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The aim of this preliminary market study was to know the perception of Panamanian and South American customers regarding some men's fashion items. A handbag with a handle from a recognized brand was chosen, which was shown in person and through Information and Communication Technologies (ICTs). A non-probabilistic snowball sampling was carried out with 50 people: 25 Panamanians (17 men and 8 women), 12 Colombians (9 women and 3 men), five Ecuadorians (4 women and 1 man) and eight Peruvians (5 men and 3 women); with ages between 25 and 78 years. A chi-square test (? = 0.05) was applied to determine if nationality and sex influence the perception of the potential user of the bag. According to the results, 96% of the Panamanians consulted classified the bag as feminine and 4% as unisex; while 60% of South Americans perceived it as feminine, 36% as unisex and 4% as masculine. The chi-square test showed that nationality does influence consumer perception of men's fashion, but sex does not. In conclusion, some trends in men's fashion can be perceived differently, depending on the sociocultural context of the clients.
