Men spending longer getting ready to go out, says research

Percy Nobleman is a brand of men's grooming products which is being exported across the world from Hethersett where the business was created by managing director Freddy Furbar.Byline: Sonya DuncanCopyright: Archant 2016 (Image: ARCHANT EASTERN DAILY PRESS (01603) 772434)

Recent research revealed that 77% of men in East Anglia spend an hour getting ready for a night out – a cultural shift evidenced by the rise of barbers across Norwich.

Men are spending more time and money on their hair than ever before and Jason Howes, co-owner of Truman's in Elm Hill, doesn't expect that to change any time soon.

He said: 'It's absolutely sticking around; it's getting busier and busier. There's more and more barber shops coming up in Norwich and East Anglia, it's getting huge - I can't see it going anywhere.

'Men are beginning to look after themselves all of a sudden. They see things on TV and social media and want a piece of it themselves.'

Barbers are also diversifying across the city, with many offering less traditional extras, but Mr Howes argues this isn't a modern conception.

He said: 'We have the football, beers, teas, coffees - you name it. But it's something we've always done. It seems almost the trendy thing in Norwich now, but we've been doing it for twenty years.'

Jamie Bonner, senior barber at Gatsby's in St Benedicts Street, believes there has been a lot of misleading gender stereotypes associated with grooming.

He said: 'It's all just marketing. I think the time and money people are willing to put into a haircut varies on an individual basis, not a gender basis. Some want to talk and look forward to the experience, others just want to cut and run, but because of the rise in the male grooming industry you now have a barber shop to cater to every different kind of guy.'

Tom Whitehouse, barber at MR. Barbers in Lower Goat Lane, thinks the rise of the male grooming industry can only be a good thing. He said: 'I think it's awesome guys in the region are taking more care in their appearance – why not? It's putting more money back into the economy and looking good is a healthy pursuit. A good haircut is just part of it, along with going to the gym and living a healthy lifestyle.'

However, many customers have been left baffled by the advancements in the burgeoning industry. He said: 'Men never used to have the option of a 45-minute haircut, especially the older guys – they often look at the finished job and say, 'how on earth have you done that?''