Beauty Link - Volume 3, Issue 3 - (Page 60)

Q | feat ure | R Overcoming the Stereotype Apply Sport Clips Marketing Principles to Attract More Male Students Allison Burke, Freelance Writer T 60 | B EA U TYLIN K | BE A U T IFU L W ORLD | 2 0 1 1 oday more than 1.68 million cosmetology professionals are working in more than 370,000 salons across America. Out of that vast amount, only about 4 percent of those professionals are male. With job opportunities in the cosmetology field expected to increase by 20 percent by 2018, schools are facing the dilemma of attracting more males into their schools when the overwhelming stereotype of a cosmetologist is that of a female. In circumstances such as these, smart schools turn to the experts. Sport Clips, one of the industry leaders in male haircuts, announced in a recent press release that it reached its lofty goal of $1 billion in sales on July 14, 2011. The thriving chain has 780 stores in 38 states, with plans to open 120 more this calendar year. Their director of marketing, Martha England, gave some insights on how Sport Clips is so successful in attracting men to get haircuts, and how those same principles can be applied to attracting male students into cosmetology schools. The first step, England said, is to define your strategic goals, including your brand, mission and values. “If I was a school looking to attract more males, I’d want to understand who I am and how I’m going to define my brand,” she said, “because you’re only going to attract those who really get a clear picture of what schools are offering for them and how that fits into that particular student’s life plan.”

Table of Contents for the Digital Edition of Beauty Link - Volume 3, Issue 3

2011 AACS Convention Navigating the New Beauty Landscape
In Memoriam: Leo Passage Pivot Point International Founder and Mentor
It’s a Beautiful World Externally Popular Looks from the Stone Age to the Digital Age
2011 Nicholas F. Cimaglia Educator of the Year Award
Managing Risk in a Litigious Society
A 21st-Century Mindset: Teaching Methods for the Non-Traditional Student
i-Fabulous: Creating the Very Best Version of You
Clearing the Air: Understanding Rights, Responsibilities and Medical Marijuana
Make a Difference in Our Beautiful World: Two Ways to Keep Mannequin Heads Out of Landfills
Styling the Brave: Beauty Careers on Military Bases
Overcoming the Stereotype: Apply Sport Clips Marketing Principles to Attract More Male Students
Making Positive Connections Through Touch
Overcoming Challenges: Stories of Inspiration Part Two of a Two-Part Series
CEA Annual Convention Photo Spread
Index to Advertisers

Beauty Link - Volume 3, Issue 3