The age-old image of males being dragged to go shopping against their will may no longer be accurate.
That's according to new research by Japanese casual apparel retailer Uniqlo.
The research study, which surveyed Aussie males about their attitudes towards clothes shopping, revealed 71% of men believe shopping is actually a self-rewarding process.
Two in five stated they enjoy shopping.
The younger generation are leading the way when it comes to the changing perception around shopping.
Millennial males most likely to feel positive about shopping compared to Baby Boomers, who aren’t as enthusiastic (49% cent compared to 26%).
For the guys who do enjoy shopping, staying on-trend and being fashionable is the main reason why they go shopping for themselves.
Almost half (47%) enjoy it because they love finding new clothes, whilst two in five (41%) believe it allows them to enhance their appearance.
Uniqlo Australia marketing director Tracey Lang said the findings challenge common myths.
“The image of males waiting outside while their partners shop inside is a common cliché, so it’s refreshing to see that men are embracing the idea of retail therapy and starting to see shopping as a self-rewarding experience.
“We know there are other places guys would rather be hanging out, but it’s clear that males are also making a more conscious effort in the way they dress, look and feel,” said Lang.
Dressing for themselves or their love interests?
While males on average spend $117 on a shopping trip, their basket-size leaped to $131 when shopping with their partners, the research found.
A trip with their mates increased their average spend to $159, revealing that they’re easily influenced on their shopping trips.
Interestingly, almost nine in ten (87%) men prefer to choose their own clothes rather than to have someone else shop for them.
Almost three quarters (72%) of respondents say they dress for themselves, whilst 44% admit wearing something to impress a romantic love interest.
All men want is practicality, quality and style
When it comes to what Aussie men are looking for when they go shopping – practicality and quality are key.
Most commonly, men look for clothes that are comfortable and fit well (61%), whilst more than half (52%) are looking for good quality clothes that last.
Millennials in particular are interested in improving their appearance through clothes, with nearly half (47%) of respondents saying that style is also an important factor when they go shopping.
Putting off shopping until it’s a necessity
Most commonly, men don’t mind going shopping if there is something they need, although a quarter (26%) do admit to putting off the need for new clothes as long as possible.
When asked how they feel when they know they need to buy new clothes, the most common response was that it doesn’t bother them at all (27%).
But it’s needless to say, there’s still a cohort of men who are anti-shoppers, with three per cent of men indicating they’d rather clean the toilet than go shopping!
“We commissioned this research to get a better understanding of men’s attitudes when they’re purchasing clothes, so that we can make life easier for men visiting our store," Lang said.
"The research reveals there’s an increase in males who choose to go shopping, but there’s still a cohort who would rather spend their time on other activities.
“At Uniqlo, we’re passionate about making the shopping experience as easy and convenient as possible for all of our shoppers – from fashion-savvy guys to dads looking for the latest polo – so they can get back to the things they love."