A new report out this week shows that after a harsh winter, U.S. retail sales rose a strong 1.1 percent in March, the largest gain in sales in nearly two years.
One of the factors driving stronger sales is men's fashion. Men are stepping up their shopping and a new business is on the cutting edge of the trend.
While men's clothing stores are nothing new, Man Code in downtown Sioux Falls is unique. It's the first men's boutique-style store in the state.
"It is becoming that men care more about skin care, hair care, the fit of clothing, the quality and where it comes from. So I'm definitely targeting the men who want to look better and present themselves in a more positive way," Gabrielle Anderson said.
According to the National Retail Federation, in the last eight years, the number of male consumers who say that the newest trends and styles are important to them has nearly doubled. And the brands and labels of clothing are a more important factor for male shoppers than in the past.
"I have a lot of business owners or men who live downtown, so they are kind of trendy; but even out in the country of South Dakota, farmers wives will come in and say, 'We have this event and I want him to look dressed up;' so it is kind of everybody," Anderson said.
As men's interest in fashion rises, it's only natural that so does their spending. About two-thirds of the money that men spend is on sports coats and tailored jackets.
"They definitely want to keep up with the women they are keeping company with and a lot of times we have men come in here and say, 'Can you help me for this weekend? I've got someone to impress,'" Greg Anderson said.
Gabrielle's husband, Greg, is one of those men who, while he isn't a slave to fashion trends, puts some extra thought into his wardrobe.
"Definitely men are proud and one way to express that is to be an individual and express yourself through your clothing and stand out a little bit," Greg said.
It's a trend these new business owners hope to capitalize on with a plan to open more Man Code stores in the future.
Online menswear companies are also reporting strong sales.