The Young Urban Male (YUM) — a term coined in a recent HSBC report to describe the technologically savvy and fashion-conscious professional twenty-somethings — has become a much sought-after demographic for men’s luxury fashion brands, which is influencing the way these luxury brands design and market their fashion and accessories.

Turn-of-the-Century Metrosexuality Paves the Way for a Multibillion-Dollar Industry

The “metrosexuals” from twenty years ago consisted of professional young men with a lot of expendable income and penchant for expensive and/or trendy fashions, and greater attention to personal hygiene and male beauty products. While the idea of men being into fashion and personal grooming was once mocked, today’s YUMs are evolved metrosexuals who have embraced the idea of being fashionable and well-groomed to the tune of nearly $90 billion a year (approximately $60 billion in apparel and $29 billion in personal grooming products, respectively). Men’s luxury fashions and accessories brands simply cannot ignore these rapidly growing sales figures . Some luxury brands are seeking to move towards the “accessible luxury” space, in an attempt to emulate the success Michael Kors had by lending his luxury brand name to products carried in big-box retailers, around the world.

YUM-Tom-Ford Tom Ford is one men’s luxury fashion brand that has recognized the demand for quality men’s grooming products.

When You Look Good, You Feel Good

Modern YUMs may be more aligned with their sense of fashion and grooming than ever, but by maintaining a sleek and fashionable exterior helps you to feel more confident and comfortable in both personal and professional settings. YUMs are also in the prime of their lives as they work their careers and seek out romantic relationships, and to even have a chance of success, you have to put your best self out there. The young urban males with the ability to spend on luxury fashions and accessories are likely already keen on contemporary trends in men’s fashion, and it is this exact interest in the Millennial demographic that these luxury brands want to tap into.


Some of the professional looks of modern young urban males. Luxury fashion brands
are expanding their exposure by targeting YUMs and their spending habits.

Despite the significant increase in sales in the U.S. over the past few years, there are many men’s luxury brands around the globe whose revenues are soaring, from Bulldog in the U.K. and L’Oreal in Paris to both new and old brands meeting the demand for men’s cosmetics in China, India, South Korea and more. The metrosexual lifestyle is alive and well with the young urban males of the world.

Consumer Influence Helps to Grow Luxury Brands

The YUMs influence over the luxury market has forced the men’s luxury fashion brands to re-innovate how to attract this huge market share by appealing to YUMs by offering to infuse a bit of luxury into their already meticulously groomed lifestyle. With the increase in the number of designers, manufacturers and retailers of men’s luxury products in recent years, competition is fierce whether your brand is new on the scene or an old pillar of the male fashion world. It is pertinent that these luxury brands continue to create new product experiences for the young urban males that inspire them, or risk losing that market share to another brand that does.

Are you a young urban male? If so, what are some of your favorite men’s luxury brands?