Retailers are scratching their heads and scrambling to retool their offerings as a new dandyism gains popularity faster than any of them expected. Men are following the iconic David Beckham in droves as he embraces all things feminine to enhance his appearance. His willingness to don nail polish, change his hairstyle at whim, and his unabashed comments about reveling in these rituals, and the public’s full acceptance are giving retailers’ heads a spin. The low-slung Deisel jeans, beauty products obsession, indeed the full monty of male accoutrements has retailers scrambling to cash in on this phenomenon. More counter space for men’s grooming products? Extra pedicure chairs at the spa? More sass on the sales floor? Of course the reason every retailer is chasing the groom is pure and simple: these men are willing to pay extra and that translates into millions of dollars for companies who specialize in upscale and fashionable goods or services.

- Meghan Cleary
Photo : David Beckham