A man’s word

who is Man 2.0? What are his new characteristics, his desires and his consumer habits? Fashion brands have men figured out, but the challenge remains for the transversal sectors on how to sell to this demographic. Thus Carlin International reveals the key and provides the solutions to suit the markets and the needs of all – all thanks to its study: “Le Mâle Léché” – a focused overview of the characteristics of the man of tomorrow. In the following pages we present an extract of the sociological analysis and trends that is also enriched by the F/W 2016-17 collection from the big names within the male underwear sector.

Today we see a wide range of profiles, but it has not always been as such. Until the mid 70s, men assumed a relatively monolithic role, but in the mid 90s, with the arrival of men’s magazines everything changed. Men now have their own reference points in relation to style or more generally to lifestyle. From 2010 we have been able to identify a variety of profiles all based on a new generation, which came from its metrosexual parent. Thus was born a new desire to stand out and find new forms of expression …from which the hipster and normcore is born.

First of all the initial development we need to take into consideration is the new role of men in the professional and private sphere. We note a stronger desire to establish a new work/life balance. Men are more involved in their fatherly duties: HR directors say they have noticed an increase in requests for flexitime these numbers demonstrate the new flexibility of new fathers, a symptom of their distancing themselves from their professional obligations in order to better dedicate themselves to their families and take some time for themselves. We equally note an increase in the requests for homeworking, or more flexible hours. Generation Y today consist of 40% of the active population. These young active men are more sensitive to the issue of equality than the older generation, and they think about way to improve the current situation. Men are putting themselves in women’s shoes professionally, and now want to manage the home and their careers in the same way as their female counterparts. They are leaving the established work/family setup and rejecting the traditional behavioural performance codes.

With the increasing importance of social networks, which pushes them to the fore, men have naturally come to affirm their own style identity.  They try to find their style, their look and have become experts and it shows! The figures speak for themselves: 63% of men visit a shopping mall at least once a year and 50% love to keep up with the latest trends. Women are still the number one prescribers for men, however, we notice that men are looking for different ways to guide them in their style research. This also shows how a look has become important within the last few years. Men are spoilt for choice in the wide array proposed by the media and numerous blogs dedicated to the fashion world, lifestyle, entertainment, or different types of beauty. Although these resources have arrived well after women’s magazines and websites, they are no less sophisticated. Men have becomes fashionistas like women and they want to know all the facts before making their choice.

After exploring the new male behaviours and characteristics, we will see what great male profiles will increase the sales of tomorrow: Three portrait drivers that Intimoda has illustrated with the trends for underwear, nightwear, loungewear for F/W 2016-17.