Intimo più mare n° 203 - Marzo 2016

ENGLISH TRANSLATION
recent edition of the Salon International de la Lingerie, Carlin
International endeavored to draw a closer bead on the man of
tomorrow.
The research conducted by this French firm specializing in
trends enables us to note the existence of a number of very
extensive male profiles. But it wasn’t always that way. Up until
the middle of the Seventies, men had always played a fairly
monolithic role. The big turnaround occurred in the Nineties
with the traditional model when one noted the emergence of the
so-called metrosexual. Especially in France there was a boom in
magazines devoted to the world of men. Men now had genuine
points of reference, models, when it came to matters of fashion
and, more in general, lifestyle.
By 2010 it is possible to identify a great variety of profiles. This
development was brought about by a generational change that had
received its initial impetus with the metrosexual model. Motivating
this change there was a need to find new fields of expression
and this would lead to the hipsters and normcore identities.
The first evolution to be taken into consideration has to do with
the new place of men in the private and professional spheres,
with a determination to establish a new balance between these
two vastly different aspects of life. Men were also becoming much
more actively involved in their role as father: 4 out of 10 directors
of human resources for French companies (in the cross-section
of 200 selected by Robert Halt for a study) stated that they had
noticed an increase in the requests for reduced work hours on the
part of new fathers. This number demonstrates a new flexibility
on the part of the father figure, a clear symptom of the distance
they were frequently taking from the obligations of professional
life in order to dedicate more time to the family and spend more
time on themselves. At the same time one notes a growth in the
requests for teleworking opportunities or more flexible hours in
order to have more time for personal interests and hobbies rather
than just advancing in their chosen career.
Generation Y currently corresponds to some 40% of the active
population. These young men are sensitive to the issue of equality
between men and women than men in the previous generation
and they are devoting a great deal of time and energy reflecting
of the modalities for allowing the current situation to evolve.
Comparing themselves and dealing with women in the workplace,
the men are abandoning the classic cliché of professional life
verses family life, rejecting the traditional codes of performance.
With the ever growing importance of the social networks, encouraging
him to show himself, the average man is more connected,
active and visible in the digital world. He takes center stage,
works on his image, affirming his own individual style identity
even on the sites associated with his professional world. He is
also active on Instagram in order to create his own individual
story. He has become more expert about fashion and creating
appropriate looks. The numbers clearly demonstrate this: 63%
of men go to a shopping center at least once a year and 50%
of them enjoy staying up on the latest fashion developments
(research source: Ipsos). Men are increasingly on the lookout for
an individual style of their own and in recent years the issue of
how they look, their style, has assumed enormous importance.
Nowadays, in the world of masculine fashion there’s an embarrassment
of choices thanks to the enormous number of clothes
and looks found in the magazines and on the blogs catering
to men (fashion, lifestyle, grooming etc). Men are taking their
style identity very seriously and eager to find a look of their own
thanks to the platforms which enable them to obtain targeted
consultation. Blogs, the press and websites help them to find
their own customized image. Even if these formulas arrive a lot
later than those on women’s websites and in magazines catering
to the fairer sex, they are, nevertheless, no less complete or
sophisticated. Today’s man is increasingly as much a fashionista
as women and is determined to select with carefully considered
discernment. He is beginning to acknowledge his feminine side,
no longer exclusively insisting on the macho Superman role.
Sexual ambiguity is a very contemporary phenomenon and is
being translated into increasingly unisex collections. Men are
increasingly concerned with their image, grooming and wellness.
This is amply demonstrated by the numerous barber shops
opening all around the world and the phenomenon of spas and
beauty institutes devoted to the needs of men.
THE MEN OF TOMORROW
Carlin International developed three main profiles into which the
various masculine categories could be divided.
After having examined the new behaviors and attitudes of men
and their modalities of expression, Carlin International proceeded
to examine the characteristics that influence and motivate today’s
consumption behaviors.
Urban Lumber
Urban Lumber, the authentic aesthetic, showcases authenticity
and represents the logical evolution of the hipster, with a certain
retro flair. This is a man who lives in town, preferably a large
metropolis. Ultraurbane, but also nature friendly, he manages
in this way to maintain a slightly rustic image, but always masterfully
dosed; this way, he feel equally at home in the city and
the middle of the wilderness.
The characteristics of his style: he tends to prefer a deliberately
virile look, complete with beard and tattoos, but one that is still
fashion conscious, managing to be delicately poised between
wild and fashionable. This man is open to novelty and always
connected. He is open to the world that surrounds him and
constructs his style by following various sources of inspiration
(magazines and blogs, Instagram and Twitter). An innate hedonist
in quest of the best products, he favors natural products featuring
organic ingredients.
Spornosexuel
The Spornosexuel man is aesthetically a narcissist, the logical
evolution of the metrosexual. He practices a regular worship
of the body and is always in quest of perfection. He has transformed
his body into a sort of fashion accessory, largely due to
the way he decorates it. He loves it and shows it off. He is a born
seducer who enjoys putting his body-object in the spotlight with
abundant selfies on Instagram, more than for seducing other, for
seducing himself. He worships at the altar of images, first and
foremost his own: he shows off his body and presents himself
to the public as if he were a film star. Showing off is his favorite
modality of expression.
Techno Élégant
The techno elegant fellow is enamored of the aesthetic of performance.
He is a man who is guided by the quest for success,
which he achieves thanks to his personal charisma. In order to
get his way he avoids the beaten path. He’s a man who wants
to be noticed and make a favorable impression thanks to his
distinctive personal style. Efficiency is his signature trait: he is
determined to achieve the goals he sets, both in his professional
life and the personal realm. His look could be defined as geek
chic, reflecting his interest in high-tech devices and the associated
paraphernalia which enable him to always stay a step ahead of
everyone else. He’s a cosmopolitan man who travels at the drop
of a hat and he enjoys mixing styles and influences in matters
of attire, mixing them according to his own tastes as a genuine