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Men's Clothing - US - April 2018

"Men have endless options as to where they can shop, which might only lead to more decision-making issues. Since most men are strategic shoppers, many are likely choosing to buy clothes wherever makes the most sense, whether motivated by price or convenience or ability to fulfill other shopping needs, either for themselves or others. This abundance of options could lead to trouble with decision making, and many men, even those who enjoy clothes shopping, are open to guidance. Retailers that offer a unique and personalized way of narrowing choices could distinguish themselves against competitors and connect with male shoppers."
- Alexis DeSalva, Retail & Apparel Analyst

This Report looks at the following areas:

  • The market is crowded
  • An abundance of options results in less retailer loyalty

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • The issues
            • The market is crowded
              • Figure 1: Retailers shopped, any visitation and online, February 2018
            • An abundance of options results in less retailer loyalty
              • The opportunities
                • Lending a helping hand could engage more shoppers
                  • Figure 2: Attitudes toward clothes shopping, February 2018
                • Encouraging self-gifting among enthusiastic shoppers
                  • Figure 3: Reasons for shopping and attitudes toward clothes shopping, by select demographics, February 2018
                • What it means
                • The Market – What You Need to Know

                  • An optimistic outlook for the next five years
                    • A change in dressing creates a shift in share
                      • Population growth among core shoppers complemented by positive market factors will continue to fuel sales
                      • Market Size and Forecast

                        • Positive growth expected to continue
                          • Figure 4: Total US sales and fan chart forecast of market, at current prices, 2012-22
                          • Figure 5: Total US sales and forecast of market, at current prices, 2012-22
                      • Market Breakdown

                        • Seasonality could affect sales of men’s tops
                          • Figure 6: Total US retail sales of men's clothing, by segment, at current prices, 2012-22
                        • Pants and other items are driving category growth
                          • Figure 7: Total US retail sales of men's clothing, by segment, at current prices, 2015-17
                      • Market Factors

                        • Population of key shoppers is expected to maintain
                          • Figure 8: Male population, by age, 2013-23
                        • Multicultural growth could lead to a stronger interest in clothing
                          • Figure 9: Men, by race and Hispanic origin, 2013-23
                        • Higher income could result in more dollars spent in the category
                          • Figure 10: Median household income, by age of householder, 2016
                        • Increased access to the internet will impact how consumers shop
                          • Figure 11: Personal technology ownership, by gender and age, June 2017
                        • Obesity could lead to unmet needs for some men
                          • Figure 12: Prevalence of obesity among adults aged 20 and over, by age and gender or race, 2017
                      • Key Players – What You Need to Know

                        • A focus on clothing is paying off for some retailers
                          • More options to choose from leads to lower loyalty
                            • Driving incremental sales through personalized assistance and new sales events
                            • What’s Working?

                              • Amazon heats up the clothing market
                                • Figure 13: Amazon men’s clothing private label advertisement, March 2018
                                • Figure 14: Retailers shopped – Amazon versus Target, February 2018
                              • Shopping for a cause: giving men a reason to shop certain brands
                              • What’s Struggling?

                                • Oversaturation creates loyalty issues for some retailers
                                  • Figure 15: Retailers shopped, select retailers, February 2018
                                  • Figure 16: Walmart email campaign, May 2017
                                  • Figure 17: Bonobos email campaign, February 2018
                              • What’s Next?

                                • Re-thinking customer service
                                  • Figure 18: Attitudes toward clothes shopping, February 2018
                                • New seasons give men new reasons to shop
                                  • Figure 19: Reasons for shopping, by select demographics, February 2018
                              • The Consumer – What You Need to Know

                                • Most men are strategic shoppers
                                  • Men are increasing their online shopping
                                    • Men are keeping it casual
                                      • Men understand the importance of appearance
                                        • What men want: competitive shipping and rewards for shopping
                                        • Reasons for Shopping

