WINNING MEN’S
LOYALTY
In a highly competitive industry,
encouraging customers to return time
and time again can often prove
challenging. When it comes to building
loyalty with male clients, our findings
show that the key factors to remember
are creating value for money and forging
strong relationships.
Unlike their female counterparts, men
say that value for money is the best way
to facilitate their long term loyalty. So,
whether it’s by promoting more male-
orientated deals through social media or
revamping your rewards card, ensuring
that you tailor your offers to male
clientele could result in some strong wins
for your business.
Whilst value for money is important,
having a good relationship with their hair
or beauty professional comes in at a very
close second for men, followed by being
happy with the results. It’s also worth
remembering that a chatty approach
doesn’t work for everyone, with one in
five men preferring not to talk to their hair
or beauty professional while in the chair.
Whilst we witnessed the upsurge in the
hipster beard trend last year, it looks as
if there are new trends preparing to take
over in 2017.
THE YEAR FOR THE STUBBLE
While beards look set to remain popular,
the UK’s professionals say these have
been pipped to the top spot of most
popular style by stubble. In fact, across
the UK stubble is set to be the style of
choice for every region apart from the
South East, where tight beards will
reign supreme.
Jiginesh Madhaji @wahlprouk
KEEPING IT TIGHT
This year we are seeing an increase in men
opting for more compact styles. When it
comes to a neater fit, the tight beard is
proving to be the go to trend, particularly
for those looking to achieve a clean,
well-groomed look.
THE SHORTER BEARD
The trends of 2017 may point towards a
closer shave, but the shorter beard has
risen to become a firm favourite. A more
uniform take on the full beard with some
extra maintenance required from those
who try it, this facial hair style looks set
to grow on the high-street this year.
Simon Kibbler @wahlprouk
“Gone are the days when it was rare to see a man in a salon. Today, men
are embracing the power of hair and beauty to shape their identity and
make them feel their most confident selves. They want cuts that are
sharp and technically advanced and aren’t afraid to experiment.”
BRITISH
BARBERING
A PART OF
PHILIP POLITI
EDINBURGH
14
Tom Chapman for The Bluebeards Revenge