Dive Brief:

• The demographic appearing as the most desirable target of upscale retailers are young urban males, somewhat nauseatingly referred to as “yummies,” according to researchers at investment bank HSBC. 

• The slowly improving economy has kept a lot of young people price-conscious, but young men with money that are marrying later are interested in high-end brands beyond the traditional male status symbol: luxury cars.

• HSBC’s report, “Rise of the Yummy,” noted several upscale brands are aiming their marketing efforts to young moneyed men, including Michael Kors, Coach, and Burberry.

Dive Insight:

Here is a trend, with a most unfortunate nickname, that has expensive brands turning from their traditional targets of wealthy women to rich, young men eager to impress. The report notes that the “metrosexual” phenomenon of 20 years ago has now fully bloomed: That was when retailers began to notice that men were becoming more interested in items like cosmetics, more traditionally the obsession of their girlfriends and wives. If true, this trend will likely trickle down to young men of much more meager means. Look for companies to eventually start catering to these guys at a variety of price points.