August 29 2014

styledotcom High-waisted flares are going to be everywhere this season.

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Don’t Call Me a Yummie



Listen up, luxury brands: I don’t want to hear any of you calling me and my fellow young urban males “Yummies.” I don’t care how badly you want to target 20-something dudes with no families and plenty of disposable income to burn on camouflage backpacks. Just stop. Metrosexual was bad. Yummie is worse. Three researchers at HSBC have determined that these Yummies are the future of retail, reports Bloomberg Businessweek. Interestingly, the study did find that some luxury companies are making moves toward seducing these young males. “Michael Kors, for example, is hoping to grow its annual menswear revenue to $1 billion, which would amount to almost a sevenfold increase. Coach, meanwhile, is close to that goal, having expanded its sales to men from $100 million in 2010 to about $700 million today.” That’s fine, but just remember, no amount of revenue is worth sacrificing your integrity. RIP, Yummie.

Photo: Courtesy of Paramount Pictures 

Dept. of Culture