Retailers are being urged to rethink their marketing strategies when it comes to selling clothing to men.

A new study shows that almost 80 per cent of men enjoy shopping but don’t feel like their needs are being catered for.

Marketing expert Barry Urquhart says too many retailers mistakenly believe women are the primary spenders.

‘One of the worst performing sectors of retail at the moment is menswear, because unfortunately menswear retailers simply don’t get it,’ he said.

‘Males now have their own brand – they want to have their own look.

‘A lot of retailers don’t recognise the independent and discerning nature of males and therefore the communication that goes out on a daily basis is more likely to go out to women.’

Listen back to Marketing expert Barry Urquhart on 3AW Breakfast: