This report looks at the following areas: Decision-making and purchase frequency for fashion products – men take charge of their own clothing and footwear purchases, with key categories such as trousers and tops typically updated more than once per quarter.
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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