According to a recent report by Bain & Company, the menswear luxury sector has reported a 14% boom in sales, leading the business of fashion to light-heartedly declare: "Men are the new women" For the first time this year, London fashion week launched a series of shows dedicated to menswear which were attended by w raft of new male bloggers, indicating a shift in this previously female focused industry. increasing a brand's area f opportunity, menswear is a beacon of hope in a relatively gloomy economy, driving sales by shunning conventional consumer stereotypes based on gender and offering men an array of choice only previously enjoyed by women.