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Men's Attitudes Towards Clothes Shopping - US - April 2010

Men shopping for clothes in the US report a wide range of habits, motivations and frustrations that accompany the retail experience. While more than three quarters of men say they bought clothes in the past year, most buy only to replace old or worn out items. This is cause for concern among apparel retailers because the replacement cycles of clothing are infrequent (although significant numbers of men indicate that they view clothes shopping as a leisure activity, or at the very least, not as a chore). This report provides close analysis of these ideas, as well as in-depth examination of the following:

  • The ways in which population growth among men will impact the men’s clothing market, with key analysis of specific demographics
  • The divide between young and old over purchase frequency, retail channel preferences, reasons for clothes shopping and approach and attitudes towards the entire experience
  • The role of income in purchases, and how the ongoing recession is further complicating clothes shopping for both men and retailers
  • How lack of desirable styles and correct sizing may cause men to abandon certain retailers in favor of others

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Abbreviations and terms
              • Abbreviations
                • Terms
                • Executive Summary

                  • Growing male population could bring more customers to market…
                    • …but the recession will negatively impact sales
                      • Most men bought clothes in last 12 months
                        • Mass and department stores are most visited
                          • Most men buy to replace old or worn out items
                            • Most men shop by themselves, and browse favorite stores
                              • Men are most frustrated by lack of desirable styles and correct sizing; comfort more important than style
                                • The impact of race/Hispanic origin
                                • Insights and Opportunities

                                  • The store experience needs a facelift
                                    • A modern man needs an iPod pocket
                                      • How to reach reluctant male shoppers—via personal webcam shopper
                                      • Inspire Insights

                                          • Encouraging male shopping
                                            • What’s it all about?
                                              • It’s not just a “guy” thing
                                              • Market Factors

                                                • Does a growing male population mean a positive impact for retailers?
                                                    • Figure 1: Male population by age, 2005-15
                                                  • Recession prolongs retail declines
                                                    • Struggling retailers
                                                    • Men’s Clothing Purchases

                                                      • Key points
                                                        • Most men have shopped for clothes in the past 12 months, but older and low-income men are less likely
                                                          • Figure 2: Clothing purchases among men in the past 12 months, by age, January 2010
                                                          • Figure 3: Clothing purchases among men in the past 12 months, by HH income, January 2010
                                                        • Jeans and t-shirts draw the most sales
                                                          • Figure 4: Types of clothing purchased among men in the past 12 months, by age, January 2010
                                                          • Figure 5: Types of clothing purchased among men in the past 12 months, by HH income, January 2010
                                                      • Retail Channel Preferences

                                                        • Key points
                                                          • Most men shop at mass merchandisers and department stores
                                                              • Figure 6: Retailers used for clothing purchases among men in the past 12 months, by age, January 2010
                                                              • Figure 7: Retailers used for clothing purchases among men in the past 12 months, by HH income, January 2010
                                                          • Motivations for Purchase

                                                            • Key points
                                                              • A vast majority of men are making replacement purchases
                                                                  • Figure 8: Reasons for clothing purchases among men in the past 12 months, by age, January 2010
                                                              • Are Men Shopping Alone?

                                                                • Key points
                                                                  • Solo shopping on the rise
                                                                    • Figure 9: How men usually shop for clothes for themselves, by age, January 2010
                                                                    • Figure 10: How men usually shop for clothes for themselves, by HH income, January 2010
                                                                  • Most men browse favorite stores when they shop
                                                                    • Figure 11: How men approach clothes shopping, by age, January 2010
                                                                    • Figure 12: How men approach clothes shopping, by HH income, January 2010
                                                                • Shopping Frustrations and Aspirations

                                                                  • Key points
                                                                    • Style and sizing are common sources of frustration
                                                                        • Figure 13: Common frustrations among men who shop for clothes for themselves, by age, January 2010
                                                                        • Figure 14: Common frustrations among men who shop for clothes for themselves, by HH income, January 2010
                                                                      • Most men dress for comfort
                                                                        • Figure 15: Personal style goals among men who shop for clothing for themselves, by age, January 2010
                                                                        • Figure 16: Personal style goals among men who shop for clothing for themselves, by HH income, January 2010
                                                                      • Men’s attitudes towards apparel
                                                                        • Figure 17: Men’s attitudes towards apparel, by age, January 2010
                                                                    • Impact of Race/Hispanic Origin

