Rise of the 'yummy' (young, urban male)

Don't be surprised if you hear guys in cities being referred to as a "yummy." We're not talking about their good looks. It's a new moniker for the young urban male.

"I hate that term yummy, I prefer the old name for a young urban professional that drives around in a Porsche, a douchebag," said comedian Raj Mahal.

This is one of those rare occasions where comedy and economics collide.

"Like this guy, right here. This guy doesn't look like a yummy. I think a yummy looks like someone who weighs 400 pounds," said Mahal.

Mahal is a former Wall Street trader turned comedian. He hates the term yummy, but if the designer watch fits...

"I proudly put on an SPF 15 moisturizer every morning, I go to the gym three or four times a week, half the time I actually work out. I buy nice hair product, I press my shirts. I like to spend money on myself because I think I've earned it," he said.

At Bergdorf Goodman, one of New York's most exclusive department stores, they're tailoring their collections to include younger men. And the rules of how young men shop are changing.

"I think the one thing I've noticed of late is that a lot of younger men are coming in in groups, they're assessing their purchases collectively. They know what they want," said Bruce Pask, men's fashion director at Bergdorf Goodman. "They're clear about it and they go directly to the racks that are appealing to them. So they're utterly informed shoppers."

Today's yummy is not only bombarded by fashion blogs, magazines, Twitter, and Instagram, he is socially conditioned to share while he shops.

Reporter: "Don't I just run the risk of looking arrogant if I post this on my Instagram account?"

"I think it's a really approachable piece, and I think people would think, 'Wow that's really cool. Where can I go to get it?" said Pask.

The yummy is part of today's economic reality. The growth in men's luxury is starting to show up in the measurements. Men account for 40 percent of sales in the luxury sector. And growth in menswear just edged out women's wear last year, notching up just under five percent.

"You know what the retail environment is in the U.S. at the moment. It's a struggle, it's hard. So you need to find targeted or niche shoppers who've got money to spend, who are feeling optimistic and who are willing to spend it, so there aren't many of those," said Wendy Liebmann, CEO of WSL Strategic Retail.

Reporter: "What are some tell-tale signs of a yummy walking down the street, how can we spot them?"

"The shoes are often the tell-tale sign because they might be in just denim, jeans and a t-shirt. But if they've spent a little time on their shoes, you know they're paying attention," said Liebmann.

And with every shift in habits, comes a shift in attitudes.

"I don't think there's any taboo at all, like the place where I'm getting my haircut, they offer free manicures, while I'm getting my hair cut, and beer," said Mahal.

So, now it's up to the brands to keep this very tough crowd interested.


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