Defining men is a much discussed subject and a lot has been written about them in the past. However the words: men, enjoy and shopping are rarely used in the same sentence!  A European study on the shopping habits of men, which we carried out together with Zalando has managed to overhaul the image of the grouchy man reluctantly entering a shop or waiting outside while their partner shops for them. Men do indeed enjoy shopping for clothes and possess a distinct fashion sense.

According to our panellists, quality and a homogenous style are important, brand names and the latest fashions are less essential. Men are most likely to go clothes shopping when they need something, although it is the Germans and the Swiss who can be most expected to make that “just by chance” purchase. It is then no surprise to learn that both the Germans and Swiss have the biggest interest in fashion. Ten pairs of shoes and chats about fashion and styles are also not a rare occurrence for men in Germany and Switzerland.

The biggest spenders are the Swiss; on average they spend 127 Euro on clothes every month. The Finnish men are the most thrifty, as far as clothes are concerned spending 57 Euro a month on them. The most popular items of clothing are a casual T-shirt or shirt; and the favourite colours are the subdued black and blue. Only on special occasions, such as a first date or a visit to the in-laws, is the „best“suit pulled out and dusted down from the back of the wardrobe. The Dutch and Norwegian males say that no matter what the appointment or event, they are most likely to be found in something casual.

With regards to accepting compliments in their appearance, all men enjoy a few appreciative words; especially the Swiss and French.

If men are accused of wearing something that „just doesn’t work“ then it must be the fault of their partner, as without them,as their personal shopping advisor (PDA), they wouldn’t venture out to the shops in the first place.