                                                                      • Key points
                                                                        • Clothing purchases among ethnic men
                                                                          • Figure 18: Clothing purchases among men in the past 12 months, by race/Hispanic origin, January 2010
                                                                          • Figure 19: Types of clothing purchased among men in the past 12 months, by race/Hispanic origin, January 2010
                                                                        • Retail channels frequented by ethnic men
                                                                          • Figure 20: Retailers used for clothing purchases among men in the past 12 months, by race/Hispanic origin, January 2010
                                                                        • Reasons for clothes shopping among ethnic men
                                                                          • Figure 21: Reasons for clothing purchases among men in the past 12 months, by race/Hispanic origin, January 2010
                                                                        • Approaches to clothes shopping among ethnicities
                                                                          • Figure 22: How men approach clothes shopping, by race/Hispanic origin, January 2010
                                                                          • Figure 23: Personal style goals among men who shop for clothing for themselves, by race/Hispanic origin, January 2010
                                                                          • Figure 24: Men’s attitudes towards apparel, by age, January 2010
                                                                      • Cluster Analysis

                                                                          • Stylers
                                                                            • Demographics
                                                                              • Characteristics
                                                                                • Opportunity
                                                                                  • Standards
                                                                                    • Who they are
                                                                                      • Opportunity
                                                                                        • Complacents
                                                                                          • Who they are
                                                                                            • Opportunity
                                                                                              • Cluster characteristics
                                                                                                • Figure 25: Men’s clothing clusters, January 2010
                                                                                                • Figure 26: Reasons for clothing purchases among men in the past 12 months by men’s clothing clusters, January 2010
                                                                                                • Figure 27: How men usually shop for clothes for themselves by men’s clothing clusters, January 2010
                                                                                                • Figure 28: How men approach clothes shopping by men’s clothing clusters, January 2010
                                                                                                • Figure 29: Common frustrations among men who shop for clothes for themselves by men’s clothing clusters, January 2010
                                                                                                • Figure 30: Personal style goals among men who shop for clothing for themselves by men’s clothing clusters, January 2010
                                                                                              • Cluster demographics
                                                                                                • Figure 31: Men’s clothing clusters, by age, January 2010
                                                                                                • Figure 32: Men’s clothing clusters, by household income, January 2010
                                                                                                • Figure 33: Men’s clothing clusters, by race, January 2010
                                                                                                • Figure 34: Men’s clothing clusters, by Hispanic origin, January 2010
                                                                                              • Cluster methodology
                                                                                              • Custom Consumer Groups

                                                                                                  • Key points
                                                                                                    • Single men and those living with a partner are the most likely to impulse buy
                                                                                                        • Figure 35: Reasons for clothing purchases among men in the past 12 months, by marital status, January 2010
                                                                                                      • Single men and those living with a partner are the most likely to browse
                                                                                                          • Figure 36: How men usually shop for clothes for themselves, by marital status, January 2010
                                                                                                        • Single men want their clothes to look unique
                                                                                                          • Figure 37: Personal style goals among men who shop for clothing for themselves, by marital status, January 2010
                                                                                                      • Appendix: Other Useful Consumer Tables

                                                                                                        • Reasons for clothes shopping
                                                                                                          • Figure 38: Reasons for clothing purchases among men in the past 12 months, by HH income, January 2010
                                                                                                        • The impact of race/Hispanic origin
                                                                                                          • Figure 39: How men usually shop for clothes for themselves, by race/Hispanic origin, January 2010
                                                                                                          • Figure 40: Common frustrations among men who shop for clothes for themselves, by race/Hispanic origin, January 2010
                                                                                                      • Appendix: Trade Associations

                                                                                                        Men's Attitudes Towards Clothes Shopping - US - April 2010

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