Branding the Man: Why Men Are the Next Frontier in Fashion Retail

Bertrand Pellegrin BA ’88 immerses the reader in a discussion of men’s retail environments spanning every level: store design, buying/sourcing, merchandising, marketing and advertising, and promotion. In doing so, he lays out a blueprint for how men can be developed as the “next frontier” in retail.

Random House/Allworth Press, 2009. 224 pages. $20.