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Description

Description

“While there are still opportunities for growth in the menswear market, the sector has become much more competitive and more challenging. Faced with greater choice, male shoppers have become more demanding and savvier, seeking out quality products, whilst remaining price-conscious and aware of the large number of discounts available. A lot of the increasing choice in the men’s fashion market has come from the growth of menswear pureplays as men shop for clothes more online and young men seek out fashion recommendations on social media.”

– Tamara Sender Ceron, Senior Fashion Analyst

This report examines the following issues:

  • How to drive purchasing in a more competitive market
  • Adapting to the shift towards online purchasing
  • Appealing to the under-served ageing male consumer

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Menswear sales slow
              • Figure 1: Best- and worst-case forecast for consumer spending on men’s clothing, 2014-24
            • Catering to an ageing population
              • Men are more confident than women about 2020
                • Companies and brands
                  • Primark is the favourite brand, but seen as unethical
                    • Figure 2: Attitudes towards and usage of selected brands, September 2019-February 2020
                  • Shift towards greater spend on digital ads
                    • New players enter the market
                      • The consumer
                        • Rebirth of the suit
                          • Figure 3: What clothing items men have bought in the last 3 months, December 2017 and December 2019
                        • Big jump in online shopping
                          • Figure 4: How men bought clothing in the last 12 months, December 2019
                        • Online-only retailers most popular for fashion
                          • Figure 5: Where men bought clothing in the last 12 months, September 2019 – February 2020
                        • Price and quality drive purchasing
                          • Figure 6: Purchase drivers when buying menswear from different types of clothing retailers, December 2019
                        • A highly promotional market
                          • Figure 7: What encourages men to buy new clothing for themselves, December 2019
                        • Male 25-44s value helpful staff
                          • Figure 8: Agreement or disagreement with attitudes towards buying menswear, December 2019
                        • Growing interest in sustainability
                          • Figure 9: Interest in innovations when shopping for clothes, December 2019
                        • Older Millennials buy mix of premium and value brands
                          • Figure 10: Shopping behaviour when buying menswear, December 2019
                        • What we think
                        • Issues and Insights

                          • How to drive purchasing in a more competitive market
                            • The facts
                              • The implications
                                • Adapting to the shift towards online purchasing
                                  • The facts
                                    • The implications
                                      • Appealing to the under-served ageing male consumer
                                        • The facts
                                          • The implications
                                          • The Market – What You Need to Know

                                            • Menswear sales slow
                                              • Catering to an ageing population
                                                • Rising male obesity
                                                  • Men are more confident than women about 2020
                                                  • Market Size and Forecast

                                                    • Menswear market slows
                                                      • Figure 11: Best- and worst-case forecast for consumer spending on men’s clothing, 2014-24
                                                    • Sector to see big fall in 2020
                                                      • Figure 12: Consumer spending on men’s clothing, at current and constant prices, 2014-24
                                                    • Forecast methodology
                                                    • Market Drivers

                                                      • Catering to an ageing population
                                                        • Figure 13: Trends in the age structure of the male UK population, 2016-26
                                                      • Rising male obesity
                                                        • Menswear prices fall into deflation
                                                          • Figure 14: Consumer price inflation, January 2019-January 2020
                                                        • Brexit uncertainty
                                                          • Figure 15: Consumer views on the impact of the EU referendum, January 2020
                                                        • Men see themselves as financially healthier than women
                                                          • Figure 16: “How would you generally describe your financial situation at the moment?”, by gender and age, February 2020
                                                        • Men are more confident than women about 2020, but COVID-19 will have a negative impact
                                                          • Figure 17: “And how do you feel about your financial situation over the next year?”, by gender, February 2020
                                                      • Companies and Brands – What You Need to Know

                                                        • New players enter the market
                                                          • Rise in gender-fluid collections
                                                            • Shift towards greater spend on digital ads
                                                              • Primark is the favourite brand, but seen as unethical
                                                                • River Island dedicates most space to menswear
                                                                • Launch Activity and Innovation

