Spa/salon party events and pink cellphones/electronics marketed to young women seem to get a lot of attention, but they aren't the only ones buying. Young men are starting to embrace shopping, as well.


They are looking for the latest and they want to look good, of course - but they'd still like the rest of us to think they are unaware of such things. As a recent article in Australian publication, The Age, put it:
"Where an awareness of fashion was once viewed by males as something that challenged masculinity, today fashion is a fundamental defining factor of a young male's personal identity.
However, being openly conscious of what you wear is still perceived as a relatively feminine trait. Therefore, most males are still cautious about publicising their fascination with fashion and may not always be willing to adopt new trends as soon as they enter the market in the same way that females are."
Research conducted by Linda Tuncay (Loyola University Chicago) and Cele C. Otnes (University of Illinois) points to "a shift in acceptable notions of masculinity" that has lead to the growing consumption of fashion and grooming products by men. Still, though that masculinity shift is clearly under way, young (and older) men likely continue to head online to buy the more typically "feminine-y" products they seek. Manly men who are giving fashion and grooming some thought are probably hiding in the shadows for now.
What this tells me is: the marketing to women efforts that many a savvy brand have been developing really aren't just about women. Rather, all the learning and practicing to reach women has been about serving the feminine shopping traits that, it just so happens, reside in the brains of most consumers - no matter their gender.
Isn't this great news? If you still weren't buying this "serve women better without alienating men" idea, here's were we start to see the proof. Once men get comfortable buying clothes and grooming products, and being served with the highest standards developed for female shoppers, they'll start to expect the same in all their other realms of consuming.
Women may have been the inspiration for better, richer customer experience and more relevant marketing approaches, but today, your brand needs to deliver this special treatment to EVERYONE.