Men Emerge as Increasingly Confident Solo Shoppers in 2005 Retail Executive Survey

NEW YORK (BUSINESS WIRE) -- According to a new market study of retail executives commissioned by GQ, the shopping habits of American men are undergoing significant changes. Men are more confident, independent, willing to shop alone, and no longer reliant on the women in their lives to influence their purchasing decisions.

Contrary to the traditional image of men as uncomfortable shoppers who are wary of going into stores or choosing their own clothing, the new findings suggest that men now shop for fun and leisure, and make the majority of their own apparel purchases. In addition, men are increasingly likely to buy products for themselves, in particular when shopping for electronics, casual clothing, watches, and fragrance or grooming products.

Peter King Hunsinger, vice president and publisher of GQ, noted, "As we survey the fall shopping season, we are very pleased to see that this market study indicates such an impressive level of comfort and independence for men as well-informed and active shoppers, and for the retailers who cater to them in the men's retail marketplace."

Among the survey's findings for 2005:

-- 84% of men purchase their own clothes - versus a 2001 study that found just 65% of men purchased their own clothing.

-- 52% of the retailers surveyed report that their male customers shop at least once a month - versus the 2001 study in which only 10% of the executives said that their male customers shopped at least once a month

-- On average, male customers shop at the surveyed retailers' stores 18 times a year - versus 5 times a year in the 2001 study.

-- The tendency of men to purchase products for themselves has increased most significantly for electronics (64%), casual clothing (62%), men's watches (53%), and fragrances/grooming products (50%).

-- 53% of the retail executives surveyed witnessed a spike in "casual clothing" purchases for men during the past two years, and 41% of the respondents anticipate continued growth in this category for the next two years.

-- The "sweet spot" (average age) of male shoppers for every apparel category surveyed is between 30 and 39.

GQ magazine commissioned RWA Research, an independent marketing research firm in New York City, to conduct the recent study of retail executives. Though commissioned by GQ, the executive survey was conducted anonymously and made no reference to the magazine.

A similar study was conducted in January 2001. Where parallel questions were posed in both studies, comparisons between the two surveys were made. The results for the questions were tabulated based on the number of respondents to each individual question.