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.
- Category preferences and willingness to spend – men are most willing to trade up in suits and outerwear, reflecting a ‘quality over quantity’ mindset. Personal interests and professional performance are key factors encouraging spending on fashion.
- Perceptions of the ideal male image and sources of fashion information – while many men consider traditional masculinity the ideal, this does not diminish their interest in fashion. Many believe it’s important to keep up with fashion trends, primarily seeking information on social media and drawing style inspiration from celebrities they admire.
- Men’s attitudes and preferences regarding fashion and consumer segmentation based on attitudes towards fashion
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
Market Definitions
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:
- Tops (eg T-shirts, sweaters)
- Outerwear (eg trench coats, hoodies/pullovers, jackets, down jackets)
- Trousers (eg jeans, casual trousers, excluding sports trousers)
- Sports trousers (eg yoga leggings, gym trousers)
- Footwear
- Clothing accessories (eg scarves, hats)
- Jewellery (eg earrings, necklaces)
- Suits (eg business suits, matching sets)
- Bags
- Underwear and loungewear
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Executive summary
- Key issues covered in this Report
- Definition
- What you need to know
- The market
- Growth in the menswear market is slowing, and brands are looking to break new ground through positioning, product innovation and channel adjustments
- Chinese men remain willing to spend on fashion and seek greater control over their purchasing decisions
- Brands are adapting to male consumer trends and catering to their preferences to attract attention and foster connection
- Product innovation should align with core consumer priorities, particularly by integrating sports, outdoor functionality and local culture
- The consumer: category and purchasing preferences
- Most men make their own purchasing decisions for shoes and clothing
- Graph 1: purchase decision maker for daily necessities, 2024
- Men buy trousers and tops most frequently
- Graph 2: men’s fashion purchase plans, by item, 2024
- Men are generally more willing to allocate a higher budget to suits and outerwear
- Graph 3: men’s fashion spending priorities, 2024
- Hobby-related products and professional-grade apparel are key areas of spending
- Graph 4: attitudes towards men’s fashion and lifestyles, 2024
- The consumer – image of an ideal man and sources of fashion inspiration
- Men identify with the traditional image of mature masculinity
- Graph 5: qualities of an ideal man, 2024
- Mature doesn’t mean boring: men follow fashion trends via social media and draw on celebrity style
- Graph 6: attitudes towards men’s fashion and lifestyles, 2024
- Fashion trendsetters are the top-rated style icons, followed by basketball stars and Chinese business tycoons
- Graph 7: favourite celebrity fashion icons, 2024
- Five consumer segments with varying levels of interest in men’s fashion and willingness to spend
- Issues and insights
- What we think
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The market
- Market overview
- The overall performance of the apparel market remains sluggish
- Revenue growth for leading business casual menswear brands has slowed
- Leading sportswear brands thrive on the rise of sports and outdoor trends
- Leading menswear brands are actively adapting to consumer trends, repositioning their brands and products to seek growth opportunities
- Market factors
- Men’s overall financial situation remains stable
- Graph 8: men’s financial situation – % ‘about the same’ or ‘better off’ than last month, 2023-24
- Spending on clothing and accessories holds steady
- Graph 9: % of men who spent more on clothing and accessories than in the previous month, 2023-24
- Later marriage and solo living encourage men to spend more on themselves
- Graph 10: cumulative marriage registrations reported by the Ministry of Civil Affairs, 2023-24
- Men show growing enthusiasm for discussing fashion on social media
- Graph 11: social media posts* mentioning men’s fashion, 2023-24
- Everyday and seasonal men’s fashion are popular topics on major social media platforms
- Marketing strategies
- Partner with athletes to showcase an aspirational and dynamic brand personality
- Strengthening brand associations with specific usage occasions
- Tap into the buzz around the MBTI personality test to target fashion consumers more precisely
- Explore the cultural heritage and modern evolution of materials and fabrics
- Prioritising sustainability in product design
- New product trends
- Capitalise on the growing popularity of outdoor sports
- Bridge the blurred line between sportswear and everyday fashion
- Demonstrate functionality through visuals
- Embed local cultural elements in a meaningful way
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The consumer
- Spending on clothing, shoes and fashion accessories
- 30% of men have spent over RMB5,000 on clothing, shoes and fashion accessories in the past year
- Graph 12: spending on clothing, shoes and fashion accessories over the past 12 months, 2024
- Men aged 25-39 show stronger willingness to spend on fashion products
- Graph 13: average spending on clothing, shoes and fashion accessories over the past 12 months, by age, 2024
- Graph 14: spending brackets for clothing, shoes and fashion accessories over the past 12 months, by age, 2024
- Spending is similar in Tier 1 and Tier 2 cities and slightly higher than in Tier 3 cities
- Graph 15: spending brackets for clothing, shoes and fashion accessories over the past 12 months, by city tier, 2024
- Graph 16: average spending on clothing, shoes and fashion accessories over the past 12 months, by city tier, 2024
- Men in Eastern China are more receptive to high-end fashion products
- Graph 17: average spending on clothing, shoes and fashion accessories over the past 12 months, by region, 2024
- Graph 18: spending brackets for clothing, shoes and fashion accessories over the past 12 months, by region, 2024
- Purchase decision maker for daily necessities
- Most men make their own purchasing decisions for shoes and clothing
- Graph 19: purchase decision maker for daily necessities, 2024
- Student-age consumers tend to choose fashion products for themselves
- Graph 20: purchase decision maker for daily necessities – “I make my own decisions”, by age, 2024
- Fragrance brands should target high-income men in Tier 1 cities
