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Menswear Retailing - China - August 2014

“China’s menswear market continues to grow well, helped to a large degree by the growth of online retailing, but leading retailers continue to struggle with high degrees of market fragmentation and over-supply, especially in the formal and business casual sectors.”

– Matthew Crabbe, Director of Research Asia-Pacific

Some questions answered in this report include:

  • Do price and convenience still dominate purchasing habits?
  • How can a stand-out brand be built in a fragmented market?
  • Should brands break away from conservatism?

Retailers appear to have been slow to react to a shift in purchasing among men away from formalwear and more towards casual dressing. In order to reverse this situation, retailers need to become more differentiated, by producing and selling more unique styles, providing more attractive stores, offering a higher quality of value-added service and with better online-to-offline coordination, to meet the increasingly high demands of male clothes shoppers. There is a shift away from formality and conservatism, with the most innovative retailers and brands being those in the fast-fashion sector and which are targeting the increasingly individualistic male shoppers who are looking to keep up with the latest fashions.

This market comprises men’s clothes through all retail outlets including direct to consumer in the People’s Republic of China. It excludes footwear and clothing accessories (such as belts, hats and jewellery), but includes sportswear. Market value is at prices in retailers including sales tax.

 

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Table of contents

  1. Introduction

      • Definition
        • Methodology
          • Abbreviations
          • Executive Summary

              • The market
                • Figure 1: China – Total menswear market value, 2009-19
              • Companies and brands
                • Figure 2: China – comparative market shares of the top 10 menswear retail companies, 2012/13
              • The consumer
                • Types of menswear retailers visited
                  • Figure 3: Types of menswear retailers visited by consumers, by frequency of visit, June 2014
                • Types of menswear bought
                  • Figure 4: Types of menswear bought by consumers, June 2014
                • Occasions when menswear is bought
                  • Figure 5: Occasions when bought menswear, June 2014
                • Retailer choice factors
                  • Figure 6: Factors affecting consumer choice of menswear retailer, June 2014
                • Product choice factors
                  • Figure 7: Factors affecting consumer choice of menswear products, June 2014
                • Key consumer segments
                  • Figure 8: China – Menswear market key consumer segments, June 2014
                • Attitudes to menswear shopping
                  • Figure 9: Consumer attitudes towards fashion/style in menswear shopping, June 2014
                • Key Issues
                  • Price and convenience still dominate purchasing habits
                    • Building a stand-out brand in a fragmented market
                      • Now is the time to break away from conservatism
                      • Issues and Insights

                        • Price and convenience still dominate purchasing habits
                          • The facts
                            • The implications
                              • The opportunities
                                • The predictions
                                  • Building a stand-out brand in a fragmented market
                                    • The facts
                                      • The implications
                                        • The opportunities
                                          • The predictions
                                            • Now is the time to break away from conservatism
                                              • The facts
                                                • The implications
                                                  • The opportunities
                                                    • The predictions
                                                    • Trend Applications

                                                        • Man in the Mirror
                                                          • Generation Next
                                                            • Old Gold
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • Structural changes needed to improve growth
                                                                  • Figure 10: China – Total menswear market value, 2009-19
                                                                • Menswear market subdued and performing below potential
                                                                  • Figure 11: Comparative financial performance of four listed Chinese menswear companies, 20012-13
                                                                • The development of private label
                                                                  • Online retail’s growth in significance to clothing sales
                                                                    • Figure 12: China – Total internet users, online shoppers, total and per capita online and B2C online retail sales value, 2009-14
                                                                    • Figure 13: China’s total online retail and online apparel markets compared, 2008-12
                                                                    • Figure 14: Growth comparison of China’s total e-commerce and online apparel markets, 2009-14
                                                                    • Figure 15: Online apparel retailing as a proportion of total China apparel market value, 2008-12
                                                                  • Key trends expected to shape the future market
                                                                  • Market Share

                                                                    • Key points
                                                                      • Few brands stand out from the pack
                                                                        • Figure 16: China – comparative market shares of the top 10 menswear retail companies, 2012/13
                                                                        • Figure 17: China – combined market shares of the top 10 menswear retail companies, 2012/13
                                                                      • Differentiate or die!
                                                                      • Who’s Innovating?

