After spending more than a year at home wearing sweatpants, men are in dire need of a refresh to their wardrobes as they get ready to head back to their offices this summer or after Labor Day. And so their significant others flooded stores and burned up their computers over the Father’s Day holiday to help them look fresh and modern when they finally return to their desks.
Knitwear, sweaters, shorts and swimwear were among the standouts, and the new direction spearheaded by creative director Michael Bastian to “put the spokes back in the wheel” saw updated items in traditional fabrics such as seersucker, linen and madras “outperform the rest of the category.”Ohashi said whimsical pieces such as a graphic T-shirt of store mascot Henry the sheep and his daughter for $49.50 was the bestselling T for Father’s Day.
Brooks Brothers is not alone in benefiting from the consumer returning to shopping. Macy’s also experienced strong business for both Father’s Day and Mother’s Day, according to Nata Dvir, chief merchandising officer. On the apparel side, it was the usual suspects: polo shirts and shorts in a summery palette. Interestingly, the suit business is holding its own as consumers dress up for special occasions. “That’s such an important category for Macy’s,” she said. Fashion dress shirts are also performing well, along with wovens, which “means people are going back to the office.”
In terms of accessories, sunglasses and watches are popular along with sandals — everything from true sandals to pool slides — and sneakers, which “have not slowed down,” DiGiacomo said. Last year during the height of the pandemic, Bloomingdale’s didn’t run a Father’s Day promotion but the store did put out a dedicated campaign this year as restrictions eased. And customers responded, both online and in stores.
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