Marketing for men will never have the full gravity that marketing towards women will have. Men tend to just replenish, oppose to hunting for an item of clothing, while women lust, crave and dream about what they will spend their cheque or boyfriends cheque on next.
Men's fashion has hardly changed over the last century, it has always been the old suit and tie routine and that's because men hate change. "The idea of fashion triggers off a response of "change", and men don't like change, says menswear designer Joan Varvatos. "So menswear has to be about evolution, not revolution."
However, if women can perpetually have an "it" bag of the season, can't men as well?