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"Retailers can unlock growth in menswear by embracing premiumisation. As men are more willing to invest in quality clothing, retailers can drive demand in this market."
Bridget McCusker, Research Analyst
92% of UK men have purchased clothing for themselves in the past year, up from 89% in 2025. Quality and versatility in clothing have become increasingly important, with both seeing a five-percentage-point rise year-on-year as retailers invest more heavily in this category.
This shift in consumer priorities is driving significant changes within the industry. Retailers such as M&S and ASOS are focusing on AI-powered design, virtual try-on technology, and community-focused flagship stores, moving away from fast trends to offering more value-driven services. The emphasis on quality is further supported by the return to offices post-pandemic, with shoppers prioritising durable, versatile pieces, resulting in increased demand for categories like denim and outerwear.
Years of economic uncertainty have also shaped how men approach clothing purchases. Younger generations now place greater importance on resale value and cost-per-wear, viewing their wardrobes as long-term investments. This has made quality and versatility pivotal in influencing their buying decisions.
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