                                                                        • Key points
                                                                          • The trending “urban chic” brands
                                                                            • Meeting the online retail challenge
                                                                              • Ethical fashion as a potential differentiator
                                                                              • Companies and Brands

                                                                                • Youngor
                                                                                    • Figure 18: Youngor Group financial results, 20012/13
                                                                                  • Fujian Septwolves Industry Co Ltd
                                                                                      • Figure 19: Fujian Septwolves Industry Co Ltd financial results, 20012/13
                                                                                    • Joeone Co Ltd
                                                                                        • Figure 20: Joeone Co Ltd financial results, 20012/13
                                                                                      • Zhejiang Semir Garment Co Ltd
                                                                                        • Shanghai Metersbonwe Fashion & Accessories Co Ltd
                                                                                          • Figure 21: Metersbonwe Fashion & Accessories Co Ltd financial results, 20012/13
                                                                                      • The Consumer – Types of Menswear Retailers Visited

                                                                                        • Key points
                                                                                          • Online retail dominates high-frequency shopping
                                                                                            • Figure 22: Types of menswear retailers visited by consumers, by frequency of visit, June 2014
                                                                                          • Who is visiting specialist stores?
                                                                                              • Figure 23: Types of menswear retailers (menswear specialists, unisex specialists, sports/leisurewear specialists and boutiques) visited by consumers, by frequency of visit, by age group, June 2014
                                                                                              • Figure 24: Types of menswear retailers (menswear specialists, unisex specialists, sports/leisurewear specialists and boutiques) visited by consumers, by frequency of visit, by monthly household income group, June 2014
                                                                                            • Modern grocers prove convenience and price are key
                                                                                                • Figure 25: Types of menswear retailers (supermarkets/hypermarkets and discount outlets) visited by consumers, by frequency of visit, by age group, June 2014
                                                                                                • Figure 26: Types of menswear retailers (supermarkets/hypermarkets and discount outlets) visited by consumers, by frequency of visit, by monthly household income group, June 2014
                                                                                              • Department stores need to raise visiting frequency
                                                                                                • Figure 27: Department stores visited by consumers, by frequency of visit, by age group, June 2014
                                                                                                • Figure 28: Department stores visited by consumers, by frequency of visit, by monthly household income group, June 2014
                                                                                              • Consumer repertoire analysis
                                                                                                  • Figure 29: Repertoire analysis of types of menswear retailers visited by consumers, by frequency of visit, June 2014
                                                                                              • The Consumer – Types of Menswear Bought

                                                                                                • Key points
                                                                                                  • Men are relaxing more into casual wear
                                                                                                    • Figure 30: Types of menswear bought by consumers, June 2014
                                                                                                    • Figure 31: Types of menswear bought by consumers, by age group, June 2014
                                                                                                    • Figure 32: Consumer attitudes towards fashion/style in menswear shopping, June 2014
                                                                                                  • More relaxed stores and attentive customer service needed
                                                                                                      • Figure 33: Types of menswear bought by consumers, by monthly household income group, June 2014
                                                                                                      • Figure 34: Types of menswear bought by consumers, by city tier, June 2014
                                                                                                  • The Consumer – Occasions When Bought Menswear

                                                                                                    • Key points
                                                                                                      • Men are learning to enjoy clothes shopping
                                                                                                        • Figure 35: Occasions when bought menswear, June 2014
                                                                                                      • Fashion sense diminishes with age, but only just!
                                                                                                        • Figure 36: Occasions when bought menswear, by age group, June 2014
                                                                                                        • Figure 37: Occasions when bought menswear, by monthly household income group, June 2014
                                                                                                      • And do not forget the wife!
                                                                                                          • Figure 38: Occasions when bought menswear, by marital status, June 2014
                                                                                                        • Lower tier men are catching up fast
                                                                                                            • Figure 39: Occasions when bought menswear, by city tier, June 2014
                                                                                                        • The Consumer – Retailer Choice Factors

                                                                                                          • Key points
                                                                                                            • Quality expectation more important than price
                                                                                                              • Figure 40: Factors affecting consumer choice of menswear retailer, June 2014
                                                                                                            • Strong demand for better quality products and service
                                                                                                              • Figure 41: Factors affecting consumer choice of menswear retailer, by age group, June 2014
                                                                                                              • Figure 42: Factors affecting consumer choice of menswear retailer, by monthly household income group, June 2014
                                                                                                          • The Consumer – Product Choice Factors

