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Menswear - UK - March 2016

“Spend on clothing is increasingly competing with other areas such as leisure, with men showing a preference for spending their extra money on activities such as dining out and going out rather than on fashion. This means that clothing retailers will have to work harder than ever to encourage men to part with their money, with a focus on more stylish clothes for all ages, a wider range of larger sizes and by combining retail with leisure to create destination venues.”

– Tamara Sender, Senior Fashion Analyst

This report looks at the following questions:

  • How has the menswear market performed?
  • What are the opportunities for growth?
  • What innovations can help to drive interest in the menswear market?

While the whole clothing market has seen slower growth in 2015 than the previous year due to the impact of widespread discounting, menswear has benefited from men being less interested in clothes on promotion than women.

An ageing population will mean that retailers targeting older men aged 45 and over need to focus on designing stylish clothes for this age group.

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this report
        • Includes
          • Excludes
          • Executive Summary

              • The market
                • Menswear grows by 4.1% in 2015
                  • Figure 1: Best and worst case forecast of UK sales of men’s outerwear, 2010-20
                • An ageing male population
                  • 65% of men overweight or obese
                    • Companies, brands and innovations
                      • M&S is the most trusted brand
                        • Figure 2: Attitudes towards and usage of selected brands, January 2016, November and August 2015
                      • Retailers focus on menswear
                        • Designers debut men’s collections
                          • Uplift in men’s fashion advertising in 2015
                            • The consumer
                              • Capitalising on demand for male fashion accessories
                                • Figure 3: Spending habits for clothing, footwear and accessories, by gender, February 2016
                              • Primark remains leading clothing retailer
                                • Figure 4: Retailers from where men bought clothes for themselves, in-store and online, December 2015
                              • Trend for sportswear continues
                                • Figure 5: Types of clothes men have purchased for themselves in the last 12 months, December 2015
                              • Young men prioritise quality of clothes
                                • Figure 6: Most important factors when choosing one retailer over another when shopping for clothes, December 2015
                              • One fifth want clothes in larger sizes
                                • Figure 7: What men would like to see improved when shopping for clothes in-store, December 2015
                              • Returns are a major issue
                                • Figure 8: What men would like to see improved when shopping for clothes online, December 2015
                              • Demand for sizing technology
                                • Figure 9: Innovations men are most interested in when buying clothes in-store or online, December 2015
                              • What we think
                              • Issues and Insights

                                • How has the menswear market performed?
                                  • The facts
                                    • The implications
                                      • What are the opportunities for growth?
                                        • The facts
                                          • The implications
                                            • What innovations can help to drive interest in the menswear market?
                                              • The facts
                                                • The implications
                                                • The Market – What You Need to Know

                                                  • Menswear grows by 4.1% in 2015
                                                    • Menswear to increase by 22.5% by 2020
                                                      • Double-digit growth in the number of over-55s
                                                        • 65% of men overweight or obese
                                                          • Increase in men with healthy finances
                                                            • Leisure competing with clothing
                                                              • Larger smartphone screens enabling greater browsing
                                                              • Market Size and Forecast

                                                                • Menswear grows by 4.1% in 2015
                                                                  • Figure 10: Best and worst case forecast of UK sales of men’s outerwear, 2010-20
                                                                • Menswear to increase by 22.5% by 2020
                                                                  • Figure 11: UK sales of men’s outerwear at current prices, 2010-20
                                                                • Forecast methodology
                                                                • Market Drivers

                                                                  • Double-digit growth in the number of over-55s
                                                                    • 65% of men overweight or obese
                                                                      • Figure 12: Proportion of overweight and obese male population, 2009-14
                                                                    • Increase in men with healthy finances
                                                                      • Figure 13: How respondents would describe their financial situation, by gender, January 2016
                                                                    • Leisure competing with clothing
                                                                      • Figure 14: What extra money is spent on, by gender, January 2016
                                                                    • Larger smartphone screens enabling greater browsing
                                                                      • Figure 15: Ownership of smartphones, laptop computers and tablet computers, male by age, September 2015
                                                                  • Key Players – What You Need to Know

