Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Changes in the retail landscape and counterfeit clothing drives the men’s clothing industry down
- Young men a desirable demographic, the Internet a desirable outlet
- Needs of big & tall market unmet resulting in future growth potential
- Sales flat in men’s clothing market
- Multitasking clothes and innovative fabrics popular trends
- Shirts and bottoms segments account for more than 60% of the market
- Supply structure varied
- Advertising based on masculine appeal
- Clothing specific retailers account for nearly half of all sales
- Consumer purchase and usage habits
- Consumer attitudes
- The future of the men’s clothing market
Market Drivers
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- Changes in the retail landscape negatively impact the apparel industry
- Counterfeiting costs the industry
- Consumers are less reluctant to buy clothing online
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- Figure 1: Men who have purchased apparel through alternative channels in the last 12 months, January-October 2006
- Young men are a desirable demographic
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- Figure 2: Respondents agreeing with the statement, “I enjoy clothes shopping for myself,” by age, May 2007
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- Figure 3: Respondents agreeing with the statement, “When it comes to my clothes, brands are important to me,” by age, May 2007
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- Figure 4: Respondents agreeing with the statement, “I consider myself a bargain shopper when it comes to my clothes,” by age, May 2007
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- Figure 5: Respondents agreeing “a lot” with statements describing attitudes toward apparel, by age, January-October 2006
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- Figure 6: Respondents agreeing with the statement, “I seek out and wear clothing that I feel makes me stand out,” by age, May 2007
- Big & Tall men feel (and probably are) neglected
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- Figure 7: Prevalence of overweight and obesity among Americans, 1988-2002
- Figure 8: Difficulty in purchasing clothing items by obese males, January 2007
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- Figure 9: Likelihood of changing shopping habits if issues of the obese are addressed, by gender, January 2007
- A return to casual?
Market Size and Trends
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- Market size
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- Figure 10: Total U.S. retail sales of men’s clothing, at current and constant prices, 2002-07
- Market trends
- Multitasking menswear
- Innovative fabrics
- Incorporating technology
- Environmentally friendly clothes
- A conservative customer, with notable exceptions
Market Segmentation
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- Overview
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- Figure 11: Sales of men’s clothing, segmented by type, 2005 and 2007
- Shirts and sweaters
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- Figure 12: Sales of shirts and sweaters, at current and constant prices, 2002-07
- Bottoms
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- Figure 13: Sales of bottoms, at current and constant prices, 2002-07
- Active sportswear
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- Figure 14: Sales of active sportswear, at current and constant prices, 2002-07
- Suits, sportcoats, and tailored jackets
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- Figure 15: Sales of suits, sportcoats, and tailored jackets, at current and constant prices, 2002-07
- Overcoats, jackets, and raincoats
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- Figure 16: Sales of overcoats, jackets, and raincoats, at current and constant prices, 2002-07
Supply Structure
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- Introduction
- Columbia Sportswear Company
- GAP, Inc.
- Levi Strauss & Company
- NIKE, Inc.
- Perry Ellis International, Inc.
- Phillips-Van Heusen Corp.
- Polo Ralph Lauren Corp.
- VF Corp.
Advertising and Promotion
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- Introduction
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- Figure 17: Respondents saying they rely on the following sources “very often,” May 2007
- Competitor activity
- Adidas
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- Figure 18: Adidas -TV ad: José + 10
- Columbia Sportswear Co.
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- Figure 19: Columbia-TV ad: Mixer
- Gap, Inc.
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- Figure 20: Gap-TV ad: Peace in the Streets
- Hanesbrands, Inc.
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- Figure 21: Hanes-TV ad: Kevin Bacon Perfect T
- Lacoste
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- Figure 22: Lacoste-TV ad: Andy Roddick
- Levi Strauss & Co.
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- Figure 23: Levi’s-TV commercial: I Walk the Line
- Dockers
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- Figure 24: Dockers-TV ad: Work, Weekend, Dress, Golf
- Phillips-Van Heusen
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- Figure 25: Van Heusen-TV ad: Opera Music White Shirts
- VF Corp.
