A funny and insightful story in the Washington Post explores how men shop differently than women. While most women see shopping as gathering, men see it as hunting. The reason, author Margaret Webb Pressler suggests, is that men are uncomfortable with fashion trends and afraid they will make the wrong decision. (Hence the popularity of "we'll make sure you look like everyone else retailers Gap and Banana Republic). This has lead to an interesting phenomenon: women shopping for men's clothes:

So if fashion's not in your comfort zone, why would you want to prolong the experience? The speed requirement many men have seems to be a macho response to a generally uncomfortable situation.

Shopping so little only reinforces a lack of confidence, too, so that even the most accomplished, professional customers can be wary about making a fashion decision on their own.

"We have one power attorney who comes in with his wife, looks in the mirror and says, 'How do I like this?' " said Alan Shemer, one of three partners at the Boardroom Ltd., a men's tailored-clothing store at White Flint Mall.

In fact, men's clothing stores say the majority of their customers shop with their wives or girlfriends. And that's actually great for business, because women automatically head to something more upfashion. They aren't so rushed, either: While the man is in the fitting room getting the same old blue blazer chalked up by the tailor, a woman will often browse through merchandise and come up with a fresh idea or two.

The role of wives and girlfriends is getting even bigger, too, as workplace dress codes get more relaxed and suits are replaced in many companies by "business casual" attire. Retail executives say men have had a difficult time finding a style they're comfortable with in this new milieu, much less one that feels appropriate. Although most suits are bought by men, most men's casual clothes are bought by women.

There you have it. If you are a retailer of men's clothing, find a way to attract women to your store. Perhaps you could offer $10 gift certificates to all certified wives or girlfriends.