Congratulations! Now is the time to reap the benefits of your many years studying up on marketing to women. We are seeing bits and pieces of evidence that men are beginning to shop more like women.

Perhaps men started with skin and hair care products because they could easily use what their wives or girlfriends had left in the shower, and/or secretly purchase fancier products online. But, men are now going into other categories, and taking this behavior offline, as well. The luxury world, in particular, seems to have taken note, with brands like Harry Winston and Lilly Pulitzer using all their usual "womanly" methods to serve apparel and accessory-buying men.

In the December 15th issue of the Wall Street Journal, Ray A. Smith wrote about this trend in luxury marketing. Here are two excerpts from that insightful piece:

"The labels say one of their ultimate goals is to get men to shop more like women -- making more impulse purchases and being open to items they didn't intend to buy when they walked into the store."

and,

"The labels say it makes business sense to target men now. In the 12 months ended Oct. 31, U.S. sales of men's apparel rose 2.6% to $56.3 billion -- faster than the 1.9% growth to $103.5 billion in the women's apparel market, according to market researcher NPD Group."

Of course, the first to leverage their women's markets knowledge to serve men would be the traditionally female-oriented fashion and beauty industries (they can't help but do things in a woman's way). The question is: will more traditionally male-dominated industries also begin to use the guidance they get from their women's market (we hope) to serve everyone better? Yes. In fact, the auto and home-building industries are each showing signs of awareness in this direction.

So, what's going on? Men are slowly sticking their toes in the water of more holistic thinking and buying. Once they try a fancier skin lotion and like it, for example, what is to keep them from taking it another step and demanding more from their clothing retailers and car dealerships? Men have long witnessed the pleasure in, or at least the dedication that women give to, making wise, long term, more meaningful connections with brands and retailers. They are now feeling free to go beyond linear thinking and use both right and left brain traits to consider and make purchase decisions.

Please note: this is not to say that men are becoming more girly! Rather, it seems society may have reached a point where men are considered no less masculine if they pay good money for a nice sweater, a facial or a safer car. We live in a world of abundance, and EVERYONE now expects/demands much more relevance and higher standards of service from brands. And, brands have to listen, because they are now scrambling to keep, let alone grow, their markets.

The way I see it, men are discovering what women have long known and acted upon as consumers. Any brand that saw this coming, and spent time to learn more and become relevant to women, now has a serious advantage. Kudos to those that did.