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Internet shopping has always suited men: it’s solitary, it involves technology, you can do it with food, drink or a cigarette in your hand and you don’t have to hang around outside waiting rooms while your girlfriend fights her way into something she’s going to ask your opinion on. And this happiness to shop from a computer has led to men outshopping women online for the first time, in the first quarter of 2008.
Internet clothing sales are booming: 36% of consumers who have internet access purchased clothes, footwear or accessories online in the last quarter of 2007, almost double the figure two years ago – making fashion second only to books as the most popular internet purchase. Shopping online works for men, because they get to play with technology: mouse and screen etc, and can do price comparison processes which are a large part of any male purchase. It’s only good, in the male mind, if you pay the most, or the least, for something, and never good if you actually have to traipse around the shops to find the cheapest!
Also, as every fashion-conscious wife knows, once a man finds a clothing item he really likes, he will tend to buy it over and over again and the internet is the perfect tool for that – he knows the size, he knows the colour and he knows he wants it delivered so there’s nothing left to do but click the mouse! But where is the new growth in garment retailing online coming from? Well, it’s the men who are interested in fashion, or at least in looking good, but who don’t live in a major city. Designer brands, unusual sizes and personalised clothing like monograms or tailoring the cut have all made internet fashion into a great resource for men.
Male fashion courtesy of defrost.ca
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