We’ve all heard about the marketing segments called “yuppie, metro-sexual, millennials, etc.” but we’ve probably not heard of the segment called YUMmies. Young Urban Males, dubbed “Yummies” by HSBC, is a segment, really. And big brands have made noticeable shifts to target this segment, including Burberry, Tumi, Michael Kors, according to this recent article from BusinessWeek.

There may be a number of reasons why we are only hearing about this now.

Desperately Seeking a New...