- Graph 21: purchase decision maker for fragrances – “I make my own decisions”, by city tier, 2024
- Graph 22: purchase decision maker for fragrances – “I make my own decisions”, by monthly personal income, 2024
- Anticipated frequency of fashion purchases
- Men buy trousers and tops most frequently
- Graph 23: anticipated frequency of purchasing men’s fashion products, 2024
- Suits and coats are widely in demand but will be purchased less often
- Graph 24: anticipated frequency of purchasing men’s fashion products, 2024
- Men aged 25-39 are the most frequent fashion shoppers
- Graph 25: anticipated frequency of purchasing men’s fashion products (more than once a quarter), by age, 2024
- Spending preferences for fashion items
- Men are most willing to trade up in suits and outerwear
- Graph 26: men’s fashion spending priorities, 2024
- A significant proportion of men are willing to invest in watches
- Graph 27: men’s fashion spending priorities (first or second choice/any chosen), 2024
- Aside from watches, men aged 30-39 are also keen to invest in footwear
- Graph 28: men’s fashion spending priorities (first or second choice), by age, 2024
- Low- and mid-income consumers prefer to trade up to high-quality trousers and tops
- Graph 29: men’s fashion spending priorities (first or second choice), by monthly personal income, 2024
- Qualities of an ideal man
- Men identify with the traditional image of mature masculinity
- Graph 30: qualities of an ideal man, 2024
- Perceptions of the ideal male image have seen little change over the past four years
- Graph 31: qualities of an ideal man, 2020-24
- 18-24 year olds hold more diverse views of the ideal man
- Graph 32: qualities of an ideal man, by age, 2024
- High-income men aim for elegance
- Graph 33: qualities of an ideal man, by monthly personal income, 2024
- Northern men value masculinity, Eastern men pursue elegance, and Southern men appreciate empathy and wit
- Graph 34: qualities of an ideal man, by region, 2024
- Favourite celebrity fashion icons
- Fashion trendsetters are men’s top-rated style icons
- Graph 35: favourite celebrity fashion icons, 2024
- Domestic business tycoons have become fashion role models for men
- Men aged 18-24 identify more strongly with fashion trendsetters, pop stars and basketball players
- Graph 36: favourite Chinese celebrity fashion icons, by age, 2024
- Graph 37: favourite foreign celebrity fashion icons, by age, 2024
- Sports and business leaders appeal to high earners, while entertainment stars attract middle-income consumers
- Graph 38: favourite Chinese celebrity fashion icons, by monthly personal income, 2024
- Graph 39: favourite foreign celebrity fashion icons, by monthly personal income, 2024
- Attitudes towards men’s fashion and lifestyles
- Most men are interested in fashion and luxury goods, but fragrances and accessories remain niche
- Graph 40: attitudes towards men’s fashion and lifestyles – fashion items, 2024
- Spending on hobbies and professional-grade products is seen as worthwhile
- Graph 41: attitudes towards men’s fashion and lifestyles – trading up, 2024
- Men are keen to stay updated on fashion, especially through social media and celebrities
- Graph 42: attitudes towards men’s fashion and lifestyles – fashion content, 2024
- Men don’t automatically think foreign fashion brands are superior
- Graph 43: attitudes towards men’s fashion and lifestyles – foreign vs domestic brands, 2024
- Growing interest in Guochao and New Chinese Style reflects men’s enthusiasm for local cultural elements in fashion
- Graph 44: mentions of ‘Guochao (国潮)’ menswear on social media*, 2023-24
- Graph 45: mentions of ‘New Chinese Style (新中式)’ menswear on social media*, 2023-24
- Classic symbols, landscapes and folk traditions are particularly appealing elements of Chinese culture
- Graph 46: interest in Guochao elements, by gender, 2022
- Male fashion consumer cluster analysis
- Five types of male fashion consumers
- Graph 47: male consumer segmentation, by attitudes towards fashion and lifestyle, 2024
- Fashion segment 1: Core Fashion Enthusiasts
- Fashion segment 2: Fashion-curious Shoppers
- Fashion segment 3: Value Seekers
- Fashion segment 4: Minimalist Dressers
- Fashion segment 5: Basic Wearers
- Different segments have varying levels of interest in men’s fashion and willingness to spend on apparel
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Issues and insights
- Key drivers of appeal for men’s fashion products: quality materials, technical performance and local culture
- Chinese men still rank maturity as the top male trait
- The rise of ‘quiet luxury’ reflects men’s preference for high-quality materials…
- Graph 48: mentions of ‘quiet luxury (静奢)’ menswear on social media*, 2023-24
- …but this doesn’t mean men only opt for monochrome hues
- Male consumers value high-performance apparel
- Clearly showcasing performance features helps drive conversion
- Weaving local cultural elements into product design aligns with the growing Guochao trend
- Identify meaningful and resonant cultural symbols
- Fashion products should draw from both traditional and contemporary local culture
- The key drivers of appeal for men’s fashion products
- Aligning with aspirations and interests to help men express themselves through fashion
- Men use fashion and styling to express themselves
- Aspirations and interests are the two main themes of men’s self-expression
- The outdoor trend reflects men’s desire to escape the city
- Graph 49: self-reward purchases, 2023
- Men’s aspirations for success are turning business moguls into style icons
- Traditional interests like basketball still have a strong following
- Collaborations help capture the interest of fan communities
- Engaging consumers across multiple channels to drive sales and build brand identity
- Men take charge of their own fashion choices
- Graph 50: purchase decision maker for clothing and footwear – “I make my own decisions”, 2024
- They’re eager to stay informed about fashion…
- …and proactively explore styling content
- Graph 51: short video watching habits – dressing content, 2023
- Brand communication should align with men’s digital consumption habits
- Expand live streaming efforts to offer exclusivity and value
- Convey authentic brand values through niche digital media
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Appendix – methodology and abbreviations
- Methodology
- Method for calculating average spending
- Abbreviations
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