                                                                  • Rise in gender-fluid collections
                                                                    • Shift towards more tailoring
                                                                      • Figure 18: ASOS Edition suit, March 2020
                                                                    • New players enter the market
                                                                      • Celebrating menswear collaborations
                                                                        • Figure 19: Giambattista Valli x H&M
                                                                        • Figure 20: Giambattista Valli x H&M
                                                                      • New concept stores opened
                                                                        • Growing focus on sustainability
                                                                        • Advertising and Marketing Activity

                                                                          • Adspend rises slightly
                                                                            • Figure 21: Total above-the-line, online display and direct mail advertising expenditure on men’s fashion, 2015-19
                                                                          • Growing spend on digital
                                                                            • Figure 22: Total above-the-line, online display and direct mail advertising expenditure on men’s fashion, by media type, 2019
                                                                          • M&S launches major menswear campaign
                                                                            • Figure 23: Total above-the-line, online display and direct mail advertising expenditure on men’s fashion, by top companies, 2019
                                                                            • Figure 24: M&S menswear campaign, October 2019
                                                                          • Key campaigns
                                                                            • H&M gaming campaign
                                                                              • Burberry focuses on diversity
                                                                                • Gucci invests in avatars
                                                                                  • Nielsen Ad Intel coverage
                                                                                  • Brand Research

                                                                                      • Brand map
                                                                                        • Figure 25: Attitudes towards and usage of selected brands, September 2019 -February 2020
                                                                                      • Key brand metrics
                                                                                        • Figure 26: Key metrics for selected brands, September 2019 -February 2020
                                                                                      • Brand attitudes: JD Sports’ investment in technology helps it be seen as innovative
                                                                                        • Figure 27: Attitudes, by brand, September 2019 -February 2020
                                                                                      • Brand personality: boohooMAN stands out as a fun brand
                                                                                        • Figure 28: Brand personality – macro image, September 2019-February 2020
                                                                                      • Ted Baker suffers from being seen as expensive
                                                                                        • Figure 29: Brand personality – micro image, September 2019-February 2020
                                                                                      • Brand analysis
                                                                                        • Joules and Seasalt have low usage but growing awareness
                                                                                          • Joules
                                                                                            • Figure 30: User profile of Joules, February 2020
                                                                                          • Seasalt
                                                                                            • Figure 31: User profile of Seasalt, February 2020
                                                                                          • Ted Baker perceived as overrated
                                                                                            • Figure 32: User profile of Ted Baker, February 2020
                                                                                          • JD Sports seen as innovative
                                                                                            • Figure 33: User profile of JD Sports, February 2020
                                                                                          • boohooMAN seen as fun
                                                                                            • Figure 34: User profile of boohoo/BoohooMAN, February 2020
                                                                                          • Primark is the favourite brand, but seen as unethical
                                                                                            • Figure 35: User profile of Primark, February 2020
                                                                                          • Next provides a great online service
                                                                                            • Figure 36: User profile of Next, September 2019
                                                                                            • Figure 37: User profile of H&M, September 2019
                                                                                          • Pep&Co still has low levels of awareness
                                                                                            • Figure 38: User profile of Pep&Co, February 2020
                                                                                        • Space Allocation

                                                                                          • Methodology
                                                                                            • River Island is the specialist that dedicates most space to menswear
                                                                                              • H&M focuses on personalised stores
                                                                                                • Figure 39: Men’s, women’s and childrenswear space allocation overview, October 2019
                                                                                              • John Lewis invests in menswear
                                                                                                • Figure 40: Men’s, women’s and childrenswear space allocation overview, October 2019
                                                                                              • M&S remains the market leader
                                                                                                • Figure 41: Leading clothing retailers’ estimated share of the menswear market, 2018
                                                                                            • The Consumer – What You Need to Know

                                                                                              • Rebirth of the suit
                                                                                                • Big jump in online shopping
                                                                                                  • Online-only retailers most popular for fashion
                                                                                                    • Price and quality drive purchasing
                                                                                                      • A highly promotional market
                                                                                                        • Male 25-44s value helpful staff
                                                                                                          • Growing interest in sustainability
                                                                                                            • Older Millennials buy mix of premium and value brands
                                                                                                            • What They Buy

