Male grooming and barbershop loyalty
Although they may not always be the most loyal of creatures, men are likely to stay true to their barber
By Melissa Brazier
Primitive tribes believed both good and bad spirits inhabited every individual, entering the body through the hairs on the head. Implying that bad spirits could only be driven out of a person by cutting the hair, this superstition made the barber the most important man in the community. And although they’re not driving away evil spirits anymore, barbers still play an integral role in men’s lives, particularly with the emergence of the modern barbershop.
In fact, men are returning to the barbershop tradition in droves, as it offers a masculine no-girls-allowed type of environment that caters to their specific needs. “Going to a barbershop is 50 per cent haircut and 50 per cent experience,” says Patrice Alexander, barber and owner of Toronto’s The Forum Barber Parlour, adding that he provides his clients with the essentials— high-end grooming, complimentary beverages, Wi-Fi and flat screens showing the day’s sporting events. Judah Down, owner of two JD’s Barbershop locations in Vancouver, agrees saying it’s the extra-manly touches like a straight-razor shave, hot aromatherapy towels and single malt scotch that ensures his clients keep coming back.
But what else is it that keeps these men in a particular shop? It can’t be as simple as a nice, stiff drink and their favourite team. Down and Alexander both believe that dependability is at the top of the list. “Men should always be able to trust three people—their doctor, their mechanic and their barber,” Alexander states simply. Delivering a consistent service and result and staying on top of the trends are key. “Barbershops didn’t keep up with the trends, so men drifted to the unisex and high-end salons. But with the emergence of the modern barbershop, men are returning,” says Down. Another element that draws men to the barbershop is seeing a return on their investment. Down says, “Men also want reasonable prices for services. They want to see value for their dollar.” The main difference between men who go to a shop and women who visit a salon is frequency so services therefore should be priced accordingly.
Lastly, there are two different kinds of men who visit the barber: those who prefer to make an appointment in advance and those who want to stop by on a whim. Down’s locations cater to the last-minute-Larry. “Barbershops cater to men who don’t book far in advance and often just walk in wanting a cut. Therefore, you need to be prepared to work fast and hard in order to squeeze everyone in,” he explains, adding that small services in between haircuts keep waiting clients happy. Alexander, on the other hand, takes more of a salon approach and advises operating by appointment only. “Patrons do not have two hours to sit down and wait for a haircut that takes half an hour—it just doesn’t equate. We find men looking for a barber appreciate our appointment-only policy.”
Regardless of your approach, know that your services should always be custom-tailored to your male clientele. Ask yourself...are you missing out on this chunk of the market?
