Introduction Branding is an important constituent of marketing that impacts customer behavior and decision-making. In their article “The Fashion Engagement Grid: Understanding Men’s Responses To Fashion Advertising,” Ben Barry and Barbara Phillips have observed the way branding impacts men’s customer choices in connection to fashion goods purchasing. They have also addressed other factors that influence men’s consumer choices. The following paper will review this article from the point of view of current marketing theories explaining consumer behavior that is described in the scholarly and industry sources to derive the new knowledge on men’s consumer behavior in the men’s clothes sales segment. Analysis of information found in current marketing, sales, and branding resources and juxtaposing it with the marketing campaign recommendations provided in the article of central interest of this research has suggested a conclusion that customer behavior in the segment of men cognizant of fashion trends depends on a row of factors including fashion and style implications, economic issues, and personal considerations of comfort and social status. Research of Men’s Responses to Fashion Advertizing The study conducted by Barry and Phillips has researched how men make their customer choices under the impact of their ideas of fashion and the information contained in fashion advertisements. The initial hypothesis of the study assumed that fashion was traditionally the women’s terrain and mostly impacted female consumer choices in the clothing sales customer segment. However, the authors assumed that there was a probability that those conventional beliefs were no longer true to reality due to the combined effects of social trends of changing gender roles, media and retailer businesses efforts, and new cultural norms creation (Barry and Phillips 1). To collect the information for this study, the scholars conducted interviews with adult men who have the habit of reading fashion magazines, are generally interested in fashion trends, and strive to support their social status with the fashion clothing acquisition (see App. 1 ). According to Barry and Phillips, “men process fashion advertisements through the same five modes as women” (1). Another finding made by the authors is that “men’s responses to fashion advertisements can be categorized through the Fashion Engagement Grid which examines men’s characterizations of and motivations for fashion behavior” (Barry and Phillips 1). One more curious finding was that examination of sales indicators for the past five years has demonstrated that the growth of the male fashion clothes market has exceeded the growth of the female one. The study has also made clear the consumer behavior differences between males and females when the representatives of these two customer populations make their choices in terms of obtaining fashion goods. Links from the Findings Made by Researchers and Industry Professionals They Are shaping the Core Customer Value of a Men’s Fashion Goods Industry Product Evaluating the information narrated in the article under consideration from the point of other scholarly articles as well as the industry articles, it is necessary to point out that the current theoretic framework for marketing and branding products for the targeted audience types fully supports the