ABOUT AMERICAN CREW
WELCOME TO
AMERICAN CREW
, Men want. It s in their nature. They want power. They want adventure. They want women. And they want a style that helps them get it all. What do you want? More clients? More chances to pursue your art? This book can help you understand men. And it can be your guide to the styles and products they’re looking for.
ABOUT AMERICAN Partnering with AMERICAN CREW CREW
ABOUT AMERICAN CREW
ABOUT AMERICAN CREW ONE STYLIST HAD A VISION. AND STARTED A REVOLUTION. In 1994, a stylist named David Raccuglia walked into a distributor’s office in Chicago holding a clear bottle
He foresaw a future when men would pay as much attention to their looks as women. And he knew they
filled with maple syrup. He asked the distributor for $25,000 to produce the first run of AMERICAN CREW
wouldn’t want to lose their masculinity in the process.
shampoo. The distributor asked to try the product. Raccuglia hadn’t produced any actual product yet. The maple syrup was intended to simulate the masculine, amber colour he envisioned for the final bottle. He explained that the important thing was the movement that was underway in men’s grooming.
Today AMERICAN CREW is the most popular men’s salon grooming brand in the world. Men and their stylists count on us for the latest and best in hair, body, shave and style products. And for more than 20 years, we’ve delivered.
Partnering with AMERICAN CREW
ABOUT AMERICAN CREW
THE OBJECTIVE Today’s men pay almost as much attention to their looks as women do and AMERICAN CREW is the brand they turn to for the latest looks and best products. We help you build your business by providing you with the education, tools, products and inspiration you need to enhance men’s personal image. • Train your stylists in men’s hairdressing • Bring quality male clients into your salon • Cut and style them with passion • Offer them industry leading products • Build your men’s business
MAKE YOUR MARK WITH AMERICAN CREW As the Official Supplier to Men ™, AMERICAN CREW is not just the authority on men’s grooming products, but also the expert on how to market to men, and the perfect partner for any salon seeking to grow its men’s business. As a business owner, stylist or barber you know what makes your salon tick, what makes your clients happy and what inspires you to create amazing hair. What you should also know is that creating an atmosphere that makes men comfortable in your salon can take your profits to a whole new level. At AMERICAN CREW, we encourage your passion and growth by providing a line that speaks to men like no other. Combining products and education that are solely focused on men, we give you the tools to drive your men’s business further. We invite you to join us on a journey of exploration, individual expression and learning that will define the continuously evolving AMERICAN CREW man and demonstrate how to make him your loyal client.
David Raccuglia Founder, American Crew
Partnering with AMERICAN CREW
BUILDING YOUR BUSINESS Men and women are different. You know it, and we know it. As the Official Supplier to Men™, AMERICAN CREW understands what makes men different and how you can reach them. As an AMERICAN CREW Partner with us you will find the tools to help you understand men, provide them with a better salon experience and ultimately increase your profits by building your men’s business.
BUILDING YOUR BUSINESS
Partnering with AMERICAN CREW
BUILDING YOUR BUSINESS
The general salon haircare market is growing slowly. BUT THE
POTENTIAL IN THE MEN’S MARKET IS DRAMATIC. Don’t know
1%
Neither Stylist Nor Barber
17%
USE OF A BARBER OR STYLIST TO CUT HAIR (Among men who have hair)
Not only do men offer potential for every salon, they also make great customers: • Men generally come to their salons more frequently than women, usually once a month
Barber
43%
• Men tend to be more loyal customers than women • Typically, men both trust the advice of their stylists and are interested in trying something new, a combination that creates opportunities for add on services and retail sales.
Stylist
39%
Partnering with AMERICAN CREW
BUILDING YOUR BUSINESS
OVER 50%
ADDING UP THE POTENTIAL INCREASE YOUR PROFITS AND GET MORE FROM YOUR BUSINESS BY CATERING TO MEN. For most salon owners, men are an untapped profit centre that’s there for the taking. Adding male clientele to your salon will result in financial growth. And capturing this market requires little more than your attention and commitment. Men are not just in the market for haircuts and basic hair products. Their spending in the overall grooming product market has consistently grown in recent years, and experts predict this trend will only continue, creating a powerful revenue stream for business owners.
OF MEN USE HAIRSTYLING PRODUCTS
77%
OF MEN WANT TO TRY SOMETHING NEW
ADDING MALE CLIENTELE TO YOUR SALON WILL RESULT IN FINANCIAL GROWTH.
Partnering with AMERICAN CREW
BUILDING YOUR BUSINESS
HAIR IS ONE OF THE
MOST IMPORTANT , FEATURES OF A MAN S APPEARANCE
With AMERICAN CREW products and techniques in your salon, you’ll be positioned to help men take care of their styling and get on with their day. They’ll achieve the confident and masculine looks they want in a simple and straightforward way— and you’ll acquire a loyal client base.
Seventy percent of men agree with this statement:
MEN WANT AN EXPERT THEY CAN RELY ON yet we know that men’s busy schedules leave them with less time than ever to spend on hair grooming. As the world of styling products becomes more complex, men are more likely to opt out. Men don’t want to work hard to find the right grooming routine. They want an expert they trust to tell them exactly what to use, what to do and how to do it. If you can deliver a great cut backed by an easy-to use system of products, you can capture and keep male clients.
