Marian Salzman, a serial predictor of marketing trends, is busy promoting the successor to the metrosexual. Her sarong-wearing sweetie is being elbowed aside by the “über-sexual”, an uncompromisingly masculine type engaged in a relentless search for fine and stylish things.
Reading this yesterday, I was immediately struck that "uber-sexual" was faintly ridiculous with its suggestion of priapism and a one-track mind and wondered why she hadn't opted for "retrosexual" with its combined implication of retro chic and a return to an older version of masculinity.
But. of course, it turned out that retrosexual had been coined long ago as the slovenly fashion-phobic antithesis of metrosexual and my phonecall to the trademark lawyer was cancelled.
Yet another reminder that people interpret words in different ways and that what you do rather than what you're labelled determines how your business is perceived.