Understanding the metrosexual and spornosexual as a segment for retailers

Purpose With retailers selling products to and even opening stores for metrosexuals, they are now well recognised in many western countries; however, market sizing, measurement and understanding their psychology remain understudied. The purpose of this paper is to conceptualise and operationalise the metrosexual lifestyle and examine a number of its psychological correlates. Design/methodology/approach Using a survey with two samples, a scale is developed to measure metrosexuality and validated using structural equation modelling. Findings Metrosexuality was found to have three dimensions: trendiness, concern with appearance, and use of grooming practices, while its antecedents of gender-identity confusion and narcissism are mediated by masculinity and vanity. Metrosexuality is associated with lower levels of masculinity, but not with increased femininity and is slightly associated with homosexual orientation. Research limitations/implications One of the theoretical implications of the new metrosexuality scale is that it may be incorporated in the general theories of lifestyle and consumption, extended self-concept as well as aesthetic motivations of consumption. Practical implications On a practical level, a scale to measure their metrosexuality can be used to help retailers to measure and track the size for forecasting and targeting purposes as well as allowing retailers to better design environments and products for this market. Originality/value No study has previously attempted to devise a scale to measure metrosexuality nor seek to establish if there is any psychological substance behind the media hype by looking quantitatively at its psychological antecedents. This study is the first to define, measure and validate a scale for metrosexuality and contributes to an understanding of individuals who are an increasing part of society.