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  • Yummies are buying £1,000 backpacks
  • Yummies are buying £1,000 backpacks
    Byazrov ©

Yummies are buying £1,000 backpacks

Not to be mistaken with yuppies, 'Yummies', is a name coined by HSBC to describe young, urban males. They have no family ties, are attached only to their iPhones, and want to be seen spending on expensive goods. Is this the demographic luxury brands should be targeting? 



  • Article image Where has the lad gone? And do we want to find him?

    With lads’ mags Nuts and Front publishing their final issues in April 2014, The Sun’s Page 3 under fire, and even the relatively more sophisticated idea of metrosexual man now an assumed norm, does the 'lad' still exist? If so, where can he be found? And is it worth trying?

  • Article image Marketing to make men spend

    It’s widely believed that women dominate household purchasing decisions – but while this was certainly once true, has it changed over time? In light of new statistics, more and more companies are gearing their offerings and marketing towards men. But are they reaching them?

  • Article image Pick 'n' mix masculinity

    In a world of blurring gender roles, a playful definition of 'what it means to be a man' is emerging. Men have the freedom to build their own definition from a range of discourses.

  • Article image From metrosexuality to inclusive masculinity

    Dr Mark McCormack investigates the roles that masculinity and sexuality play in the lives of male teens.