Metrosexual men’s shopping habits : study of the modern men’s clothing brand selection

Abstract: Metrosexual men living in Växjö travel to other bigger cities in order to purchase desirable clothing. They are highly concerned about expressing desirable image through clothing, brand selection and personal attachments. Strong appearance and fashion awareness as well as desire for refreshing their wardrobe and image update categorize them as early adopters of new clothing collections. Metrosexual men are favorite brand switchers, which means brand loyal to few clothing brands within product category.