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Men's Clothing - US - March 2016

"Sales of men’s clothing are expected to increase over the next five years, and grow at a faster pace than women’s clothing over the same period. Men aged 25-34 are key to the market due to their transitional life stage as well as their relatively higher earnings (versus younger men, who also support growth). Men’s growing interest in their personal appearance is also a driver of growth. Combined with recent advances in online shopping and interest in additional innovations, the men’s apparel landscape is changing for the better. Meanwhile, the mobile channel remains under-utilized despite its potential."
- Rupa Ghosh, Travel & Leisure Analyst

This report discusses the following key topics:

  • Men aged 25-34 years primary consumers
  • “Casualization” trend puts a damper on dressing up
  • In-store receives more shoppers; mobile an under-utilized channel
  • Potential of mobile shopping hindered by obstacles to user experience

The purpose of this Report is to identify men’s shopping behaviors and attitudes toward shopping for clothing for themselves. For the purposes of this Report, men’s clothing includes:

  • Jeans, pants/slacks, T-shirts, polo shirts, button-down shirts, sweaters, sport coats, suits, outerwear, shorts, workout clothes (shorts and shirts).

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Steady growth in men’s clothing market forecast to continue
          • Figure 1: Total US retail sales and fan chart forecast of men’s clothing, at current prices, 2010-20
        • The issues
          • Men aged 25-34 years primary consumers
            • Figure 2: Men’s clothing purchases for self and share of male adult population, by age, January 2016
          • “Casualization” trend puts a damper on dressing up
            • Figure 3: Men’s clothing purchases for self – Items, January 2016
          • In-store receives more shoppers; mobile an under-utilized channel
            • Figure 4: Men’s clothing purchases for self, by channel, January 2016
          • Potential of mobile shopping hindered by obstacles to user experience
            • Figure 5: In-store versus mobile purchase funnel – Mobile challenges and some solutions, 2016
          • Opportunities
            • Personalization of marketing efforts
              • Figure 6: Interest in personalized offers sent to smartphones while in-store, by age, January 2016
            • Social media may have an influence on men’s clothing purchases
              • Figure 7: Men’s clothing purchases for self, by social media use, January 2016
            • Men are interested in fit, customization and styling assistance
              • Figure 8: Top five innovations of interest, January 2016
            • Asian males should not be overlooked
              • Figure 9: US male population, by race/Hispanic origin, 2011-21; median household income, by race/Hispanic origin of householder, 2014
            • What it means
            • The Market – What You Need to Know

              • Moderate growth for men’s clothing expected in the next five years
                • Men aged 25-34 years fuel growth
                  • Hispanic and Asian males are key segments
                    • In-store purchase channel dominates, mobile is under-utilized
                    • Market Size and Forecast

                      • Men’s clothing market forecast to increase by 16% through 2020
                        • Figure 10: Total US retail sales and fan chart forecast of men’s clothing, at current prices, 2010-20
                        • Figure 11: Total US retail sales and forecast of men's clothing, at current prices, 2010-20
                    • Market Perspective

                      • Women generate higher sales – but growth in men’s outpaces women’s
                        • Figure 12: Estimated value of US retail sales of men’s and women’s clothing (2015), annual change, 2010-20
                      • Emerging “menaissance” to boost men’s clothing sales
                        • Most purchase clothing in-store, power of mobile yet to be harnessed
                          • Social media can impact men’s clothing choices and purchase decisions
                              • Figure 13: Social media use, by age, and men’s clothing purchases, by social media use, January 2016
                          • Market Factors

                            • Favorable economic environment leads to comfort to spend on nonessentials
                              • Figure 14: Disposable personal income change from previous period, January 2007-December 2015
                              • Figure 15: Consumer confidence and unemployment, 2000-15
                            • Key demographic – men aged 25-34 – are a growing group driving sales
                              • Figure 16: US adult male population, by age, 2011-21
                            • Hispanic and Asian men poised to drive growth of men’s clothing
                              • Figure 17: US male population, by race/Hispanic origin, 2011-21; median household income, by race/Hispanic origin of householder, 2014
                          • Key Players – What You Need to Know

