Fisher + Baker is a men’s brand, but that didn’t stop the company from targeting women for an event at its Minneapolis headquarters earlier this month.

More than 80 women showed up at the Fisher + Baker studio for a Sip and Shop event, its first initiative targeted to females.

The event also served as a fund-raiser for Minnesota Wild’s Jason Zucker’s #Give16 Campaign, which was created by Zucker and his wife, Carly, to build the Zucker Family Suite and Broadcast Studio at the University of Minnesota Masonic Children’s Hospital.

Fisher + Baker donated $2,500 to the campaign from the event.

“Women are powerful consumers and are influential in the brand and style decisions of the men in their lives,” said Mike Arbeiter, Fisher + Baker’s chief executive officer and president. “By targeting female consumers as part of our brand engagement strategy, we are building awareness with a community that has a strong influence on men’s wardrobes.”

At the event, the women browsed through the brand’s classic styles of outerwear, sweaters and shirts while enjoying wine and cheese. Among the most popular items was the Lexington Vest, which retails for $298.

Arbeiter said the Sip and Shop event “was intended as a pilot concept that if successful we would replicate with our retail partners. We were very pleased with the response and results and so we plan to create similar events with our retailers that will resonate with their customers.”

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