                                                                                                            • Key points
                                                                                                              • Comfort, style and quality trump value for money
                                                                                                                • Figure 43: Factors affecting consumer choice of menswear products, June 2014
                                                                                                              • Life stage significant to choice factors
                                                                                                                • Figure 44: Factors affecting consumer choice of menswear products, by age group and marital status, June 2014
                                                                                                                • Figure 45: Choice factors considered when deciding which womenswear products to buy, December 2013
                                                                                                                • Figure 46: Factors affecting consumer choice of menswear products, by monthly household income group, June 2014
                                                                                                                • Figure 47: Factors affecting consumer choice of menswear products, by city tier, June 2014
                                                                                                            • The Consumer – Key Consumer Segments

                                                                                                              • Key points
                                                                                                                • The key consumer groups
                                                                                                                  • Figure 48: China – Menswear market key consumer segments, June 2014
                                                                                                                • The Online-savvy brand followers
                                                                                                                  • Who they are
                                                                                                                    • What they like
                                                                                                                      • Marketing approach
                                                                                                                        • The Boutique-trawling individualists
                                                                                                                          • Who they are
                                                                                                                            • What they like
                                                                                                                              • Marketing approach
                                                                                                                                • The Budget fashionistas
                                                                                                                                  • Who they are
                                                                                                                                    • What they like
                                                                                                                                      • Marketing approach
                                                                                                                                      • The Consumer – Attitudes to Menswear Shopping

                                                                                                                                        • Key points
                                                                                                                                          • Consumer attitudes towards fashion/style
                                                                                                                                            • Figure 49: Consumer attitudes towards fashion/style in menswear shopping, June 2014
                                                                                                                                            • Figure 50: Consumer attitudes towards fashion/style in menswear shopping, by demographics, June 2014
                                                                                                                                          • Consumer attitudes towards price
                                                                                                                                            • Figure 51: Consumer attitudes towards price in menswear shopping, June 2014
                                                                                                                                          • Consumer attitudes towards brand
                                                                                                                                            • Figure 52: Consumer attitudes towards brand in menswear shopping, June 2014
                                                                                                                                            • Figure 53: Consumer attitudes towards brand in menswear shopping, by demographics, June 2014
                                                                                                                                          • Consumer attitudes towards online vs in-store purchase
                                                                                                                                            • Figure 54: Consumer attitudes towards online vs in-store purchase in menswear shopping, June 2014
                                                                                                                                        • Appendix – Market Size and Forecast

                                                                                                                                          • Include detailed market size table/forecast data here.
                                                                                                                                            • Figure 55: China – Total value of the menswear market, 2009-19
                                                                                                                                        • Appendix – Market Segmentation

                                                                                                                                            • Figure 56: Target groups, June 2014
                                                                                                                                            • Figure 57: Target groups, by demographics, June 2014
                                                                                                                                            • Figure 58: Types of menswear retailers visited by consumers, by target groups, June 2014
                                                                                                                                            • Figure 59: Types of menswear bought by consumers, by target groups, June 2014
                                                                                                                                            • Figure 60: Occasions when bought menswear, by target groups, June 2014
                                                                                                                                        • Appendix – Types of Menswear Retailers Visited

                                                                                                                                            • Figure 61: Types of menswear retailers visited by consumers, June 2014
                                                                                                                                            • Figure 62: Types of menswear retailers visited by consumers – Menswear specialists, by demographics, June 2014
                                                                                                                                            • Figure 63: Types of menswear retailers visited by consumers – Unisex clothing specialists, by demographics, June 2014
                                                                                                                                            • Figure 64: Types of menswear retailers visited by consumers – Sports/leisurewear specialists, by demographics, June 2014
                                                                                                                                            • Figure 65: Types of menswear retailers visited by consumers – Department stores/shopping malls, by demographics, June 2014
                                                                                                                                            • Figure 66: Types of menswear retailers visited by consumers – Supermarkets/hypermarkets, by demographics, June 2014
                                                                                                                                            • Figure 67: Types of menswear retailers visited by consumers – Bespoke tailors, by demographics, June 2014
                                                                                                                                            • Figure 68: Types of menswear retailers visited by consumers – Discount outlets, by demographics, June 2014
                                                                                                                                            • Figure 69: Types of menswear retailers visited by consumers – Boutiques/private-owned clothing stores, by demographics, June 2014
                                                                                                                                            • Figure 70: Types of menswear retailers visited by consumers – Comprehensive online shopping website, by demographics, June 2014
                                                                                                                                            • Figure 71: Types of menswear retailers visited by consumers – Specialised clothing online shopping website, by demographics, June 2014
                                                                                                                                            • Figure 72: Types of menswear retailers visited by consumers, by most popular occasions when bought menswear, June 2014
                                                                                                                                            • Figure 73: Types of menswear retailers visited by consumers, by next most popular occasions when bought menswear, June 2014
                                                                                                                                          • Repertoire analysis
                                                                                                                                            • Figure 74: Repertoire of types of menswear retailers visited by consumers, June 2014
                                                                                                                                            • Figure 75: Repertoire of types of menswear retailers visited by consumers, by demographics, June 2014
                                                                                                                                        • Appendix – Types of Menswear Bought

