and Gentlemen

As straightforward as the fashion with Scandinavian influence - the interior of Misc’s fashion store for men is right on song.

… and Gentlemen.

Misc/Salzburg. Michaela Schirlbauer has found the best possible neighbour for Misc, her women’s fashion store: a store exclusively for men. In premises defined by historical basket arches, men can now refine their personal style by adding a touch of Misc.

Text: Martina Müllner-Seybold. Photos: Misc

Michaela Schirlbauer has been running a successful women’s fashion store for six years - now she is venturing into the world of men’s fashion.

“The partners of our customers kept on asking why nobody offers the same quality of advice and product range for men”, Michaela Schirlbauer reveals. Her decision to open a fashion store for men was accelerated by the fact that the premises next to her women’s fashion shop became available. “I didn’t feel like having the one-hundredth shop selling Mozart ducks or Christmas decorations as a neighbour”, the entrepreneur laughs in reference to a widespread phenomenon in Salzburg’s historical city centre. Seeing that independent retailers can barely afford the rents in prime locations, the heart of the city is dominated by souvenir shops and the ever-same retail chains. Michaela Schirlbauer has been successfully operating her womenswear business on “Mozartplatz” for no less than six years. Here, the flow of tourists has already thinned out; the location isn’t even considered high-frequency in terms of locals. Accordingly, Schirlbauer had to work hard to establish a strong base of regular customers. The men’s store follows in the footsteps of the boutique for women. “I believe that word-of-mouth is the only important means of advertising. Enthusiastic customers are the best recommendation I could wish for.” Obviously, she does dabble around a little on Facebook from time to time, but her existing customers are Schirlbauer’s most efficient way to whet the appetite of men for her style.

Scandinavian Casual

Schirlbauer travels to Scandinavian countries several times a year in order to ensure that her product range remains distinctive. The trade fairs in Copenhagen are her main source in terms of trends. “I strive to encourage men to turn their back on the classic suit in favour of a more casual - yet still stylish - wardrobe.” It therefore comes as no surprise that one will never find the classic wool suit in dark blue in the store’s product range. “If it has to be a suit, it should be a suit with a special twist such as short trousers for the summer”, Schirlbauer explains. Nevertheless, the limits are set by the fact that the entrepreneur is fully aware of the city’s conservative style. “Salzburg is definitely not experimental in terms of fashion, but that isn’t my style either. I like it when men are well-dressed and that is our mission.” Schirlbauer prefers to show her customers how to navigate the thin line between “properly dressed” and “cool outfit” in person. Her advice is warm, honest, never pushy, and fully committed. “Comfortable, comfortable, and comfortable - that is currently the main motto in terms of men’s fashion. Just take the so-called ‘jogg-jeans’ as an example. They’re all about slipping them on and feeling comfortable. Men don’t like it complicated.” This also implies a comprehensible price structure. “My experience tells me that men don’t really care how much an item costs as long as it is of good quality and they like it in general - naturally under the premise that one can be sure that the store has an adequate price-performance ratio.” It is adequate and there’s so much more…

Misc Fashion Men

Mozartplatz 5 5020 Salzburg/Austria www.misc-fashion.at Opening: August 2016 (Women’s fashion store: July 2010) Owner: Michaela Schirlbauer Employees: 5 Sales area: 65 sqm men’s store, 90 sqm women’s store Brands for men: A Fish Named Fred, Anna Kent, NoXs, Sand Accessories brands: Happy Socks, Rever