Partnering with AMERICAN CREW
BUILDING YOUR BUSINESS
Adding men to your menu means adding profits to your bottom line. The simple formula is easier than it looks and can quickly get you on the road to bigger sales. Get the formula for success below:
Formula for Success - Exploiting the Male potential (5 stylists Salon) Enter the Total Number of clients (Female & Male)
1600
Enter Estimated Number of Current Male Clients (UK Average @ 10%)
160
Enter Estimated Number of Current Female Clients
1440
Consider that every female has influence over 5 males (Partners, Fathers, Brothers, Sons, Friends & Work Colleagues
7200
Of all these potential New Male clients propose to convert just 5%
360 WEEK
MONTH
ANNUALLY
Number of male salon clients per week (Statistics indicate that males have a haircut every 4 weeks (almost double that of the female visit period)
90
£360
£4,320
Stylists Revenue (Average of 3 men per day with an average Male Cut & Finish Price £20.00 =
£360
£1,440
£17,280
Potential salon revenue
£1.800
£7,200
£86,400
,
CUTTING MEN S HAIR IS AN ART Like any art, cutting men’s hair requires mastery of some basic techniques, such as proficiency with
If just 33% of this male customer base buy a single American Crew Product @ £14.00 salon revenue rises again
£420
£1,680
£20,160
TOTAL Potential salon revenue
£2,220
£8,880
£106,560
both clippers and the barber comb. Getting men into the salon is one thing, it is another thing to keep them coming back. A perfect haircut and a great style will achieve both. We can help you build your confidence in working with male clients.
Partnering with AMERICAN CREW
BUILDING YOUR BUSINESS
SPEAK THE LANGUAGE OF MEN SUSPICIONS CONFIRMED! MEN DO SPEAK A DIFFERENT LANGUAGE TO WOMEN!
WORDS & PHRASES FOR EVERYDAY CONVERSATION IN THE SALON
…especially when it comes to their hair and grooming rituals, so when interacting with the male client
EASY TO USE - STRONG & DURABLE - DIRECT MATTE - HEAVY DUTY - FUNCTION - HEALTHY SYSTEMS HEALING - STRUCTURED - FINISHING - HIGH SHINE MALE FRAGRANCE - BEST SELLER
use male friendly language especially when moving them forward from product to colour, hair thinning face and skin care. Avoid using terms like highlights, talk about blending and natural colour. Power words and phrases that men recognise will help translate an existing salon menu into language men understand…
BUILDING YOUR BUSINESS
1. MAINTAIN THE THRESHOLD: Give customers space at the store entrance so that they can stop and take in the total environment.
2. ORIENT TO THE RIGHT: Take advantage of the fact that the vast majority of consumers instinctively move to their right after entering a store by placing the main retail area in your salon to the immediate right of the entry.
AMERICAN CREW , BUILDS YOUR MEN S BUSINESS MERCHANDISING FOR MEN Merchandising is the key to sales. At AMERICAN CREW, we design products that sell and create systems that consistently appeal to male clients. We know and leverage non-verbal design cues that create powerful incentives to buy. AMERICAN CREW helps salons apply proven methods to entice consumers to spend more time and money when they shop. In combination with
3. OPTIMAL EYE HEIGHT: Maximize profits by elevating fastest-moving products on shelf fixtures to the “optimal eye height”— starting at 51” to 53” from the floor.
4. PRESERVE PERSONAL SPACE: Redesign congested areas so customers can examine products in a place where they are less likely to collide with other people or bump into objects like displays or boxes.
5. SEGMENT BY BRAND, THEN BY PRODUCT: Help customers find what they’re looking for. Research shows that they tend to first seek out an identifiable brand name, like American Crew, and then look for what they need within the brand. For this reason, consider designating a specific space for American Crew and arranging products by line (like Classic and Shave).
6. USE THE POINT OF SALE MATERIALS YOU NEED: Leverage POS to clarify the blurred line between prestige, direct, salon and mass market brands. To communicate our brand differentiators quickly and powerfully, place our signage to the left of product shelves so people can read left to right. Also, put product signage at stylist stations, on shelves and on checkout counters to encourage conversation about American Crew and drive purchase.
the power of our brand, these subtle merchandising practices can make a big difference for salons that want to sell more products.
NO TWO SALONS ARE ALIKE: AMERICAN CREW is equipped to assist both salons that are new to AMERICAN CREW and the established ones looking to maximise profits. No matter where you are in your working relationship with us, we’re here with evolving products and programmes designed to help everyone benefit.
Partnering with AMERICAN CREW
BUILDING YOUR BUSINESS
WHY SHOULD YOU
NO ONE
AMERICAN CREW?
LIKE
PARTNER WITH
BECAUSE IT PAYS
ARE YOU READY TO BENEFIT FROM THE PURCHASING POWER OF MEN? AMERICAN CREW’s male-specific support and masculine approach to retail are key advantages that
KNOWS MEN AMERICAN CREW WHAT YOU GET FROM AMERICAN CREW… The benefits are clear. We have a superior product line, a brand men know and trust, a comprehensive
will allow your salon to capture a larger share of men’s wallets and develop your entire business.
educational program, and the marketing support and inspiration you need.
As a salon owner, you want to hone your craft, explore your potential and create great hair. You also
• More than 30 different grooming products that suit every man’s unique taste and needs—and a simple
need to keep building your business. And AMERICAN CREW is your partner every step of the way. We can give you the education and the products you need to maximise your opportunities. When you’re ready to partner with the leader in men’s grooming, contact your Sales Consultant and ask for AMERICAN CREW, the Official Supplier to Men.
regimen for maximising their benefits. • Visually distinct, iconic, male-oriented imagery that portrays a classic authenticity and appeals to men. • Educational programmes delivered by a team of nationwide industry-leading men’s grooming educators, including the international All-Stars, that help stylists stay ahead of the curve. • Promotional programmes like new product launches, sampling, gift with purchase packs and incentives to keep both your stylists and clients excited • Annual collections and style selectors filled with innovative and experimental styles that define the trends presented on the runway - keeping you at the forefront of the industry.
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