                                                                                                                                            • Figure 76: Types of menswear bought by consumers, June 2014
                                                                                                                                            • Figure 77: Most popular types of menswear bought by consumers, by demographics, June 2014
                                                                                                                                            • Figure 78: Next most popular types of menswear bought by consumers, by demographics, June 2014
                                                                                                                                            • Figure 79: Types of menswear bought by consumers, by most popular factors affecting consumer choice of menswear retailer – Rank 1, June 2014
                                                                                                                                            • Figure 80: Types of menswear bought by consumers, by next most popular factors affecting consumer choice of menswear retailer – Rank 1, June 2014
                                                                                                                                            • Figure 81: Types of menswear bought by consumers, by most popular factors affecting consumer choice of menswear retailer – Rank 2, June 2014
                                                                                                                                            • Figure 82: Types of menswear bought by consumers, by next most popular factors affecting consumer choice of menswear retailer – Rank 2, June 2014
                                                                                                                                            • Figure 83: Types of menswear bought by consumers, by most popular factors affecting consumer choice of menswear retailer – Rank 3, June 2014
                                                                                                                                            • Figure 84: Types of menswear bought by consumers, by next most popular factors affecting consumer choice of menswear retailer – Rank 3, June 2014
                                                                                                                                        • Appendix – Occasions when Bought Menswear

                                                                                                                                            • Figure 85: Occasions when bought menswear, June 2014
                                                                                                                                            • Figure 86: Most popular occasions when bought menswear, by demographics, June 2014
                                                                                                                                            • Figure 87: Next most popular occasions when bought menswear, by demographics, June 2014
                                                                                                                                            • Figure 88: Occasions when bought menswear, by most popular factors affecting consumer choice of menswear retailer – Rank 1, June 2014
                                                                                                                                            • Figure 89: Occasions when bought menswear, by next most popular factors affecting consumer choice of menswear retailer – Rank 1, June 2014
                                                                                                                                            • Figure 90: Occasions when bought menswear, by most popular factors affecting consumer choice of menswear retailer – Rank 2, June 2014
                                                                                                                                            • Figure 91: Occasions when bought menswear, by next most popular factors affecting consumer choice of menswear retailer – Rank 2, June 2014
                                                                                                                                            • Figure 92: Occasions when bought menswear, by most popular factors affecting consumer choice of menswear retailer – Rank 3, June 2014
                                                                                                                                            • Figure 93: Occasions when bought menswear, by next most popular factors affecting consumer choice of menswear retailer – Rank 3, June 2014
                                                                                                                                        • Appendix – Retailer Choice Factors

                                                                                                                                            • Figure 94: Factors affecting consumer choice of menswear retailer, June 2014
                                                                                                                                            • Figure 95: Most popular factors affecting consumer choice of menswear retailer – Rank 1, by demographics, June 2014
                                                                                                                                            • Figure 96: Next most popular factors affecting consumer choice of menswear retailer – Rank 1, by demographics, June 2014
                                                                                                                                            • Figure 97: Other factors affecting consumer choice of menswear retailer – Rank 1, by demographics, June 2014
                                                                                                                                            • Figure 98: Most popular factors affecting consumer choice of menswear retailer – Rank 2, by demographics, June 2014
                                                                                                                                            • Figure 99: Next most popular factors affecting consumer choice of menswear retailer – Rank 2, by demographics, June 2014
                                                                                                                                            • Figure 100: Other factors affecting consumer choice of menswear retailer – Rank 2, by demographics, June 2014
                                                                                                                                            • Figure 101: Most popular factors affecting consumer choice of menswear retailer – Rank 3, by demographics, June 2014
                                                                                                                                            • Figure 102: Next most popular factors affecting consumer choice of menswear retailer – Rank 3, by demographics, June 2014
                                                                                                                                            • Figure 103: Other factors affecting consumer choice of menswear retailer – Rank 3, by demographics, June 2014
                                                                                                                                        • Appendix – Product Choice Factors