                            • Retailers increasingly adapting to omnichannel, personalizing offers
                              • Innovative retailers will engage shoppers
                                • Need for optimal inventory management plans
                                  • Lines between in-store and online retailers will continue to blur
                                  • Retailer Spotlight

                                    • Brick-and-mortar to online – Retailers shift strategies to attract shoppers
                                      • JCPenney
                                        • Kohl’s
                                          • Target
                                            • Amazon
                                              • Figure 18: Amazon.com mobile ad, February 2016
                                            • Macy’s
                                              • Nordstrom
                                                • Bloomingdale’s
                                                  • Neiman Marcus
                                                    • Men's Wearhouse
                                                      • Retailers innovate to address men’s shopping challenges
                                                        • Styling help with human factor: PS Dept.
                                                          • Clothing recommendations and free shipping: East Dane
                                                            • Digital lifestyle brands want to form a stronger bond: Jackthreads
                                                              • Artificial intelligence for clothing recommendations: Northface
                                                                • Complimentary alterations: zTailors
                                                                • What’s Working?

                                                                  • Omnichannel approach quickly becoming table stakes
                                                                    • Despite growth of online, in-store remains preferred mode of shopping
                                                                      • Strengthening loyalty through retail cards, personalized offers
                                                                      • What’s Struggling?

                                                                        • Inefficient inventory management systems can improve
                                                                          • Single-channel marketing, “one size fits all” will be left behind
                                                                            • Challenges and considerations for in-store versus mobile apparel shopping
                                                                              • Why isn’t mobile more common?
                                                                                • Figure 19: In-store versus mobile purchase funnel – Mobile challenges and some solutions, 2016
                                                                              • Understanding the mobile purchase process and challenges at each phase
                                                                              • What’s Next?

                                                                                • In-store and online will continue to blur
                                                                                  • How can mobile purchase rates be improved?
                                                                                    • Need for more options of special sizes for men’s clothing
                                                                                      • Athleisure is the next evolution of the casual wardrobe
                                                                                      • The Consumer – What You Need to Know

                                                                                        • In-store purchasing remains the norm
                                                                                          • Upwardly mobile, urban men aged 25-34 are the key target
                                                                                            • “Style” isn’t easily defined – Most think they’ve got it, many want help
                                                                                              • Men remain price conscious
                                                                                                • Attentive audience for innovations in shopping
                                                                                                  • Women are in the market
                                                                                                  • Men’s Clothing Purchases for Self by Channel

                                                                                                      • Stable male consumer base purchasing clothing for themselves
                                                                                                        • Figure 20: Men’s clothing purchases for self/acquisition – Any, by age, February 2014 versus January 2016
                                                                                                      • Majority purchase in-store; online buyers most likely on a computer
                                                                                                        • Figure 21: Men’s clothing purchases for self, by channel, January 2016
                                                                                                      • Millennial men drive purchasing across all channels – Mobile poised to gain
                                                                                                        • Figure 22: Men’s clothing purchases by channel, by generation, January 2016
                                                                                                      • Employment and urban living positive contributors for mobile
                                                                                                        • Figure 23: Men’s clothing purchases for self, by employment and area, January 2016
                                                                                                      • Social media use impacts men’s clothing sales
                                                                                                      • Clothing Items Men Purchased for Self

                                                                                                          • Jeans and T-shirts are most commonly purchased items
                                                                                                            • Figure 24: Men’s clothing purchases for self in the last 12 months – Items, January 2016
                                                                                                          • Millennial men in the market for everything
                                                                                                            • Figure 25: Men’s clothing purchases for self in the last 12 months – Items, by generation, January 2016
                                                                                                          • Though in-store leads, “basics” are also bought online
                                                                                                            • Figure 26: Men’s clothing purchases for self in the last 12 months – Items by channels, January 2016
                                                                                                        • Men’s Spending on Clothing

