Secrets of the Male Shopper Retailing BA 495 October 5, 2006 By: Greg Muller & Laura Buccafurni
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.
Are you the… The Metrosexual The Maturiteen The Modern Man The Dad The Retrosexual What kind of man are you?
The Metro * Approx. age *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
The Maturiteen *approx. age *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
The Modern Man *Approx. age 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
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
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)
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.
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