The Evolution of Men's Fashion: Trends, Sales, and Strategies

2. Men Make a Fashion Statement • Many factors have caused Statista, among other sources, to forecast US retail menswear sales to total $74.8 billion by 2018, a 15.6% increase from 2014’s total of $64.7 billion. • Mintel research found that 34% of men said they expect to spend more on clothes during 2016 than 2015. In addition, an Esquire editor stated, “Men have integrated style into their lives in a way that we haven’t seen in a long time.” • As a result of the recession, many men began to dress in suits again to establish a strong business brand in a competitive environment; however, now that the economy is better, the trend has shifted to casual streetwear and a more “nimble” wardrobe.

3. From Media to Marketplace • According to The Media Audit’s Fall 2015–Winter 2016 surveys in multiple US markets, 35.2% of men 18+ purchased men’s clothing during the past 4 weeks, which would have included the 2015 holiday shopping season, and 38.3% were 25–44. • Since the surveys did encompass 2015 holiday shopping, 23.4% of women 18+ also purchased men’s clothing during the past 4 weeks, and 39.0% of them were also 25–44. • A media day analysis of adults 18+ who purchased men’s clothing during the past 4 weeks shows that Internet and radio had the largest percentages for single media, but the combination of the three TV media was 30.8%.

4. Men’s Purchasing Behavior • According to Fluent’s Marketing to Men report, marketing is more likely to influence men’s purchasing behavior than women’s purchasing behavior, and in all marketing channels cited in the report. • Men were shown to follow any brands or products on social media more than women, 23% and 19%; registered for brands or products’ email marketing newsletters, 21% and 19%; and registered for brands or products’ mobile notifications, 17% and 14%. • Somewhat surprisingly, men 45–64 and 65+ were almost just as likely as men 18–29 and 30–44 to “browse products online before making a purchase at a store,” at 36%, 32%, 37% and 36%, respectively.

5. Tech Tailoring and Purchase Platforms • Advanced technologies are changing the menswear market, as they are in most other retail sectors. Some stores are able to capture 3D body scans and digitally measure suit sizes while a retailers in Hong Kong has introduced a rudimentary robot tailor. • A 2016 Millward Brown Digital online consumer survey found that more US consumers, 58%, used their smartphone to research clothing and apparel purchases during the past 30 days, with grocery purchases a close second, at 57%. • Despite the popularity of smartphone research for clothing and apparel purchases, a July 2016 survey of US digital buyers found that the great majority, 86%, actually made apparel purchases via a desktop computer, but 60% had used a smartphone or tablet.

6. Fashion Choices • According to a 2016 A.T. Kearney and NPD Group report, age significantly influences purchases in specific apparel categories. For example, 18% of Millennials are heavy purchasers of jeans, but among Gen-Xers it’s just 10% and Baby Boomers, 8%. • Although Millennials are the primary purchasers of activewear, at 20%, Gen-Xers are a close second at 18% and even Baby Boomers make an impact, at 11%. • Google data reveals that bomber jackets continue to generate considerable search interest during 2016, after becoming a top fashion item during 2015. During April 2016, bomber jacket searches in the US increased 612%, compared to April 2015.

7. Advertising Strategies • Considering how much time men’s clothing consumers spend with TV and the Internet and your expertise in the use of these complementary media, you are in a competitively advantageous position to show advertisers the best combination to reach their audience. • Based on The Media Audit data on page 4 of the Profiler, propose a cross-promotion with a men’s clothing store and an alcoholic beverage retailer, “Toast in Style,” giving customers of each a coupon, with a qualifying purchase, for the other retailer. • Women spend considerably on men’s clothing as gifts, so propose that local stores create a prominent display that makes it easy for female shoppers to find and select the right gift, and then promote this convenience with a coupon or discount for a qualifying purchase.

8. New Media Strategies • Retailers should certainly share the latest men’s fashion looks on social media, especially Instagram; however, of more interest and helpfulness to men is content that helps them create a look that includes clothing, grooming and style tips. • Create an email and/or social media campaign tied to the “Toast in Style” promotion. With the help of a beer/wine retailer, post photos and videos that recommend specific brews and vintages matched with specific apparel or complete outfits. • Suggest that men’s clothing retailers create a highly visual gift guide for women that is easily displayed on mobile devices. A cross-promotion with local restaurants may be possible, matching their menu and ambiance to the various men’s gifts ideas in the guide.

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