                                                                                                            • Positive outlook toward future spending on men’s clothing
                                                                                                              • Figure 27: Spending on clothing this year versus last year, January 2016
                                                                                                            • Young, urban, middle-income/affluents drive the market
                                                                                                              • Figure 28: Spending on clothing this year versus last year – Spend more, by age, household income, area, January 2016
                                                                                                            • Race has little impact on plans for future spending
                                                                                                              • Figure 29: Spending on clothing this year versus last year – Spend more, by race/Hispanic origin, January 2016
                                                                                                            • Stylish men know looking good comes at a cost – and they plan to spend
                                                                                                              • Figure 30: Spending on clothing this year versus last year, by stylishness, January 2016
                                                                                                          • Store Types for the Majority of Purchases

                                                                                                              • Discount, value account for nearly half; mid-tier also strong
                                                                                                                • Figure 31: Store type where majority of purchases are made, January 2016
                                                                                                              • Upscale/high-end stores attract relatively affluent, 25-34s, urban males
                                                                                                                • Figure 32: Store type where majority of purchases are made – Upscale/high-end, by age, household income, area, January 2016
                                                                                                              • Stylish men who enjoy shopping head to upscale stores
                                                                                                                • Figure 33: Store type where majority of purchases are made – Upscale/high-end versus value by stylishness and shopping attitudes, January 2016
                                                                                                              • Black men are value and discount shoppers
                                                                                                                • Figure 34: Store type where majority of purchases are made, by race/Hispanic origin, January 2016
                                                                                                            • Men’s Shopping Behaviors

                                                                                                                • Most men buy on sale, repeat stores, and few seek change
                                                                                                                    • Figure 35: Men’s shopping behaviors, January 2016
                                                                                                                  • Younger men more likely to feel overwhelmed when shopping online
                                                                                                                    • Figure 36: Feels overwhelmed shopping online, uses a subscription clothing service, by age, January 2016
                                                                                                                  • Older men have established loyalties…younger men are yet to be won
                                                                                                                    • Figure 37: Loyalty to stores, by age, January 2016
                                                                                                                • Perception of Stylishness and Attitudes toward Style

                                                                                                                    • Majority consider themselves at least “somewhat” stylish
                                                                                                                      • Figure 38: Perception of stylishness, January 2016
                                                                                                                    • Mirror, mirror, on the wall, who are the most stylish men of all?
                                                                                                                      • Figure 39: Perception of stylishness – Very stylish, by age, household income, area, January 2016
                                                                                                                    • White men and Hispanics more likely to express confidence in their style
                                                                                                                      • Figure 40: Perception of stylishness, by race/Hispanic origin, January 2016
                                                                                                                    • Room for comfortably stylish people?
                                                                                                                      • Figure 41: Men's attitudes toward comfort and style, January 2016
                                                                                                                      • Figure 42: Men’s attitudes toward style, February 2014 versus January 2016
                                                                                                                    • Black men strive to look unique
                                                                                                                      • Figure 43: Men’s attitudes toward style, by race/Hispanic origin, January 2016
                                                                                                                    • Stylish men more willing to sacrifice comfort to look good
                                                                                                                      • Figure 44: Prioritizing comfort over style, by clothing spending, store type, stylishness, and shopping attitudes, January 2016
                                                                                                                    • Target market of men want to be more stylish, interested in help
                                                                                                                      • Figure 45: Needs help to dress more stylishly, by age and number of innovations interested in, January 2016
                                                                                                                  • Interest in Shopping Innovations

