Venturing Into the Unknown....

Though women seemed to be constantly deemed with the notion of being “a complete mystery”, in actuality, various male archetypal characters and their needs have yet to be uncovered. Marketers are recently just scratching the surface of the complexity of the male consumer. As marketers, have we misunderstood the male consumer? Have we attempted to siphon the mass mass market into two very finite categories?

One of these distinct archetypes is the retrosexual, “the metro (sexual)’s alter ego,” according the Business Week columnist Nanette Byrnes. Byrnes claims that the retrosexual male is, “all about guys not succumbing to ‘female things’.” Further than succumbing to ‘female things’, I feel that the retrosexual is even intimidated or offended by an association with anything female. This married 30-mid-forties year old male is found in the middle to upper middle class. His wife is not the only object of his affection and attention and fills his time with sporting events and other “male bonding” activities. The retrosexual thrives on competition and frequently plays football or basketball with his buddies or even takes fishing or hunting trips on the weekends. His indulgences include a hearty meal, beer, sporting tickets, a new gadget or an oversized vehicle. He is not health conscious in his eating habits, as he feels that would make him less macho.

The retrosexual male is extremely comfortable simply wearing his favorite sporting team’s jersey and jeans with stains on them from the household projects his wife asked him to complete. He will not hesitate to put up a fight when his wife requests that he dresses up to attend a couples outing or social function. Style is not a priority for the retrosexual; he is unconcerned with his attire or appearance and believes he would be less masculine if he was concerned. The retrosexual’s wife does most of his shopping, but fashion-forward or more daring clothes simply sit in his closet while he wears his traditional, sometimes dull garments. Rarely would he take the initiative to take his wife on romantic dates, as he would detest appearing “soft” or romantic. He seeks to gain approval from his male peers. The retrosexual would be embarrassed to discuss or reveal any feminine-leaning activity such as body waxing, using a high quality hair product or even going to the theatre.

The retrosexual hates to shop and avoids trips to the mall at all costs. He is known for purchasing his Christmas gifts on Christmas Eve or utilizing the convenience of online shopping after his wife makes a clear-cut list for him. He claims to “buy” instead of “shop.” He has a get-in-get out mentality and would rather buy for convenience and forsake price, brand name and quality. He does not respond to fads and prefers simple, practical products as these products align with his reasonable nature.

Male camaraderie is at the top of the retrosexual’s needs list. He has an underlying need for a community filled life. He desires to be related to and therefore desires men who understand him. The retrosexual is very simple minded and can sometimes be mistaken for male chauvinist or condescending around women. There is a subconscious need of the retrosexual to assert his traditional male role of strength, power and control. This need accounts for the majority of his behaviors and attitudes. Claims of his masculinity are heard from the retrosexual’s mouth. He desires for others to know and acknowledge his simple outlook on life. The retrosexual is a “man’s man” and he has a need to associate himself with others like him and declare his masculinity publicly.

Because of the mystery of male shopping, marketers are now revising and expanding the duality of the extreme male segments, according the Business Week Podcast, “Secrets of the Male Shopper.” As my in-class group began to encounter during the segmentation phase of our project, it is very easy to narrow the focus of a segment very quickly. This can block out an entire group of people that may actually fall into the segment by a single attribute. Additionally, I found that when I was describing a segment that isn’t one I am completely in-tune with or not a part of, it is easy to portray that group in a more negative light. This may have exposed some of my pre-conceived biases that may interfere with accuracy in marketing. Without being immersed in the group it is difficult to predict and correctly empathize with the innate needs of an individual. When undergoing this process I considered an individual that I actually knew that most closely fit this segment and also examined an individual that most closely fit a segment that was most in contrast to retrosexuals: metrosexuals. I also felt that many of my assumptions could prove to be oversimplifications. While desires and needs may be simple, the expression of these needs may be very complex. This is not only one of the mysteries of the "once thought to be simple" man, but one of the many mysteries of marketing.