                                                                    • Designers debut men’s collections
                                                                      • Menswear pop-ups
                                                                        • Collaborations
                                                                          • Uplift in men’s fashion advertising in 2015
                                                                            • M&S is the most trusted brand
                                                                              • Topman seen as trendsetting
                                                                              • Launch Activity and Innovation

                                                                                • Luxury brands give unprecedented access to runway shows
                                                                                  • Figure 16: Burberry menswear, show finale, January 2016
                                                                                • New menswear brand for the over-50s
                                                                                  • Premium retailers invest in made-to-measure services
                                                                                    • Harrods dedicates October to menswear
                                                                                      • Retailers and brands focus on menswear
                                                                                        • Figure 17: Whistles’ menswear account on instagram, February 2016
                                                                                      • Collaborations
                                                                                      • Advertising and Marketing Activity

                                                                                        • Uplift in men’s fashion advertising in 2015
                                                                                          • Figure 18: Recorded above-the-line, online display and direct mail total advertising expenditure on menswear, 2011-15
                                                                                        • Top advertisers
                                                                                          • Figure 19: Recorded above-the-line, online display and direct mail total advertising expenditure on menswear, by advertiser, 2012-15
                                                                                        • Men targeted with press adverts
                                                                                          • Figure 20: Recorded above-the-line, online display and direct mail total advertising expenditure on menswear, by media type, 2015
                                                                                        • Nielsen Media Research coverage
                                                                                        • Space Allocation Summary

                                                                                            • Figure 21: Estimated space allocation of leading specialist and non-specialist clothing retailers, by menswear, womenswear and childrenswear, October 2015
                                                                                          • Detailed category space allocation
                                                                                            • Figure 22: Broad range clothing retailers, detailed space allocations for menswear, October 2015
                                                                                            • Figure 23: Broad range clothing retailers and supermarket chains, detailed space allocations for menswear, October 2015
                                                                                          • Estimated sales breakdown
                                                                                            • Figure 24: Leading clothing retailers, estimated clothing product mix, 2014/15
                                                                                            • Figure 25: Leading food retailers, estimated clothing product mix, 2014/15
                                                                                          • Sales densities
                                                                                            • Figure 26: Leading clothing retailers, estimated sales density by product, 2014/15
                                                                                            • Figure 27: Leading food retailers, estimated clothing sales density by product, 2014/15
                                                                                          • Market shares by product
                                                                                            • Figure 28: Leading clothing retailers, share of product markets, 2014/15
                                                                                        • Brand Research – Menswear

                                                                                            • What you need to know
                                                                                              • Brand map
                                                                                                • Figure 29: Attitudes towards and usage of selected brands, January 2016, November and August 2015
                                                                                              • Key brand metrics
                                                                                                • Figure 30: Key metrics for selected brands, January 2016, November and August 2015
                                                                                              • Brand attitudes: Very seen as innovative
                                                                                                • Figure 31: Attitudes, by brand, January 2016, November and August 2015
                                                                                              • Brand personality: Next given an image of vibrancy
                                                                                                • Figure 32: Brand personality – Macro image, January 2016, November and August 2015
                                                                                              • Asos: a cutting-edge retailer
                                                                                                • Figure 33: Brand personality – Micro image, January 2016, November and August 2015
                                                                                              • Brand analysis
                                                                                                • Mid-market retailers: M&S, Debenhams and Next
                                                                                                  • Fashion retailers: H&M, Topman, Jigsaw, New Look
                                                                                                    • Online-only retailers: Asos and Very
                                                                                                      • Supermarket brands: George at Asda and F&F at Tesco
                                                                                                        • Value-led retailer: Primark
                                                                                                        • The Consumer – What You Need to Know

                                                                                                          • Men continue to spend on fashion
                                                                                                            • Primark remains leading clothing retailer
                                                                                                              • Under-25s shop more online, but also visit stores more
                                                                                                                • Trend for sportswear continues
                                                                                                                  • Young men prioritise quality of clothes
                                                                                                                    • Growing interest in latest fashion
                                                                                                                      • Demand for improving queuing system
                                                                                                                        • Returns are a major issue
                                                                                                                          • Men want a personalised service
                                                                                                                          • Men’s Spending Priorities

                                                                                                                              • Figure 34: Activities men have done in the last three months, January 2015 and January 2016
                                                                                                                            • Capitalising on demand for male fashion accessories
                                                                                                                                • Figure 35: Spending habits for clothing, footwear and accessories, by gender, February 2016
                                                                                                                            • Where Do Men Buy Clothes?