                                                                                                                      • Men and women are similarly interested in shopping innovations
                                                                                                                        • Figure 46: Interest in shopping innovations – Count, by gender and shoppers, January 2016
                                                                                                                      • Innovations related to clothing fit, style, selection are of greatest interest
                                                                                                                          • Figure 47: Interest in shopping innovations, by gender, January 2016
                                                                                                                        • 18-24-year-olds desire to be closer to technology while shopping
                                                                                                                          • Figure 48: Men’s interest in smart fitting rooms and mobile payment innovations, by age, January 2016
                                                                                                                        • Black men more interested in options to personalize clothing
                                                                                                                            • Figure 49: Men’s interest in clothing-related shopping innovations, by race/Hispanic origin, January 2016
                                                                                                                        • Women’s Purchases of Men’s Clothing

                                                                                                                            • Women play an important role in purchase of men’s clothing
                                                                                                                              • Figure 50: Women’s purchases of men’s clothing, January 2016
                                                                                                                            • Black women least likely to have purchased clothing for men
                                                                                                                              • Figure 51: Women’s purchases of men’s clothing, by race/Hispanic origin, January 2016
                                                                                                                          • Women’s Reasons for Purchasing Men’s Clothing

                                                                                                                              • Gifting, replacement are top reasons why women purchase men’s clothing
                                                                                                                                • Figure 52: Women's reasons for buying men's clothing, February 2014 versus January 2016
                                                                                                                              • Women with young children are key targets for direct savings
                                                                                                                                • Figure 53: Sales and coupon/special offers as reasons for women to buy men's clothing, by age of children in household, January 2016
                                                                                                                            • Consumer Segmentation

                                                                                                                              • Segmentation overview
                                                                                                                                • Figure 54: Men’s clothing shopper segments and characteristics, January 2016
                                                                                                                                • Figure 55: Men’s clothing shopper segments, January 2016
                                                                                                                              • Spendy Trendy Style Seekers (22%)
                                                                                                                                • Definition and demographics
                                                                                                                                  • Characteristics
                                                                                                                                    • Opportunities
                                                                                                                                      • Stylish Value Buyers (16%)
                                                                                                                                        • Definition and demographics
                                                                                                                                          • Characteristics
                                                                                                                                            • Opportunities
                                                                                                                                              • Status Quo Comfort Seekers (17%)
                                                                                                                                                • Definition and demographics
                                                                                                                                                  • Characteristics and opportunities
                                                                                                                                                    • Reluctant Budget Buyers (6%)
                                                                                                                                                      • Definition and demographics
                                                                                                                                                        • Characteristics and opportunities
                                                                                                                                                            • Figure 56: Shopping behaviors and attitudes, by men’s clothing shopper segments, January 2016
                                                                                                                                                            • Figure 57: Clothing spending, store type, stylishness, and shopping attitudes, January 2016
                                                                                                                                                        • Appendix – Data Sources and Abbreviations

                                                                                                                                                          • Data sources
                                                                                                                                                            • Sales data
                                                                                                                                                              • Fan chart forecast
                                                                                                                                                                • Consumer survey data
                                                                                                                                                                  • Direct marketing creative
                                                                                                                                                                    • Abbreviations and terms
                                                                                                                                                                      • Abbreviations
                                                                                                                                                                        • Terms
                                                                                                                                                                        • Appendix – Market

                                                                                                                                                                            • Figure 58: Total US sales and forecast of men’s clothing, at inflation-adjusted prices, 2010-20
                                                                                                                                                                        • Appendix – Consumer

                                                                                                                                                                            • Figure 59: Attitudes toward style, by gender and men’s age, July 2014 -September 2015
                                                                                                                                                                            • Figure 60: Attitudes toward clothing brands, by gender and men’s age, July 2014 -September 2015
                                                                                                                                                                            • Figure 61: Attitudes toward clothing factors, retailers, quality, by gender and men’s age, July 2014 -September 2015

                                                                                                                                                                        Companies Covered

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                                                                                                                                                                        Men's Clothing - US - March 2016

                                                                                                                                                                        US $3,995.00 (Excl.Tax)