                                                                                                                                            • Figure 104: Factors affecting consumer choice of menswear products, June 2014
                                                                                                                                            • Figure 105: Most popular factors affecting consumer choice of menswear products – Rank 1, by demographics, June 2014
                                                                                                                                            • Figure 106: Next most popular factors affecting consumer choice of menswear products – Rank 1, by demographics, June 2014
                                                                                                                                            • Figure 107: Other factors affecting consumer choice of menswear products – Rank 1, by demographics, June 2014
                                                                                                                                            • Figure 108: Most popular factors affecting consumer choice of menswear products – Rank 2, by demographics, June 2014
                                                                                                                                            • Figure 109: Next most popular factors affecting consumer choice of menswear products – Rank 2, by demographics, June 2014
                                                                                                                                            • Figure 110: Other factors affecting consumer choice of menswear products – Rank 2, by demographics, June 2014
                                                                                                                                            • Figure 111: Most popular factors affecting consumer choice of menswear products – Rank 3, by demographics, June 2014
                                                                                                                                            • Figure 112: Next most popular factors affecting consumer choice of menswear products – Rank 3, by demographics, June 2014
                                                                                                                                            • Figure 113: Other factors affecting consumer choice of menswear products – Rank 3, by demographics, June 2014
                                                                                                                                            • Figure 114: Factors affecting consumer choice of menswear products, by most popular consumer attitudes to menswear shopping, June 2014
                                                                                                                                            • Figure 115: Factors affecting consumer choice of menswear products, by next most popular consumer attitudes to menswear shopping, June 2014
                                                                                                                                        • Appendix – Attitudes to Menswear Shopping

                                                                                                                                            • Figure 116: Consumer attitudes to menswear shopping, June 2014
                                                                                                                                            • Figure 117: Agreement with the statement ‘It is important to look well dressed’, by demographics, June 2014
                                                                                                                                            • Figure 118: Agreement with the statement ‘It is important to keep up with the latest fashion’, by demographics, June 2014
                                                                                                                                            • Figure 119: Agreement with the statement ‘How you are dressed reflects your persona’, by demographics, June 2014
                                                                                                                                            • Figure 120: Agreement with the statement ‘It is better to wait for the sales than pay full price for menswear’, by demographics, June 2014
                                                                                                                                            • Figure 121: Agreement with the statement ‘Menswear sold in store is overpriced compared with online’, by demographics, June 2014
                                                                                                                                            • Figure 122: Agreement with the statement ‘It is worth paying more for clothes from well-known brands’, by demographics, June 2014
                                                                                                                                            • Figure 123: Agreement with the statement ‘Menswear from international brands is more fashionable than those from domestic brands’, by demographics, June 2014
                                                                                                                                            • Figure 124: Agreement with the statement ‘Clothes from boutiques/private-owned clothing shops are more unique than those in specialty stores’, by demographics, June 2014
                                                                                                                                            • Figure 125: Agreement with the statement ‘It is easier to control spending when buying menswear online than in-store’, by demographics, June 2014
                                                                                                                                            • Figure 126: Agreement with the statement ‘Online purchase provides more product information on clothing than in-store’, by demographics, June 2014
                                                                                                                                            • Figure 127: Agreement with the statement ‘It is time-saving to buy menswear online compared to in-store’, by demographics, June 2014
                                                                                                                                            • Figure 128: Agreement with the statement ‘I worry about the inconsistency between product display and the actual product when buying menswear online ’, by demographics, June 2014

                                                                                                                                        Companies Covered

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                                                                                                                                        Menswear Retailing - China - August 2014

                                                                                                                                        £3,170.69 (Excl.Tax)