The Anti-Shopper is Alive and Well...Dressed

Most U.S. retailers and publishers of fashion magazines will tell you the “reluctant male shopper” is a stereotype that has been perpetuated since the dawn of the department store. They will also tell you it's a stereotype headed for extinction. Certainly, there is a lot of truth to that claim. For the last decade or so, the fashion industry has sought to engage the male consumer in ways that had previously been reserved only for women. Whether you peg it on well-groomed soccer star David Beckham or the dapper cast of Mad Men, interest in men's fashion has been taken to new levels and the volume and variety of goods available in the men's marketplace has ballooned. From the cut of their jeans to the type of facial moisturizer they use, men have more choices now than ever about the way they present themselves. But more choice doesn't always translate into more style. And it definitely doesn't translate into more desire to hit the mall. Continue reading the article.