The New Male Sex & The City?

Out at the mall the other day, I noticed an interesting trend--men shopping with groups of other men. Think Sex & The City, only instead of Carrie, Samantha, Miranda and Charlotte, you've got Carl, Sam, Randy and Charles. According to industry analysts, we better get used to it. Men are no longer deferring the shopping to their wives, girlfriends, best friends or mothers; they're doing it all themselves.

In fact, a recent article in the Chicago Sun Times notes that during the economic lull, men are coming out and shopping more than ever before. An unstable work environment apparently motivates men to start thinking more about their wardrobe. Looking good becomes connected to being successful. Well, duh. Carrie Bradshaw could have told them that back in the early '90s. But, at least they're coming around.

A study by the NPD Group found that 52.4 percent of men planned to spend $100-499 on clothes for the holidays, compared to only 50.8 percent of women.

Retailers are now starting to look at the male demographic as one with some serious spending power. The Sun-Times lists the following mind-boggling statistic: In 1975, men only purchased 25 percent of all available men's products, while women bought 75 percent of their goods. What?! Today, those numbers have been reversed--men are now purchasing 75 percent of their own products. Wow, what a difference 30 years can make.

In addition, more men than ever before are dialing up their friends to accompany them on shopping trips (think girls day at the mall, but with the boys).

"Men are finding friends--they don't have to be romantic friends--who make shopping a social occasion. This is a new phenomenon," said Marshal Cohen, chief industry analyst at NPD Group.

I love this! Why shouldn't men be empowered to purchase the items they care about, especially when it comes to their clothing? It's exciting to see this demographic growing, along with the cultural shift of men hanging out with friends at the mall.

Remember the days when your boyfriend would staunchly sit on one of those uncomfortable benches in the mall, continually checking his watch? Not any more--instead there may be a fight over having to leave the mall before it closes...

What's your take on this shopping shift? Why do you think men are more focused on how they look today, than they did 30 years ago? Know a retailer that's catering to this market in a really big way? Tell us about it here!

--Heather Strang

Comments

[Christina]

This is so true! I see groupsof men out shopping and pampering themselves...and hitting on unsuspecting women! Companies have picked up on this trend and are marketing male pampering products! Men are now seeing what women have known all along...that lunching, shopping, and pampering are fabulous and essential!