1. Secrets of the Male Shopper Retailing BA 495 October 5, 2006 By: Greg Muller & Laura Buccafurni

2. Why market to men? * There are more single men out there. * Men are waiting longer to take the plunge into marriage. * Divorce rates are rising. * Growing emphasis on the appearance of men.

3. Are you the… The Metrosexual The Maturiteen The Modern Man The Dad The Retrosexual What kind of man are you?

4. The Metro * Approx. age 20-50 *Affluent *Enjoys the social experience of shopping *Well groomed and keeps Aqua Digio in the glove compartment *Favorite labels: Ralph Lauren, Abercrombie, JCrew Also enjoys trips to the local spa

5. The Maturiteen *approx. age 20-30 *Computer and Internet savvy *Raised by babyboomers *Influences family buying decisions *Stands by the 3 stripes (Adidas), Unilever (for all those 2000 parts), and a fan of all Sony products

6. The Modern Man *Approx. age 20-30 years old *Uses moisturizer and gels his hair, but getting a manicure is not for him *Little old school but a little new school as well

7. The Dad * Middle aged, happily married with a few kids *Supportive father, but not quite sure of what’s “cool” *Plenty of discretionary income *Loves his new Dyson vacuum cleaner *Enjoys spending time with his family while watching a re-run of 24

8. The Retro *The man’s man *If his clothes past the smell test, than he’s good to go!!! *BBQ, beer and football (‘nough said)

9. What we learned… * The male buying demographic is beginning to grow rapidly. * It’s important to identify the differences between each man and his “various” needs.

10. Bibliogrraphy http://www.businessweek.com/magazine/c ontent/06_36/b3999001.htmhttp://www.businessweek.com/magazine/c ontent/06_36/b3999001.htm http://www.abercrombie.com