- Wrangler
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- Figure 26: Wrangler-TV ad: Friends go Camping
- Lee
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- Figure 27: Lee Jeans-TV ad: Come See the new Lee
- Williamson-Dickie
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- Figure 28: Dickies-TV ad: Hard Working Americans
Retail Distribution
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- Introduction
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- Figure 29: U.S. retail sales of men’s clothing, by channel, 2005 and 2007
- Clothing stores
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- Figure 30: U.S. sales of men’s clothing through clothing stores, 2002-07
- Department stores
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- Figure 31: U.S. sales of men’s clothing through department stores, 2002-07
- Warehouse clubs and supercenters
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- Figure 32: U.S. sales of men’s clothing through warehouse clubs and supercenters, 2002-07
- Discount or mass merchandise department stores
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- Figure 33: U.S. sales of men’s clothing through discount or mass merchandise department stores, 2002-07
- Sporting goods stores
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- Figure 34: U.S. sales of men’s clothing through sporting goods stores, 2002-07
- Other retailers
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- Figure 35: U.S. sales of men’s clothing through other retailers, 2002-07
- Retail marketing and merchandising
The Consumer – Purchase and Usage Habits
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- Summary
- Men’s apparel purchase rates
- Key demographics of men who purchase apparel
- Reasons for purchasing apparel
- Types of apparel purchased
- Where apparel is purchased
- Shopping habits and preferences
- Men’s apparel purchase rates
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- Figure 36: Incidence of men’s apparel/accessory purchases in the last 12 months, January-October 2006
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- Figure 37: Men’s clothing purchase rates among males, May 2007
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- Figure 38: Incidence of men’s apparel/accessory purchases in the last 12 months among males, 2002-06
- Key demographics of men who purchase apparel
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- Figure 39: Male purchase of men’s clothing/accessories in the last 12 months, by key demographics, January-October 2006
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- Figure 40: Males agreeing that “My wife, girlfriend or female friends shop for my clothes without me” “very often” by age, May 2007
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- Figure 41: Incidence of men’s apparel purchasing, by selected cohorts, January-October 2006
- Reasons for purchasing apparel
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- Figure 42: Reasons for buying men’s clothing, May 2007
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- Figure 43: Incidence of purchase of men’s clothing for everyday wear vs for work, by key demographics, May 2007
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- Figure 44: Incidence of purchase of men’s clothing for a special occasion vs going out, by age, May 2007
- Style of clothes worn to work versus everyday wear
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- Figure 45: Similarities between work and non-work apparel, May 2007
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- Figure 46: Style of clothes at work vs in daily life, by key demographics, May 2007
- Types of apparel purchased
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- Figure 47: Men’s apparel articles purchased in the last 12 months, January-October 2006
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- Figure 48: Incidence of jeans and t-shirt purchasing in the last 12 months, by age and cohort, January-October 2006
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- Figure 49: Incidence of workwear purchasing in the last 12 months, by age, race, and educational attainment, January-October 2006
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- Figure 50: Incidence of formalwear purchasing in the last 12 months, by race/ethnicity, January-October 2006
- Where apparel is purchased
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- Figure 51: Stores where men’s clothing is purchased, May 2007
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- Figure 52: Incidence of purchasing menswear at Wal-Mart and JCPenny, by key demographics, May 2007
- Alternative shopping channels
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- Figure 53: Men who have purchased apparel through alternative channels in the last 12 months, January-October 2006
- Shopping habits and preferences
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- Figure 54: Attitudes and behavior regarding apparel shopping, May 2007
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- Figure 55: Agreement with the statement, “I consider myself a bargain shopper when it comes to my clothes,” by age, May 2007
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- Figure 56: Agreement with the statement, “I enjoy clothes shopping for myself,” by age and race/ethnicity, May 2007
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- Figure 57: Agreement with the statement, “When it comes to my clothes, brands are important to me,” by key demographics, May 2007
The Consumer – Attitudes
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- Summary
- Attitudes, beliefs, and priorities regarding apparel
- Men’s attitudes toward apparel, by self concept
- Sources of style recommendations
- Attitudes, beliefs, and priorities regarding apparel
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- Figure 58: agreement statements describing attitudes toward apparel, January-October 2006
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- Figure 59: Agreement with key statements describing attitudes toward apparel, by age, January-October 2006
- Approaches to personal style
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- Figure 60: agreement with statements on apparel shopping habits, May 2007
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- Figure 61: Agreement with the statement, “I seek out and wear clothing that I feel makes me stand out,” by key demographics, May 2007
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- Figure 62: Self described style of dress, May 2007
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- Figure 63: Self described clothing style as “classic,” by key demographics, May 2007
- Men’s attitudes toward apparel, by self concept
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- Figure 64: Agreement with self concept statements, January-October 2006
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- Figure 65: Trustworthy, kind, sociable and funny respondents agreeing “a lot” with each statement, January-October 2006
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- Figure 66: Intelligent and affectionate respondents agreement with key dress attitude statements, January-October 2006
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- Figure 67: Frank and self-assured respondents agreement with key dress attitude statements, January-October 2006
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- Figure 68: Broadminded and creative respondents agreement with key dress attitude statements, January-October 2006
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- Figure 69: Efficient and stubborn respondents agreement with key dress attitude statements, January-October 2006
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- Figure 70: Amicable respondents agreement with key dress attitude statements, January-October 2006
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- Figure 71: Refined respondents agreement with key dress attitude statements, January-October 2006
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- Figure 72: Tense or egocentric respondents agreement with key dress attitude statements, January-October 2006
- Sources of style recommendations
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- Figure 73: Sourced used for clothing advice, information and ideas,” May 2007
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- Figure 74: key demographics of respondents who rely on self or females “very often” for style, May 2007
Future and Forecast
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- Future trends
- Demographic factors will dictate fashion
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- Figure 75: Male population by age, 2002-12
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- Figure 76: Male population by race and Hispanic origin, 2002-12
- Copyrighting would protect original designs, but could impede creativity
- Green clothing will remain a niche
- Rent to own...?
- Online retailers continue to flourish
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- Figure 77: Males incidence of purchase of apparel/accessories online, 2002-06
- Big & Tall category continues to grow
- Market forecast
- Men’s clothing
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- Figure 78: Forecast of total U.S. sales of men’s clothing, at current and constant prices, 2007-12
- Men’s shirts and sweaters
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- Figure 79: Forecast of U.S. sales of men’s shirts and sweaters, at current and constant prices, 2007-12
- Men’s bottoms
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- Figure 80: Forecast of U.S. sales of men’s bottoms, at current and constant prices, 2007-12
- Men’s active sportswear
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- Figure 81: Forecast of U.S. sales of men’s active sportswear, at current and constant prices, 2007-12
- Men’s suits, sportcoats, and tailored jackets
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- Figure 82: Forecast of U.S. sales of men’s suits, sportcoats, and tailored jackets, at current and constant prices, 2007-12
- Men’s overcoats, jackets, and raincoats
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- Figure 83: Forecast of U.S. sales of men’s overcoats, jackets, and raincoats, at current and constant prices, 2007-12
- Forecast factors
Appendix: Trade Associations
Appendix: Simmons Cohorts
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- Figure 84: Simmons cohort descriptions
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