Male consumers are changing their tune when it comes to the prospect of going shopping, according to research from global fast fashion giant Uniqlo.

Uniqlo said about 71 per cent of Australian male shoppers surveyed believe shopping is actually a self-rewarding process, with two in five, or 40 per cent, saying they enjoy shopping.

The study also shows the younger generation are leading the way when it comes to changing perception around shopping, with millennial males most likely to feel positive about shopping compared to baby boomer males, who aren’t as enthusiastic (49 per cent compared to 26 per cent).

Tracey Lang, marketing director at Uniqlo Australia, said the image of males waiting outside while their partners shop inside is a common cliche. “Men are embracing the idea of retail therapy and starting to see shopping as a self-rewarding experience.

“We know there are other places guys would rather be hanging out, but it’s clear that males are also making a more conscious effort in the way they dress, look and feel,” said Lang.

According to Uniqlo’s research, while males on average spend $117 on a shopping trip, their basket-size leaped to $131 when shopping with their partners, while a trip with their mates increased their average spend to $159, revealing that they’re easily influenced on their shopping trips.

It also showed almost nine in ten (87 per cent) men prefer to choose their own clothes rather than to have someone else shop for them.

Almost three quarters (72 per cent) of respondents say they dress for themselves, whilst 44 per cent admit wearing something to impress a romantic love interest.

Millennials in particular are interested in improving their appearance through clothes, with nearly half (47 per cent) of respondents saying that style is also an important factor when they go shopping.

“We commissioned this research to get a better understanding of men’s attitudes when they’re purchasing clothes, so that we can make life easier for men visiting our stores,” Lang said. “The research reveals there’s an increase in males who choose to go shopping, but there’s still a cohort who would rather spend their time on other activities.”

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