The rise of the 'Yummy' is taking over urban streets in style - KFVS12 News & Weather Cape Girardeau, Carbondale, Poplar Bluff

The rise of the 'Yummy' is taking over urban streets in style

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The “yummy” – or young, professional urban male - is the new top consumer of high-end trends. (Source: CNN) The “yummy” – or young, professional urban male - is the new top consumer of high-end trends. (Source: CNN)

(CNN) – Don't be surprised if you hear guys in cities being referred to as a "yummy" – and we're not talking about their good looks.

"I hate the term ‘yummy,'" former Wall Street trader-turned-comedian Raj Mahal said during a standup performance. "I prefer the old name for a young, urban professional that drives around in a Porsche – a d-bag."

This is a rare occasions where comedy and economics collide.

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

Mahal hates the term "yummy" but if the designer watch fits, he isn't afraid to wear it.

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

At Bergdorf Goodman, one of New York City's most exclusive department stores, they're tailoring their collections to include younger men.

Why? Because 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 groups, they're assessing their purchases collectively. They know what they want," Bruce Pask, Bergdorf Goodman's men's fashion director said. "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, but he is socially conditioned to share while he shops.

The "yummy" is a 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 fewer than five percent.

"You know what the retail environment is in the U.S. at the moment – it's a struggle, it's hard," Wendy Libemann, CEO of WSL Strategic Retail said. "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."

Ways to spot a "yummy" – always check the shoes.

"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," Pask said. "Why don't you try this with your gray suit? That'll change your day."

With every shift in habits comes a shift in attitudes for the "yummy."

"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 haircut and beer," Mahal said.

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

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