The male of the new century is more comfortable in describing his feelings, is more emotionally invested, and is honed in on daily grooming and prepping to make a good impression. Nearly half of the men admitted that there was nothing wrong with getting a manicure or facial. I recall my grandfather as a figure larger than life in many ways: a bomber pilot in WWII and a hard-drinking man who loved to fish, golf and swear, in no particular order.
As a kid, I recall him joking that all he needed for a shampoo was his handkerchief as he pulled it out of his pocket and wiped it across his bald head.
I think not. Admittedly, I have inherited some of his machismo traits, having eaten rattlesnake and survived a skydiving accident, and I'm a fan of single-malt scotch. However, I also confess to a higher-than-average involvement in personal grooming and clothing. I'm not sure if I'm a metrosexual, but I suspect it is not an assessment easily made about oneself.
Therefore, you may be a metrosexual and not even realize it. To find out, answer the following question or pose it to a man you know : How many hair-care products do you have in your bathtub or shower? Count them - shampoos, conditioners and so on. Is it two?
In one focus group, a consumer admitted to having 12 hair-care products. If you have more than three, chances are you are a metrosexual or you know one well. Tom Granese has some key insights to offer on this emerging segment. As founder of Regimens , he understands that an increasing number of men adhere to these new qualities and values. As a retailer of premium personal grooming products specifically designed from a masculine perspective, Regimens has placed the metrosexual at the bull's-eye of its target audience.
Such brands as Mont Source, Nickel and Baxter of California are marketed to men who spend an average of 51 minutes per day on personal grooming and hygiene. Compare that with women, who spend an average of 55 minutes per day.
The metrosexual has a decidedly higher level of involvement than the average Joe. As a result, women have had an important role in the purchase of men's toiletries.
By tradition, men's grooming products have been relegated to a small section of the local grocery aisle with such legacy brands as Edge, Aqua Velva, Brylcreem and Top Brass. There have been some signs of recent change that reflect the increasing importance of men in the premium grooming category: Department stores have increased their focus on the male category by boutiquing their premium lines.
Now, advisers from KPMG have been brought in to conduct an independent review of the business' finances. With former Royal Mail chairman Allan Leighton appointed as the chairman of the group which, alongside Peacocks stores, includes Bonmarche stores in April, is it time to ruffle some feathers at the year-old retailer?
We asked former Woolworths head of brand communications, Tracey Follows, now managing partner, head of planning at VCCP, and Crispin Haywood, shopper marketing director at Ogilvy Action, which works with several retailers.
One would think that Peacocks is perfectly positioned. People are tightening their belts and their purse strings it does belts and purses! They are looking for everyday affordable style, from a value-for-money brand they can trust; and yet, I'm not sure I trust its proposition. Struggle as I might, I can't quite work out who Peacocks is for.
Its target customers are women aged over 45, but the communications show a year-old, stick-thin model leaping about the London Underground. I can't help wondering if I have misunderstood. Do I buy the cord A-line skirt or the floral playsuit online? Peacocks sells both. Not only will that save money, but it will save time. Why would a busy mum consider spending her valuable time looking, but not finding, anything suitable in a Peacocks?
Without advertising, how will she ever know about recent collections, designer collaborations or on-trend must-haves? Go To Girls Home. Go To Nightwear Home. Go To Sale Home. My Account Store Finder. Sign In Register. Student Discount Stores Customer Services. Home About Us. In , Albert's son, Harold, moved the business to its current home in Cardiff.
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