How do men shop for garments?

Abstract: When we talk about shopping for garments, we mostly think of women first. Men also shop, need clothes, spend time and money in stores and dress in various fashion styles. That is why we decided to explore men’s attitudes and behavior in a garment shopping experience. Our main focus was men’s experience when buying fashionable garments. The thesis is based on investigation within the area of consumer behavior and its focal point is on men, shopping and how do they feel when they shop. In the study we conducted various qualitative researches which are participant observation method along with a short interview and a focus group method that helped us to get deeper into men’s mind and their perception of shopping and fashion in general. We have also conducted library research in order to obtain more data and information about previous studies made in the same field. While collecting all the possible data for this study, we tried to keep a visible link between our empirical findings and the collected library data. Results of the study identified four key traits that greatly help in defining men shopping experience as rather enjoyable or not. These traits are time consumption, uncertainty aversion, prices of garments and companionship while shopping. Time consumption and uncertainty aversion have been indicated as central traits which, in a right balance, can characterize male shopping experience as more pleasurable. Our overall findings indicate that men are strongly represented in the global shopping arena and share their own characteristic shopping behaviour. Thus, men should not be neglected nor ignored as consumers of fashionable garments.