Debenhams has announced that as many diets and gym plans fall by the wayside, body conscious British men are snapping up shapewear in a bid to win the battle of the bulge, according to recent research.
In recent weeks, sales of men's control pants and mens t-shirts have soared at Debenhams, with purchases of sculpting t-shirts up 317 per cent, sales of bum lifting pants up 238 per cent and elasticated waistbands going up by 340 per cent at Debenhams, post-party season.
Of the 1,000 men surveyed*, 64 per cent were worried about the 7 pounds of weight they piled on over Christmas, with moobs (man boobs), love handles and flabby bums causing the most concern.
Dominique Rock, spokesperson for Debenhams said, "As the cost and effort of the gym kicks in, instantaneous figure fixers are proving immensely popular with men as a cheap fix alternative.
"Shaping t-shirts and pants also require a lot less willpower than a carefully controlled diet, something that women have long been wise to."
For the first time, research showed that men and women are almost equally committed to improving their shape in the New Year with 48 per cent of men starting a new fitness and/or dietary routine in January, compared with 55 per cent of women.
Rock added, "Responding to customer demand, Debenhams has developed products designed to pull in tummies, lift bottoms and smooth love handles specifically for men. When you can lose pounds in seconds, it's no surprise they are selling so well.
"Gone are the days when the only way to fight the flab was confined to the gym. Canny blokes now have access to the tricks of the trade that women have been using for years."
Debenhams is a leading department stores group with a strong presence in key product categories including women's wear, shapewear for women including flexees and spanx, mens clothing, children's wear, home and health and beauty.
Debenhams is the second largest department store chain in the UK.
Debenhams operates 160 stores in the UK and Republic of Ireland, comprising 147 full departments stores and 13 Desire by Debenhams stores, which is a small store concept featuring an edited product range. Debenhams also has 60 international franchise stores in 23 countries.
Notes to Editors:
*1000 people surveyed online in December 2010 as part of Debenhams' ongoing customer research.
Debenhams Assistant Press Officer - Beauty, Menswear, International & Services
6th Floor Press Office
33 Wigmore Street
020 7529 0164
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