The research found that more than 40% of GQ readers are either ambivalent or believe it is not important to be kitted out in the latest fashions in the current economic climate.
This included 3% believing strongly that is unimportant, 8% believing a little and 31% remaining ambivalent.
GQ prides itself on publishing the latest sartorial trends and its high-end take on fashion has held it up well against its more downmarket monthly competitors.
Yet the research suggests its readers may have more pressing concerns than fashion - with 42% not saying fashion is important in the current climate.
However, senior figures at GQ publisher Condé Nast will be pleased to know its readers are still more fashion-savvy than other ABC1 males - 61% of whom said it was not important to stay fashionable during the recession.
The survey of 1,498 ABC1 males aged 18-49 found that 67% believe the purchasing decisions have become more considered in the current economic climate. However, only 41% said they were buying fewer items than last year.
Other findings revealed that 77% of men are now shopping around for the best prices, while 56% have stopped impulse buying.
Overall, the research, which surveyed a mix of GQ and non-GQ readers claims 81% of men will spend more or the same in 2010 across the market - an uplift of 62% on 2009.
• This story has been amended from the original version, which suggested that more than 40% of GQ readers believe that fashions are not important. The research actually suggests more than 40% are either ambivalent or believe it is not important.
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