by Marcel Lee Pereira

LAST month, Canadian shoe and accessories retailer Aldo introduced men's accessories to two of its women's accessories stores at Bugis Junction and Wisma Atria.

Men's bracelets, necklaces, watches, belts and bags now make up 10 per cent of the outlets' products. It is just one of many retailers here who have expanded their offerings to cash in on the male dollar.

At Aldo, sales of men's accessories have gone up 10 per cent, bought mostly by 20- to 35-year-olds, said Ms Karen Leong, Aldo's regional brand manager.

Sales for Aldo men's dress, fashion and sporty shoes have also risen by 10 to 15 per cent over the Great Singapore Sale, compared to the same time last year.

She added: "Traditionally, men buy shoes only from departmental stores. As they become more savvy, they prefer to buy from boutiques like Aldo which offer upmarket styles."

Skincare line Clarins, meanwhile, said it expands its men's range at a rate of one to two products a year. This year, it launched a UV protection lotion which has been a hit with golfers and other sportsmen.

Said Ms Brenda Loke, Clarins'marketing communications and PR manager: "We have seen steady sales since we launched it in March. We beefed up stock before GSS in anticipation of stronger sales."

Cortina Watch, which carries luxury watch brands, said jewellery timepieces, usually more female-oriented, are becoming more popular with men. The watches may have diamonds, rubies or sapphire, but the jewels are "subtly woven into the watch, so it looks masculine enough to wear", said marketing and communications manager Selina Ang.

Male spending is up at some retailers during this GSS, compared to last year's sale. Tangs, for instance, has seen a rise in sales for men's merchandise, partly due to a wider variety and special promotions this year. During this year's sale, it has seen double-digit growth in sales for designer businesswear sold at Tang+Co Men at Tangs Orchard.

British shirt brand Charles Tyrwhitt enjoyed a 28 per cent rise in sales over the last GSS at its VivoCity store.Home-grown St Gregory Spa said its male clientele has risen by 10 per cent.

One reason could be more women taking their boyfriends or husbands to spa treatments together, said Ms Renee Chong, lifestyle manager at St Gregory.

As the sale approaches its final weeks, men like bank officer Paul Lee, 26, are holding out till the end, when prices get further reduced.

Said Mr Lee: "I hope to buy some shirts, a bag, and more pants. It's a good time to buy when the sale is ending."

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