Metrosexual men: a historical perspective

Metrosexual men: a historical perspective

It was the winter of 2005. In our regular panel consumer data we have noticed a trend that showed an interesting and important change in the way men shop.

Traditionally it was accepted that shopping is not a favorite activity for men. They avoid it always if possible, delay as long as they can and when they have to do it would go about it without wasting unnecessary time. Their choices are functional and if any emotions are present at all in relation to shopping, these are mostly irritation and boredom.

However, while analysing how Bulgarians shop, in the segment of shopaholics we discovered a core of 25-44 men. From around a million and 200 thousands Bulgarians, who we defined as shopaholics, 38% were men and one half of them – 25 to 44 years old.

For them shopping is an act of pleasure, they buy more than planned, spend instead of saving and when short of cash, they buy on credit.

From today’s perspective it seems interesting to look back and listen to the thoughts of randomly selected metrosexual men.


You may do so by watching this video. It was shown at the annual festival of the association of advertising agencies.

We would love to hear from you what do you think happened to this consumer segment? Do they still exist?


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