Guy Alert

Okay, so most men take scant interest in developing a taste for fine food, spending the effort to put together a wardrobe, or choosing accessories to decorate their living space; preferring instead to spend time on the golf course, squash court, ball field, or sports bar. But there's another group of men out there, and their influence is growing. They're the metrosexuals — straight guys who admire good taste and have an eye for fine living. Metrosexuals pay attention to their wardrobe, have a thing for good food, and are particular about decorating their abodes. (The term metrosexual was coined in 1994, and is used frequently by men's magazines.)

To find out just how to appeal to this fastidious new shopper, who knows what he wants and has the money to spend on it, we talked to three guys who know a little something about the topic: Thom Filica, interior design specialist on NBC/Bravo's Queer Eye for the Straight Guy; Ted Allen, the food and wine guru of Queer Eye; and San Francisco retailer Vasilio Kiniris of Zinc Details, a regular contributor to our "We Asked … You Answered" page

Before you can stock your display merchandisers with the kinds of things that will attract the metrosexual customer, our experts say that you have to look at the shopping experience from his point of view.

"Think about what men gravitate toward," says Thom Filicia. "They don't look at color and style, but at what's important to them. Like something that holds stereo equipment, for example."

"Men like gadgety things, as well as anything that is well designed," says Vasilio Kiniris. "Like a line from France we have called Lexon — watches, alarm clocks, and radios. Also, in our cafe area we showcase Nespresso machines. They're from Switzerland, and they're also a magnet," that attracts male shoppers.

When it comes to the actual shopping experience, these guys are also a different breed of consumer. "Men are 'surgical strike' shoppers," says Ted Allen.

The metrosexual shopper doesn't want to rummage through a lot of merchandise. He prefers things to be easily laid out. He also wants to know what a product does, and he wants a demonstration of what it will do for him.

"This is where a low pressure, 'personal shopper' service can help," suggests Allen. "But be sure that the men know they're not being 'upsold.' They need to have trust in the professional." With that trust, you can show them the possibilities in products that they never would have considered before.

However, you want to beware of turning your store into a male-only purlieu. When it comes to home decor, selling to guys is still very much a two-person event — the other person being a woman. So offer product that appeals to both sexes.

"Couples decorate together," says Filicia. "Conscientious retailers need to carry product that men are comfortable with, as well as things that women like to buy. Having the flexibility to merge both concepts is important."

The best approach is to mix your merchandise up. "We have different departments, but we don't completely separate male [appeal] product from female [appeal] product," says Kiniris. "Instead, we slip male products into the different sections."

Today, many men are also taking a more active role in welcoming guests to the home. No longer relegated to the barbeque and the bar, men have stepped into the kitchen — with flair. Armed with high-quality, basic tools such as an 8" chef's knife or a 10" skillet, the man of the house takes pleasure in the planning and preparation of food.

This is an area where specialty retailers, in particular, can attract the male shopper, thanks to the wide range of gourmet products now on the market. And the housewares category abounds in quality, practical equipment that appeals to the male love of gadgetry and clean, modern design. Men also like the theater that machines such as espresso makers, blenders, and even culinary torches provide.

"As a host, your job is to make people feel special and comfortable," says Ted Allen. And offering guests something a little out of the ordinary — for instance, a special cocktail or an unusual non-alcoholic beverage, cappuccino or espresso, fruit smoothie or frozen drink, or even a crème brûlée dessert — appeals to the creative side of men as much as women.

The metrosexual phenomenon may have arisen as a result of men (and women) marrying later in life. Younger married guys tend to leave the decorating and entertaining to their wives, but the metrosexual has more time to consider the kind of life he wants to live.

"In the past, men 'graduated' to a nice house [when they married young]," says Vasilio Kiniris. "But now a nicely furnished apartment may attract a mate. People feel that they can do it themselves and wait for their soul mate — which is another phenomenon!"

And another story altogether.