Insights on metrosexuality and consumption for marketers in South-East Europe

Vasileios Magklaras, Alexandros Kapoulas, Natyra Xharavina, and George Miaoulis Jr

This article explores the emergence of metrosexuals among millennial men in five South-East Europe (SEE) countries and their subculture of consumption.

Introduction

Throughout the last decades, masculinity has been transformed and reevaluated (Likhar, 2021). Concepts, such as metrosexuality, spornosexuality and retrosexuality, have emerged to explain these various alterations of masculine identities (Wolfman et al., 2021). Academic literature has started embracing the arising concepts, yet, a predominant focus has fallen upon metrosexuality (Casanova et al., 2016; Mitchell & Lodhia, 2017). A metrosexual is an image-conscious man who "spends considerable resources on appearance and lifestyle (Pompper, 2010, p. 684)." Besides academics, popular culture producers, marketing experts, and advertisers have paid special attention to metrosexuals, especially given metrosexuals' considerable spending on appearance and grooming...

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