Friday, September 23, 2011

Marketers target Men

Marketers are also devoting much more effort to marketing to men—or, as Mr Lindstrom puts it, getting men to shop like women. In 1995 only 53% of American men admitted to shopping for themselves. That figure has risen to 75%. Many are buying traditionally “female” products; marketers created a $27 billion “male grooming” industry from nothing. They bombard men with images that were once reserved for women: think of Abercrombie & Fitch’s buff, topless hunks. (Not all hunks are appealing, however. The firm offered to pay a star of “Jersey Shore”, a crass reality show, not to wear its clothes.)
- Source: The Economist

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