Peppermayo is set to launch a menswear venture on August 16. Prior to launch, Peppermayo Mens head of menswear buying Shannon Davis talks business with Josh McDonnell.
What were some of the reasons behind the launch?
To diversify and complement the already strong Peppermayo women's business, offering a unique approach to menswear through an elevated presentation of all aspects of online retail. Championing new perspectives across eCommerce, content creation and the presentation of our product will be some of the notable updates.
Was there market research, what did it reveal?
We have been aware of the lack of menswear retailers appealing to our audience, particularly online, for some time. The opportunities to offer a unique and fresh approach were obvious to us.
How many brands will launch on the site?
At the re-launch of our website, Peppermayo will house 200+ brands across mens and womens apparel, footwear, accessories and apartment (apartment is what we call our homewares area). A fully re-developed Peppermayo.com will go live simultaneously with menswear, moving to the Magento 2.0 platform and a re-constructed portal will enhance functionality and layout beyond the market.
How many do you intend on growing it by?
Our approach to growing our brands is very considered, we are not interested in having the largest brand offering but a curated mix that stands for something and makes sense to our consumers.
What type of product? Will it be streetwear, formal, smart casual etc.
None of the above. It will be a lifestyle offering encompassing all aspects of our consumers lives from their favorite brands.
What are the price points? What's the entry and exit pricing?
Price points across our brand offering will sit in a very comfortable bracket, accessible to everyone.
How has the launch been marketed?
Our digital launch strategy (Instagram) went live on the July 10, leveraging a mix of our brand partners through content developed exclusively for Peppermayo Mens. From our launch date forward we will be activating through various events and other digital avenues.
Target demographic? Age?
The guy in our girls life. 15-25.
Where do you see the initial challenges?
We as a business aren’t focused on the challenges initially, but the opportunity this new direction will present us with.
Conversely, where are the opportunities?
The opportunity is obvious to us, offering something in the market that we believe doesn’t already exist.
Will there be an event for the launch?
Our launch party will be at the end of September.