How to attract younger men?

We discovered that SOKOS doesn't target the younger men, and I found an article which will confirm that SOKOS must attract this category of people.

1) Department Stores Target Young & Traditional Male Shopper

Below is the link :

 http://www.wwd.com/markets-news/textiles/department-stores-target-young-traditional-male-shopper-7264242

"This year, more than a third of men say they "love or enjoy" clothes"shopping"

 "Department stores have really changed their presentation,"

Furthermore, they try to involve the customer :

"We also try to engage our customer and provide him with an exciting shopping experience by hosting in-store activities such as cigar rolling demonstrations, local craft beer tastings, shoe shining and music."

"there is no doubt that male celebrities — especially athletes — have a big influence on what men think about purchasing."

2 : How to attract more customers in your store in 8 easy steps?

Below is the link:
http://www.retaildoc.com/blog/how-to-attract-more-customers-to-your-store-in-8-easy-steps

I think we have to rise few points :

The point 3 is relevant: Sokos must make its employees feel good. And I think all Sokos mall have the same strategy, if only Turku Sokos doesn't work well, it's maybe about the atmosphere in that place and not about the strategy. 

The point 6 is interesting: Become a student of facebook to explore what is going on. What's about the younger man group? What are the new trends? What novelty?
To attract a new target, we must to know it perfectly.

3: Men are shopping more than ever, while women are watching more TV.

Below is the link : 

http://www.nielsen.com/us/en/insights/news/2011/in-u-s-men-are-shopping-more-than-ever-while-women-are-watching-more-tv.html

In this article, there are unmistakeable graphs. Nowadays, men facing a higher unemployment. Consequently, they have free time and they are increasingly taking a more active role in household duties. 

Although this explanation is for USA, it is the same in Finland because men are less employed than women. 

I found this information on this website :

http://tilastokeskus.fi/til/tyti/2014/02/tyti_2014_02_2014-03-25_tie_001_en.html

 "Men’s employment rate is 67.3 per cent and women’s 66.5 per cent. "

To conclude, SOKOS department store might target younger men. How to attract them? KNOW them and act according to their expectations. 

Thomas