Kyle Andrew is a Renaissance man. In the fall of 2016, he made his television debut as a suitor on The Bachelorette Canada. Since then, he transitioned into the world of modelling and acting, portraying vikings and supernatural characters. Seeing his powerful presence on the screen, you’d never guess he'd have a rough time with something as simple as shopping for jeans.
Andrew is also working to spotlight the challenges of addressing a niche market via online advertising. In their quest for customers, Kyle feels it’s important that marketers not lose sight of the bigger picture. “What these companies need to realize is that yes,you might be competing against each other, but you’re competing for people that don’t know they need your product because that don’t know it exists." When considering big and tall customers, it’s a good idea for retailers to remember that, “You’re not trying to pull a customer necessarily from another brand, you’re trying to pull them into fashion, period.”
Regarding tips for the larger than life, Kyle encourages consumers to remain vigilant in their search for the perfect shirt or shoes. It’s not cost-effective for retailers to keep large amounts of inventory for big and tall men in stores, but they’re often available to order. “Online shopping is crucial in addition to in-store shopping for big and tall men. We don’t get to do one or the other we need to do both.”
All business aside, Andrew aims for big and tall to not be a category of frustration, but of community: “All I want is to open up someone of my ilk who might be interested in dressing better to the fact that options exist. And if that community grows large enough, then the possibilities are endless."