Store Display of New Masculine Aesthetic Codes: a Semiotic Approach

Socio-cultural changes impact gender roles and the marketplace. Few studies have addressed the relationship between retail strategies and masculine consumption and values. Brands successfully develop new lines for men including jewelry, the lingerie and cosmetics. This paper intends to understand and describe how the new postmodern masculine values and codes shape retailing strategies. Therefore, our study performs a semiotic analysis of 20 brands store visuals applied to sectors related to appearance (Skincare, Fashion, Lingerie). We deeply explore the meaning of each of them and the way they give an account of brands evolving masculine rep today.


nacima ourahmoune, simon nyeck, and didier tasala (2008) ,"Store Display of New Masculine Aesthetic Codes: a Semiotic Approach", in LA - Latin American Advances in Consumer Research Volume 2, eds. Claudia R. Acevedo, Jose Mauro C. Hernandez, and Tina M. Lowrey, Duluth, MN : Association for Consumer Research, Pages: 184-185.


nacima ourahmoune, Essec Business School, France
simon nyeck, Essec Business School, France
didier tasala, Universite de Limoges


LA - Latin American Advances in Consumer Research Volume 2 | 2008

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