                                          • Men are shopping with purpose and strategy
                                            • Figure 20: Reasons for shopping, February 2018
                                          • Dads are likely stocking up when shopping with kids
                                            • Figure 21: Reasons for shopping, by parental status, February 2018
                                          • Young, affluent shoppers are investing in appearance
                                            • Figure 22: Reasons for shopping, by age and household income, February 2018
                                          • Black men show a flair for fashion
                                            • Figure 23: Reasons for shopping, by race, February 2018
                                        • Retailers Shopped

                                          • Online shopping is on the rise, driven by Amazon
                                            • Figure 24: Retailers shopped, February 2018
                                          • Some men are still shopping at the mall
                                            • Figure 25: Retailers shopped, by select demographics, February 2018
                                          • Even affluent men are looking for deals
                                            • Figure 26: Retailers shopped, by household income, February 2018
                                          • Black men shop around
                                            • Figure 27: Select retailers shopped – Any visitation and online, by race and Hispanic origin, February 2018
                                        • Items Purchased

                                          • Basics reign, while dressy clothing takes a back seat
                                            • Figure 28: Items purchased, February 2018
                                          • Younger men have mixed needs
                                            • Figure 29: Items purchased, by age, February 2018
                                            • Figure 30: Bergdorf Goodman email campaign, February 2018
                                            • Figure 31: Sperry top-sider email campaign, February 2018
                                          • Dads could be making seasonal purchases when shopping with children
                                            • Figure 32: Items purchased, by parental status and presence of children, February 2018
                                          • Fashion-focused Black men are shopping across categories
                                            • Men describe the items they enjoy shopping for
                                            • Shopping Behavior

                                              • Deal seeking dominates
                                                • Figure 33: Shopping behavior, February 2018
                                              • Older, affluent consumers are savvy shoppers
                                                • Figure 34: Shopping behavior, by household income, February 2018
                                              • Younger men and dads are researching before buying
                                                • Figure 35: Shopping behavior, by select demographics, February 2018
                                              • Black and Hispanic men are doing their research
                                                • Figure 36: Shopping behavior, by race and Hispanic origin, February 2018
                                              • Men discuss price versus quality
                                              • Attitudes toward Clothes Shopping

                                                • Appearance is important to many men
                                                  • Figure 37: Attitudes toward clothes shopping, February 2018
                                                • Younger generations are investing in their appearance
                                                  • Figure 38: Attitudes toward clothes shopping, by generation, February 2018
                                                • Interest in clothing decreases with age
                                                  • Figure 39: Attitudes toward clothing shopping, by age, February 2018
                                                • Fashion enthusiasts versus the non-enthused
                                                  • Figure 40: Attitudes toward clothes shopping, cluster analysis of fashion enthusiasts versus non-enthusiasts, February 2018
                                                • Multicultural men are style seekers
                                                  • Figure 41: Attitudes toward clothes shopping, by race and Hispanic origin, February 2018
                                              • Influences to Shopping

                                                • Shipping, rewards, and sizes could sway where men shop
                                                  • Figure 42: Influencers to shopping, February 2018
                                                • Digitally native generations are used to shipping and delivery perks
                                                  • Figure 43: Influencers to shopping, by generation, February 2018
                                                • Dads want better rewards
                                                  • Figure 44: Influencers to shopping, by parental status and presence of children in household and age of children in household, February 2018
                                                • Shipping and sizes could engage more multicultural men
                                                  • Figure 45: Influencers to shopping, by race and Hispanic origin, February 2018
                                              • Appendix – Data Sources and Abbreviations

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

                                                                • Figure 46: Total US sales and forecast of market, at inflation-adjusted prices, 2012-22
                                                                • Figure 47: Median household income, by race and Hispanic origin of householder, 2016
                                                                • Figure 48: Obesity rates, by gender and age, 2017
                                                                • Figure 49: Obesity rates, by race, 2017
                                                            • Appendix – The Consumer

                                                                • Figure 50: Retailers shopped, in-store versus online, February 2018

                                                            Men's Clothing - US - April 2018

                                                            US $4,395.00 (Excl.Tax)