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Why Menswear Is Getting a Marketing Refresh

As critics argue that menswear labels’ homogenous marketing style has made for a feeling of sameness in the sector, start-ups are beginning to invest in imagery that will set them apart from their competitors.
A campaign image from About_Blank's summer 2024 capsule collection
Menswear start-up About Blank is one brand moving away from bland look books into more lifestyle imagery. (About_Blank)
By
BoF PROFESSIONAL

Last January, in an effort to grow its business, three-year-old menswear brand About Blank started releasing monthly lookbooks. Initially shot on an iPhone, the photos were set against simple backdrops — wood walls or shelves. On TikTok and Instagram, it shared a behind-the-scenes peek with videos from the set.

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About the author
Malique Morris
Malique Morris

Malique Morris is Senior E-Commerce Correspondent at The Business of Fashion. He is based in New York and covers digital-native brands and shifts in the online shopping industry.

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