Luxury fashion may be switching gender and age roles. In much of the world now, the most attractive demographic for such companies as Burberry (BRBY) and Coach (COH) isn’t middle-aged women with sky-high credit limits; it’s twentysomething men with smartphones and self-esteem issues. At least that’s the theory put forth recently by a three researchers at HSBC. The future of retail is in young, urban males—or as HSBC dubs them, “Yummies” (a handy verbal shortcut if one can say it without gagging). “The metro-sexual, that cliché from 20 years ago, is now becoming a commercial reality,” the HSBC team writes…But hasn’t it always been thus? Apparently not. HSBC notes that a lot of men are marrying later in life these days, freeing up income in their twenties that would otherwise have gone to supporting a family. The college fund can go to Coach totes, and the diaper budget is diverted to baby-soft driving moccasins. In trying to impress, HSBC says many young men are also looking past cars for the first time. After all, anyone with a few hundred dollars a month to spare can lease a Lexus (TM), but a traveling martini satchel from Tumi (TUMI) takes $5,000. [BusinessWeek]

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Comments (7)

  1. Posted by Guest | March 25, 2014 at 5:21 PM

    In Britain they're called 'Chavs.'

  2. Posted by gtedsf | March 25, 2014 at 5:34 PM

    If bone-stock leased faux luxury cars is the new gay, consider Dallas the next San Fran.

  3. Posted by Guest | March 25, 2014 at 5:52 PM

    How about "Chazs" for the luxury fashion that's transgender?

  4. Posted by Guest | March 25, 2014 at 6:31 PM


  5. Posted by Guest | March 25, 2014 at 6:36 PM

    good mouse-over.

  6. Posted by UBS MD | March 28, 2014 at 6:37 AM

    I typically do my luxury shopping at banana republic and gap.

  7. Posted by DBHF | March 31, 2014 at 1:52 PM

    Hey! My fully-loaded M3 costs $999.95 per month!