                                                                                                              • Decline in outerwear and footwear purchases
                                                                                                                • Figure 42: What fashion items men have bought in the last 3 months, December 2019
                                                                                                              • Outerwear purchases trend shows decline
                                                                                                                • Figure 43: What fashion items men have bought in the last 3 months, December 2016- December 2019
                                                                                                              • Jeans grow in popularity
                                                                                                                • Figure 44: What clothing items men have bought in the last 3 months, December 2017 and December 2019
                                                                                                              • Rebirth of the suit
                                                                                                                • Men are buying fewer items
                                                                                                                  • Figure 45: Number of clothing items bought on last shopping trip, by gender, December 2019
                                                                                                                  • Figure 46: Number of clothing items bought on last shopping trip, December 2016-December 2019
                                                                                                                • Men spend more than women per shopping trip
                                                                                                                  • Figure 47: Amount spent on clothing items on last shopping trip, by gender, December 2019
                                                                                                              • How They Shop

                                                                                                                • Big jump in online shopping
                                                                                                                  • Figure 48: How men bought clothing in the last 12 months, December 2019
                                                                                                                • Big decline in in-store shopping
                                                                                                                  • Figure 49: How men bought clothing in the last 12 months, by age, December 2019
                                                                                                              • Where They Shop

                                                                                                                • Online-only retailers most popular for fashion
                                                                                                                  • Figure 50: Where men bought clothing in the last 12 months, December 2019
                                                                                                                • Young favour sports stores
                                                                                                                  • Figure 51: Men who bought clothing in the last 12 months from online-only retailers, supermarkets, department stores and/or sports stores, by age, December 2019
                                                                                                                  • Figure 52: Men who bought clothing in the last 12 months from value retailers, mid-market high street fashion stores, higher-priced high street fashion stores, independents and/or luxury retailers, by age, December 2019
                                                                                                                • Older men most brand-loyal
                                                                                                                  • Figure 53: Repertoire of types of retailers where men have bought clothing in the last 12 months, December 2019
                                                                                                              • Purchase Drivers when Buying Menswear

                                                                                                                • Price and quality drive purchasing
                                                                                                                  • Figure 54: Purchase drivers when buying menswear from different types of clothing retailers, December 2019
                                                                                                                • Older men prioritise convenience over experience
                                                                                                                  • Figure 55: Purchase drivers when buying menswear from different types of clothing retailers, by generation, December 2019
                                                                                                              • Motivations for Buying New Clothes

                                                                                                                • A highly promotional market
                                                                                                                  • Figure 56: What encourages men to buy new clothing for themselves, December 2019
                                                                                                                • Men more influenced by recommendations than women
                                                                                                                    • Figure 57: What encourages consumers to buy new clothing for themselves, by gender and age, December 2019
                                                                                                                • Attitudes towards Menswear

                                                                                                                  • Male 25-44s value helpful staff
                                                                                                                    • Figure 58: Agreement or disagreement with attitudes towards buying menswear, December 2019
                                                                                                                  • Issues with sizing
                                                                                                                    • Figure 59: Agreement or disagreement with attitudes towards buying menswear, by age, December 2019
                                                                                                                  • Use of more diverse models
                                                                                                                  • Interest in Innovations

                                                                                                                    • Growing interest in sustainability
                                                                                                                      • Figure 60: Interest in innovations when shopping for clothes, December 2019
                                                                                                                    • Millennials want to be able to try clothes on virtually
                                                                                                                      • Figure 61: Interest in innovations when shopping for clothes, by generation, December 2019
                                                                                                                  • Clothes Shopping Behaviour

                                                                                                                    • Older Millennials buy a mix of premium and value brands
                                                                                                                      • Figure 62: Shopping behaviour when buying menswear, December 2019
                                                                                                                  • CHAID analysis

                                                                                                                    • Over-45s and C2DEs invest in key clothing pieces
                                                                                                                      • Figure 63: Menswear – CHAID – Tree output, January 2020
                                                                                                                    • Methodology
                                                                                                                      • Figure 64: Menswear – CHAID – Table output, January 2020
                                                                                                                  • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                      • Abbreviations
                                                                                                                        • Consumer research methodology
                                                                                                                        • Appendix – Market Size and Forecast

                                                                                                                          • Forecast methodology

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