There was an interesting piece online at the Independent last week. According to a survey by Accenture, the boys are catching up with the girls when it comes to online fashion spending. The reporter’s analysis of male shopping behaviour is very interesting. Because men are “inherently lazy”, and because they like to buy what they like over and over again, they’re now turning to the net in their hordes. Ecommerce sites are tapping in to this behaviour by providing advice-style content, swift delivery, and a quick checkout process. My own experience bears this out. I can’t be the only one whose husband prefers to try on shirts over his clothes than take them into the dressing room? Unlike me, he views shopping as a chore rather than a social pleasure. His favourite clothes-shopping destination is Sainsburys, where he can raid the sales racks in the time it takes me to bag up a few apples (and skip a few aisles at the same time). He knows what he likes, and he likes what he knows. Perhaps the future for men’s fashion is online, if he’s anything to go by.
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