MENSWEAR Male consumers fall into three categories

The number of men who now shop alone has increased.
NEW YORK (AP) -- The male consumer -- whether married or single -- seems to be increasingly shopping alone. And not all of them shop alike.
According to NPD Group, a market research firm, more than 45 percent of menswear sold in the United States last year was sold to men who were shopping without women, compared with 26 percent in 2000.
Alan Katz, publisher of the men's shopping magazine Cargo, said the publication's research found three different kinds of male buyers:
UThe enthusiast, who buys a lot across all categories, and is the first to embrace the latest trends;
UThe focused buyer, who does a lot of research, but buys in only a few categories;
UThe guided buyer, who looks to publications, friends, girlfriends or his wife to tell him what to buy.
To get a better picture of the male consumer, Cargo spent months researching men's shopping patterns, including hiring Chicago-based Doblin Research, which applies ethnography, a branch of anthropology, to study what motivates men to shop. Men were interviewed at their homes and were followed on shopping trips.
Cargo officials intend to present that information to retailers and manufacturers across the country over the next few months.
Good looking
Renee Lewin, Cargo's associate publisher for marketing, said retailers have underestimated the roles of women in men's shopping. "Men want to look good for women, and women have raised the bar."
Stores, she added, should target the "guided" male buyer, since he is the easiest customer. "Don't waste your time selling to the focused guy. He's tough," she said.
Cargo also will be learning from its new Cargo Council, a panel of 2,500 men who will offer their opinions on the issues as well as new products and advertising.