Is the Metrosexual Male Passé?

Some argue that corporations identified the metrosexual male to simply fuel men’s fashion and buying habits. Regardless of its origins, many men identify with the metrosexual moniker, possibly because many women like the idea of a man who better understands them. However, just because you paint the house doesn’t mean the foundation cannot crumble. Much of the marketing research directed to reach the metrosexual male seems to have fallen on deaf ears. Is the metrosexual male passé?

Demographics

The metrosexual male is typically between 25 and 40 years of age; however there is no strict age limit for a metrosexual. The demographic is more generational and tends to move with the accepting generations rather than staying with a particular age group. Maintaining a metrosexual male lifestyle requires a reasonable amount of discretionary income; therefore, the metrosexual male tends to have an income of greater than or equal to seventy-five thousand dollars per year. He also lives in an urban area, allowing access to current trends. According to recent research the metrosexual group is now thought to be quite small, though I tend to believe it is growing, particularly because the female population seems to embrace metrosexual archetypes such as, James Bond, George Clooney and David Beckham. Also this evolved male group will continue to grow as females continue to maintain an equal role in the household and becomes more of an important role model to their male children.

Behavior Profile

When describing the behavior of the metrosexual, he is often referred to as a heterosexual homosexual, meaning he is sexually attracted to women, but has a strong interest in being hip, fashionable and well-groomed. The metrosexual does not mind, even enjoys, shopping, particularly the result of being trend-forward. He is also comfortable with buying and using a wide variety of grooming products and may even visit a spa for beauty treatments previously reserved for women. He tends to be a member of an upscale gym or athletic club. The metrosexual is inclined to be an early adopter particularly in the following areas: clothing & accessories, technology, cars, music, travel and food & alcohol. Therefore, a great deal of his income is spent on such items. The metrosexual also takes great care with his home décor, even while single. Since men are currently single during greater portion of their life, this is a significant change for marketers. The metrosexual enjoys studying the latest on subjects such as art, politics and wine. Women often befriend the metrosexual, but are not inclined to date him until later in life, at which time they tend to snatch him up like candy. Non-metrosexual males often find the metrosexual pretentious.

Psychographics

The metrosexual believes that appearance is a reflection of person. He also affirms that one’s knowledge of current topics emulates their intellect, requiring him to keep-up with prevalent news in pop-culture, business, world events & politics, restaurants, clubs and bars and the arts. He believes that quality and refined-taste are synonymous with expensive. The metrosexual desires to be the life of the party.

Observers note a recent cultural shift from the metrosexual towards the retrosexual male. There is much speculation as to the reason for the pendulum swing. Some believe that it is due to a backlash in response to the metrosexual label by the larger more masculine male market segment. Others believe the retrosexual moniker is just another corporate creation, designed to re-focus on the manly-man to which so many of their products are designed. More than likely, it is simply that many companies have discounted the complexity of their male consumers and failed to understand them.

In answer to my opening question, no, the metrosexual is not passé. And the retrosexual roams free. The reality is that neither taxonomy comprehensively covers most men who reside comfortable somewhere in the middle.