Debenhams Reveals Men are Buying Shapewear as New Year's Resolutions Fail
Debenhams has revealed that men are turning to shapewear and elasticated trousers to hide their growing figures as their New Year's resolutions fail.

LONDON, ENGLAND, February 18, 2011 /24-7PressRelease/ -- 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 men's 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."

Press Release Contact Information:

Dominique Rock
Debenhams
Assistant Press Office
6th Floor Press Office
33 Wigmore Street, London
United Kingdom W1U 1QX
Voice: 020 7529 0164
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