Do you have the problem of balancing the proposition of mens and ladies fashion?

Fashion credentials do not always translate easily between genders.


Particularly when a dominant female perception has been built for many years, the move to menswear can be difficult and delicate to position. Ironically the stronger the female brand, the more successful the style, the fashion and the focus, then the more difficult for menswear to find its voice. It often becomes the “black-widow spider” groomed for success, but ultimately devoured by its stronger bride.

From Top Man, through Zara to Mango and Jack Spade, the closeness of the genders has proved uncomfortable for both customer and retailer.

The solution ultimately comes through segmentation, vertically through the business, allowing the lesser partner space to grow and to be itself

  • assortment structure
  • space planning
  • visual merchandising
  • store experience
  • service levels

The commonality of brand, as relevant for sub-brands as for gender segments is to have the same fashion position and proposition on style & quality, but to find its own ideal delivery.


VM-unleashed helps retail clients to define their propositions across all categories…


…here are a few people that we’ve helped that you may have heard of too…

Ferrari, Luxottica, Marks & Spencer, Primark, AllSaints, Carrefour, Camper, Cortefiel, Boots, Sainsbury, Sonae, Otto Versand, BonPrix, National Geographic, Flex, Gruppo Vestebene, Alessi, Eroski, Coin, Oviesse, Bally, Adidas, Sony, Clarks, Benetton, Orange, KappAhl, Imaginarium, Porcelanosa, Trucco and Ben Sherman.

some of our clients…

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if you would like to know more about our expertise, and how it could work for you, then please drop us a line.

+44 (0)7967 609849