Men remain interested in fashion and trends but are becoming more discerning in their purchasing decisions. Brands should focus on men’s three core needs – quality, functionality and local cultural elements – to help them express their personal style in line with their aspirations and interests.
Blair Zhang, Senior Analyst, China Insights
This Report is based on a survey of 3,000 male internet users aged 18-59. The survey was designed to explore men’s role in decision-making, purchase frequency and willingness to spend on fashion products, with a focus on clothing and footwear. It also asked about men’s fashion perceptions and attitudes, including their ideal self-image, celebrities whose style they admire and their views on men’s fashion and lifestyles.
This Report covers the following fashion categories:
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