Metro sexual marketing

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In a development which will probably have him running to the mirror yet again to search anxiously for lines, this year the metrosexual leaves his teens and turns BY his own admission, year-old Karru Martinson is not what you'd call a manly man.Macho is out, and the well-dressed, wine-savvy, salon-visiting, body-conscious, gourmet cook is in.With retailers selling products to and even opening stores for metrosexuals, they are now well recognised in many western countries; however, market sizing, measurement and understanding their psychology remain understudied.Metrosexual is a portmanteau of metropolitan and heterosexualcoined in describing a man especially one living in an urbanpost-industrialcapitalist culture who is especially meticulous about his grooming and appearance, typically spending a significant amount of time and money on shopping as part of this.At the time, it was an exotic phenomenon: straight men who groom their cuticles, like wine bars and enjoy shopping with their gal pals.

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Here is his definition from that now infamous article: "The typical metrosexual is a young man with money to spend, living in or within easy reach of a metropolis -- because that's where all the best shops, clubs, gyms and hairdressers are.

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The word can be used both as a countable noun or an adjective, and refers to a man who, regardless of his sexual orientation, has a strong interest in fashion, beauty and his own personal appearance, the kind of values that are traditionally characterized as female attributes or associated with gay men.Greg Wolfman does not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and has disclosed no relevant affiliations beyond their academic appointment.Metrosexual is a phenomenon of 21 st century, which has challenged the traditional masculinity.


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