When Girls Were Girls and Men Were Metrosexuals
Topic Market Segmentation, Targeting, and Positioning
Key Words Segmentation, metrosexuals, psychographics, gender segmentation
InfoTrac Reference A106698492
If your textbook came with an InfoTrac passcode, click here to login on InfoTrac.
News Story 

Who or what is a metrosexual? Metrosexuals lift weights-and exfoliate. One role model: David Beckham, the tough soccer player who isn't afraid to wear sarongs and nail polish (off the field). David Bowie and Mick Jagger, with their gender-bending Pop personalities, also come to mind.

Fad or not, the segment has marketers in a tizzy. L'Oreal recently signed up manly heartthrob Ben Affleck to pitch its hair products. Levi's is marketing low-cut jeans for dudes who want to look hip-and de-emphasize their love handles. Cosmetics companies are cranking out all types of men's hair goo and body spray. The Body Shop, a women's retailer, has launched a line called For Men. Even home appliance makers are jumping on the trend. Whirlpool and Maytag are designing appliances (like Personal Valet, a home dry cleaning gadget) for fastidious male homeowners.

Metrosexuals aren't exactly new-think of all those ancient Greek discus throwers wearing togas. The term itself was supposedly coined by a British writer in 1994 and copped by ad agency Euro RSCG Worldwide in a recent report on men. From there it was only a matter of time before someone, namely Jane Buckingham, head of New York consultancy Youth Intelligence, would, with a straight face, say: "In a few years all guys will be metrosexuals."

Questions
1.

Why do marketers break down the world's populations into segmented groups, and how are these groups determined?

Source Robyn Meredith; Melanie Wells, "Today's Man," Forbes, Sept 1, 2003, v171 i17 p50.
Instructor Discussion Notes Discussion Notes
These notes are restricted to qualified instructors only. Register for free!

Return to the Market Segmentation, Targeting and Positioning Index

©2004  South-Western.  All Rights Reserved   webmaster  |   DISCLAIMER