                                                                                                                              • Primark remains leading clothing retailer
                                                                                                                                • Figure 36: Retailers from where men bought clothes for themselves, in-store and online, December 2015
                                                                                                                              • New Look grows in popularity
                                                                                                                                • Figure 37: Men who have bought clothing for themselves in the last 12 months from Topman, H&M, New Look, other mid-market high street retailers and higher priced fashion retailers, in-store or online, by age group, December 2015
                                                                                                                              • Under-35s shop more online
                                                                                                                                • Driving purchases among older men
                                                                                                                                  • Figure 38: Men who have bought clothing for themselves in the last 12 months from Primark, Next and M&S, in-store or online, by age group, December 2015
                                                                                                                                • Increase in young men visiting stores
                                                                                                                                    • Figure 39: Repertoire of in-store retailers from where men have bought clothes in the last 12 months, December 2015
                                                                                                                                • What Types of Clothes Do Men Buy?

                                                                                                                                  • Fashion for informality
                                                                                                                                      • Figure 40: Types of clothes men have purchased for themselves in the last 12 months, December 2015
                                                                                                                                    • Trend for sportswear continues
                                                                                                                                      • Impact of unseasonal weather on purchasing
                                                                                                                                        • 57% of men only buy two types of clothes
                                                                                                                                          • Figure 41: Repertoire of types of clothes purchased in the last 12 months, December 2015
                                                                                                                                      • Most Important Factors When Buying Clothes

                                                                                                                                        • Young men prioritise quality of clothes
                                                                                                                                            • Figure 42: Most important factors when choosing one retailer of another when shopping for clothes, December 2015
                                                                                                                                          • Growing interest in latest fashion
                                                                                                                                            • Focusing on stylish clothes for older men
                                                                                                                                              • Figure 43: Most important factors when choosing one retailer of another when shopping for clothes, by age group, December 2015
                                                                                                                                            • Men less drawn to discounting than women
                                                                                                                                            • What Men Would Like to See Improved In-store

                                                                                                                                              • Demand for improving queuing system
                                                                                                                                                  • Figure 44: What men would like to see improved when shopping for clothes in-store, December 2015
                                                                                                                                                • One fifth want clothes in larger sizes
                                                                                                                                                  • Figure 45: What men would like to see improved when shopping for clothes in-store, by age group, December 2015
                                                                                                                                              • What Men Would Like to See Improved Online

                                                                                                                                                • Returns are a major issue
                                                                                                                                                  • Figure 46: What men would like to see improved when shopping for clothes online, December 2015
                                                                                                                                                • Improving delivery options
                                                                                                                                                • Interest in Innovations

                                                                                                                                                  • Demand for sizing technology
                                                                                                                                                      • Figure 47: Innovations men are most interested in when buying clothes in-store or online, December 2015
                                                                                                                                                    • Men want a personalised service
                                                                                                                                                      • Embracing smartphones in retail
                                                                                                                                                        • Figure 48: Interest towards shopping innovations – CHAID – Tree output, December 2015
                                                                                                                                                    • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                        • Abbreviations
                                                                                                                                                          • Consumer research methodology
                                                                                                                                                            • Figure 49: Interest towards shopping innovations – CHAID – Table output, December 2015
                                                                                                                                                        • Appendix – Market Size and Forecast

                                                                                                                                                          • Forecast methodology
                                                                                                                                                              • Figure 50: Best and worst case forecast of UK sales of men’s outerwear, 2010-20

                                                                                                                                                          Companies Covered

                                                                                                                                                          • H&M Hennes & Mauritz
                                                                                                                                                          • New Look Group Plc
                                                                                                                                                          • Topman old

                                                                                                                                                          Menswear - UK - March 2016

                                                                                                                                                          £1,995.00 (Excl.Tax)