 2007
What Men Want By Mike Scott

Statistics

The U.S. market for men's goods (including apparel, accessories, durable goods such as televisions etc.) is projected to increase from $5.4 trillion in 2004 to $6.7 trillion in 2009. This represents a cumulative growth of 24.6 percent.

American men in the Generation X bracket (usually defined as those born between 1963-1978) accounted for the largest single segment of the men's market and a controlled aggregate buying power of more than $1.5 trillion.

American men are getting more involved in purchases for themselves. In 2003 women were responsible for only 30% of men's apparel purchases, compared to 52% in 1998 and 60% in 1985.**

Credit: Packaged Facts, a division of Marketresearch.com
** NPD Group

Tiecoon

Previously known as Tie Coon Trading Company, this Dallas treasure is an eclectic, 1,200-square-foot store that co-owner Danna Sesler purchased eight years ago with her husband. Together they sell items that can’t be found at big-box retailers.

Gift products include cuff links, original barware and clothing, walking canes and a robust collegiate apparel section.

The store has been in existence for 23 years. It began as a tie and cigar shop but soon grew into a retail store with a little more flair. Sesler has expanded the store to include something for men of all ages. Tiecoon carries items that range from the humorous to the serious.

“We focus on trendy items and try to jump on what is hot before you see it written about in magazines and the local business or society pages,” Sesler says.

Sesler considers large retailers to be the store’s biggest competition.

“Our biggest challenges are the ups and downs of the economy and staying ahead of the trends,” Sesler says. “We do know our customers and aren’t afraid to carry items that haven’t been in style for a few years if there appears to be a slight demand.”

Southern Living magazine recently included Tiecoon in its “50 Top Shops” list. The store has also been profiled in several Dallas-area newspapers and magazines.

Tiecoon’s customers include wives, girlfriends and daughters searching for original gifts for the men in their lives. As for its male customers, much of Tiecoon’s strategy centers on convenience.

“We make it easy to shop here; if they don’t find an item they are looking for or don’t have the time, we’ll special order it or pick it out for them from the time they walk in the door,” Sesler says.