Metro-sexual men : their behavior towards fashion, cosmetics and self grooming products and services

Abstract

Men and their new masculinity is the new trend. Men of today are more concerned of their looks and behaviors, and with every next day this trend is increasing men are consuming more and more fashion apparel, cosmetics and self-grooming services and products are known as “metro-sexual”. This term was used by the media and the marketers to identify this category man. They have high emphasis on the style and fashion, having the invisible characteristics of masculinity. These kinds of men were use to be part of magazines, media, and fashion industry but now they are part of almost every culture and society. The traditional men with masculine appearance and consumption styles have changed into a modern man of “Today”. Businesses for metro-sexual men are growing day by day, as the need of men is increasing, they want better services and they want to groom themselves too. In Pakistan this study has not being conducted, as the metro-sexuality is growing also in this part of world, the necessity of new services and products is also increasing. The world is globalizing and the trends of one nation are merging with others, which are changing the culture and societies. Genders are dynamic, changeable in nature and complex to understand. Same is with the behavior of genders. Metro-sexuality gained popularity during year 80’s when the western men were more concerned about the fashion and grooming. From several years men in west had relation with the fashion and self-grooming. But this trend started to influence other Asian countries during the end of year 90’s V and after that has been growing up till now. From year 80’s up till now men has been advertised as the object of display the way women use to be, and the businesses for men are also increasing. Women might feel positivity for metro-sexual men as they have feminized masculinity with emotions and sensitivity. This paper studies the men behavior regarding consumption patterns, the factors that affect the purchase and use of metro-sexual products and services. In this study, twenty men were examined through in-depth interviews. The study revealed the variables that influence the consumption of metro-sexual products and services. The understanding people have about term was also analyzed. Factors that influence metro-sexuality and general public point of view about its future and acceptance in society are also studied. The effect of media, social class, culture and society was found on metro-sexuality. After the detail study the effect of media was evaluated the highest as it’s the main factor that changed the culture, society and brought new trends, one of which is metro-sexuality. Social class was evaluated as the second factor that affects metro-sexuality. Culture and society has inter-relation with metro-sexuality, and has impact on it too. The men of today are style conscious and spend time for them and the factors behind that are the force of media, the society pressures and the change of culture due to the change of the traditional men.