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

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.

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

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

  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/content/06_36/b3999001.htm • http://www.abercrombie.com

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