An atrium view of South Coast Plaza.

CUSTOM APPROACH: South Coast Plaza is showing some love to the male shopper.

The Orange County shopping center this evening will host a private event at the Berluti store to celebrate South Coast’s first men’s fall marketing book.

It’s a strategic move for the center as more chatter builds around men’s and the HENRYs consumer — high-earnings, not rich yet shoppers — or male Millennials.

“With the international growth in the men’s wear category, we wanted to shine the spotlight on our unparalleled collection of men’s boutiques, which represent some of the world’s most coveted names, from fashion-forward brands to esteemed sartorial leaders,” said South Coast executive director of marketing Debra Gunn Downing in a statement.

The book includes looks from Berluti, Boss, Burberry, Dolce & Gabbana, Salvatore Ferragamo, Giorgio Armani, Louis Vuitton, Oliver Peoples and Ralph Lauren.

South Coast counts more than 70 boutiques that sell men’s apparel or accessories and both new and existing tenants have taken more notice of the male customer.

COS, expected to open in October, and Massimo Dutti, slated for a November opening, will both carry men’s.

Roberto Cavalli relocated this year and added men’s when it reopened its doors. Dolce & Gabbana opened at South Coast Plaza, also earlier this year, with a men’s offering. Ralph Lauren is expected to reopen in November with a made-to-measure shoe selection for men.

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