StudentShare solutions
Triangle menu

Men as Contemporary Shopping Spectacles in London - Essay Example

Nobody downloaded yet

Extract of sample
Men as Contemporary Shopping Spectacles in London

London's Covent Garden market surfaces as a prime example of a shopping spectacle for men incorporating all pleasures of consumption from packaging, presentation and buying. American Classics is a store located in the area which caters only to men and their accessories in the form of international American type clothing. The layout of the store is designed to inform and incite men into consumption and also as spectacles to be gazed at. Men are emerging everywhere as hungry predators for all things aesthetic. They are even making a go for cosmetics and beauty products like never before. They even make their own choices rather than depend on their partners to do the obvious. They seem to be better informed than most women these days. Men are gradually becoming aware of their bodies and their looks which is what gives proof for today's metro sexual male; shaving creams, colognes, soaps, clothes, shoes, hair and skin products being the order of the day. Gadgets and gizmos follow close by. These products depended on varied ideas to be marketed which gave consumption and masculinity a massive push towards an upheaval in the British society. It soon led to consumer identities being arranged and expanded at a spiraling recourse towards the male species.

Figure 1.Men's Perfumes are Quite the Rage

The long held assumption that consumption is a feminine venture has been proved wrong by these men centric malls and retail stores. Author Christopher Breward posits that male fashion in Britain gave a creative lend and space for masculine innovation during the late- Victorian era, in his book, The Hidden Consumer: Masculinities, Fashion and City Life. Hence, this process put men as consumers at the forefront of modernization at the beginning of the twentieth century itself. This also invalidates the idea that Englishmen of the late Victorian times agreed with the concept of a "Great Masculine Renunciation" (Breward 1) of style and fashion as many have suggested.
Most material evidence of increasing male fashion consciousness are found in stores, malls, novels, films, photographs, magazines, trade directories etc. Breward's book also provides evidence that male fashion ability was conspicuous from the Victorian times itself, with these very proofs he provides in the form photographs and diaries. Clothing and fashion accessories were available to men even then but since the dominant wisdom was patriarchal, the opposite has been
proved. By the help of those photographs and even songs, he posits to examine how many London and Manchester working class gangs utilized fashion to pose different from the rest of the gangs ...Show more
Cite this document
  • APA
  • MLA
(“Men as Contemporary Shopping Spectacles in London Essay”, n.d.)
Retrieved from
(Men As Contemporary Shopping Spectacles in London Essay)
“Men As Contemporary Shopping Spectacles in London Essay”, n.d.
  • Cited: 0 times


The late nineteenth and early twentieth centuries saw a growing feminized consumerism. Women have been classified as an active consumer and also a spectacle under the masculine gaze. But what the period also saw is the consumerisation of masculinity; a paradoxical statement but nevertheless, the advertising industry motivated the men to consume male " beauty culture " products and other commodities claiming to modify the male body.
Men as Contemporary Shopping Spectacles in London
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"Men as Contemporary Shopping Spectacles in London"
with a personal 20% discount.
Grab the best paper

Check these samples - they also fit your topic

Westfield shopping centre London development project
The paper also identifies the risks each of the main actors took within the project and the returns they get back for taking on those risks. Introduction Wilkinson and Reed (2008, p.) define the property development as “a process that involves changing or intensifying the use of land to produce buildings for occupation”.
8 pages (2000 words) Essay
It has encountered various issues including plaque, civil war, as well as terrorist assaults among others. Therefore, as a result of such experiences, London city is its historic core, and during the 19th century, the city of London was reformed into the sphere`s prevalent town and center of the British realm.
7 pages (1750 words) Essay
The investigation of contemporary art in London
This essay discovers the contemporary art in London. Since contemporary art reflect on the issues that people face every day, the challenges, as well as the opportunities, it evolves with the evolution of people. Therefore, it is unique in its own culture, as it addresses people in a particular region. There has been the liberalization of the kind of art.
6 pages (1500 words) Essay
Men and Women in Contemporary America
The expectations the society has towards the various genders have also changed. The changing roles have had an effect on both males and females. However, some of the roles have not changed. This paper aims at examining the changing roles of the genders and how it has affected both men and women (Parkin 89).
6 pages (1500 words) Essay
Branded Identities
Historically, both grew simultaneously in past and the trend still survives. In short, it is difficult to separate consumer evolution from brand evolution. Consumer is a person who purchases product or service for his or her ultimate consumption. The way consumers buy these days is different from the way they used to previously.
11 pages (2750 words) Essay
According to the report in the old fashioned society, people were only concerned with the clothing and females were particularly exposed to the fashionable dresses, the traditional English dresses used to be worn only by the upper class women or more formally, the royal families. Western fashion is a particular modification of fashion.
8 pages (2000 words) Essay
Are men the victims of equality in contemporary organizations
This has led to the some quarters of the society, especially men, feeling threatened in their work and business domains. While there has indeed been a
6 pages (1500 words) Essay
Are men the victims of equality in contemporary organizations
privileges are offered to them like: easing the burden of family responsibilities or eliminating organizational and labour market practices which discriminate against women, maternity leave and even protection for part-time workers. These practices are aimed at protecting
10 pages (2500 words) Essay
Environmental impact assessment of West field Shopping Centre in West London
Our assessment makes the following conclusions about West Field Shopping Centre project: The project will increase the amount of waste generated. This however will be mostly effluent
4 pages (1000 words) Essay
Men vs women online shopping
Erling Bjurstroms study and discussion paper on consumer socialization presented to Londons Advertising Education Forum in 2003, reveals that children are not socialized much
10 pages (2500 words) Essay
Comments (0)
Click to create a comment
Let us find you another Essay on topic Men as Contemporary Shopping Spectacles in London for FREE!
Contact us:
Contact Us Now
FREE Mobile Apps:
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us