The GQ Man

            Over the last few months everyone from WWD to Cotton Incorporated to NPD have reported the resurgence of men to the marketplace. For years retailers have concentrated on female shoppers under the assumption that men liked to dress their women in the finest apparel. Coupled with that was a gain in the purchasing power of women due to their presence in the workforce and their increased role as the domestic financial advisers. Men were and remained overshadowed as retailers catered to the needs of women.
           Since the holiday season of 2010 men have been receiving some much overdue attention brought on by spending and growth outpacing women. With Father's Day just around the corner retailers are anxious to take advantage of the new cash cow.
           Categories expected to flourish are basics and replenishment items according to NPD. Traditional Father's Day items such as ties, shirts, and cuff links are also expected to do well. Other stores have seen tailored mens clothing as drivers.
             Men want to look good again. They want options, and they are demanding it now. In a recent study by Cotton Incorporated men admitted to using window displays, peers, and magazines as sources of styling inspiration. They are more conscious of how they look.  I think it's going to be a really exciting event to witness in full swing. It is what I foresee as the coming of the new GQ male.
              It is interesting how the lines of gender are rapidly blurring. Men cook and clean, use personal hygiene products developed for them, are stay at home dad's, and have the option of cosmetics. Women conversely have adopted mens roles, and wear "boyfriend" inspired clothing. This mash up of genders can be seen  right down to children apparel, with the latest trend of unisex styling that goes far beyond yellow and green onesies.
               I feel like the trend in mens has been a long time coming since the adoption of the term metrosexual.. These men were the first, recognized and termed, to take care in their appearance and grooming. I could speculate it just took the rest of the guys a little longer to adopt the idea.



Source:
http://www.wwd.com/retail-news?module=tn#/article/menswear-news/mens-retailers-expect-strong-fathers-day-sales-3610228