Table of Contents
Executive Summary
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- The market
- Menswear sales slow
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- Figure 1: Best- and worst-case forecast for consumer spending on men’s clothing, 2014-24
- Catering to an ageing population
- Men are more confident than women about 2020
- Companies and brands
- Primark is the favourite brand, but seen as unethical
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- Figure 2: Attitudes towards and usage of selected brands, September 2019-February 2020
- Shift towards greater spend on digital ads
- New players enter the market
- The consumer
- Rebirth of the suit
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- Figure 3: What clothing items men have bought in the last 3 months, December 2017 and December 2019
- Big jump in online shopping
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- Figure 4: How men bought clothing in the last 12 months, December 2019
- Online-only retailers most popular for fashion
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- Figure 5: Where men bought clothing in the last 12 months, September 2019 – February 2020
- Price and quality drive purchasing
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- Figure 6: Purchase drivers when buying menswear from different types of clothing retailers, December 2019
- A highly promotional market
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- Figure 7: What encourages men to buy new clothing for themselves, December 2019
- Male 25-44s value helpful staff
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- Figure 8: Agreement or disagreement with attitudes towards buying menswear, December 2019
- Growing interest in sustainability
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- Figure 9: Interest in innovations when shopping for clothes, December 2019
- Older Millennials buy mix of premium and value brands
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- Figure 10: Shopping behaviour when buying menswear, December 2019
- What we think
Issues and Insights
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- How to drive purchasing in a more competitive market
- The facts
- The implications
- Adapting to the shift towards online purchasing
- The facts
- The implications
- Appealing to the under-served ageing male consumer
- The facts
- The implications
The Market – What You Need to Know
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- Menswear sales slow
- Catering to an ageing population
- Rising male obesity
- Men are more confident than women about 2020
Market Size and Forecast
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- Menswear market slows
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- Figure 11: Best- and worst-case forecast for consumer spending on men’s clothing, 2014-24
- Sector to see big fall in 2020
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- Figure 12: Consumer spending on men’s clothing, at current and constant prices, 2014-24
- Forecast methodology
Market Drivers
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- Catering to an ageing population
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- Figure 13: Trends in the age structure of the male UK population, 2016-26
- Rising male obesity
- Menswear prices fall into deflation
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- Figure 14: Consumer price inflation, January 2019-January 2020
- Brexit uncertainty
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- Figure 15: Consumer views on the impact of the EU referendum, January 2020
- Men see themselves as financially healthier than women
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- Figure 16: “How would you generally describe your financial situation at the moment?”, by gender and age, February 2020
- Men are more confident than women about 2020, but COVID-19 will have a negative impact
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- Figure 17: “And how do you feel about your financial situation over the next year?”, by gender, February 2020
Companies and Brands – What You Need to Know
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- New players enter the market
- Rise in gender-fluid collections
- Shift towards greater spend on digital ads
- Primark is the favourite brand, but seen as unethical
- River Island dedicates most space to menswear
Launch Activity and Innovation
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- Rise in gender-fluid collections
- Shift towards more tailoring
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- Figure 18: ASOS Edition suit, March 2020
- New players enter the market
- Celebrating menswear collaborations
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- Figure 19: Giambattista Valli x H&M
- Figure 20: Giambattista Valli x H&M
- New concept stores opened
- Growing focus on sustainability
Advertising and Marketing Activity
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- Adspend rises slightly
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- Figure 21: Total above-the-line, online display and direct mail advertising expenditure on men’s fashion, 2015-19
- Growing spend on digital
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- Figure 22: Total above-the-line, online display and direct mail advertising expenditure on men’s fashion, by media type, 2019
- M&S launches major menswear campaign
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- Figure 23: Total above-the-line, online display and direct mail advertising expenditure on men’s fashion, by top companies, 2019
- Figure 24: M&S menswear campaign, October 2019
- Key campaigns
- H&M gaming campaign
- Burberry focuses on diversity
- Gucci invests in avatars
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 25: Attitudes towards and usage of selected brands, September 2019 -February 2020
- Key brand metrics
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- Figure 26: Key metrics for selected brands, September 2019 -February 2020
- Brand attitudes: JD Sports’ investment in technology helps it be seen as innovative
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- Figure 27: Attitudes, by brand, September 2019 -February 2020
- Brand personality: boohooMAN stands out as a fun brand
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- Figure 28: Brand personality – macro image, September 2019-February 2020
- Ted Baker suffers from being seen as expensive
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- Figure 29: Brand personality – micro image, September 2019-February 2020
- Brand analysis
- Joules and Seasalt have low usage but growing awareness
- Joules
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- Figure 30: User profile of Joules, February 2020
- Seasalt
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- Figure 31: User profile of Seasalt, February 2020
- Ted Baker perceived as overrated
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- Figure 32: User profile of Ted Baker, February 2020
- JD Sports seen as innovative
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- Figure 33: User profile of JD Sports, February 2020
- boohooMAN seen as fun
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- Figure 34: User profile of boohoo/BoohooMAN, February 2020
- Primark is the favourite brand, but seen as unethical
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- Figure 35: User profile of Primark, February 2020
- Next provides a great online service
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- Figure 36: User profile of Next, September 2019
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- Figure 37: User profile of H&M, September 2019
- Pep&Co still has low levels of awareness
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- Figure 38: User profile of Pep&Co, February 2020
Space Allocation
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- Methodology
- River Island is the specialist that dedicates most space to menswear
- H&M focuses on personalised stores
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- Figure 39: Men’s, women’s and childrenswear space allocation overview, October 2019
- John Lewis invests in menswear
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- Figure 40: Men’s, women’s and childrenswear space allocation overview, October 2019
- M&S remains the market leader
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- Figure 41: Leading clothing retailers’ estimated share of the menswear market, 2018
The Consumer – What You Need to Know
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- Rebirth of the suit
- Big jump in online shopping
- Online-only retailers most popular for fashion
- Price and quality drive purchasing
- A highly promotional market
- Male 25-44s value helpful staff
- Growing interest in sustainability
- Older Millennials buy mix of premium and value brands
What They Buy
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- Decline in outerwear and footwear purchases
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- Figure 42: What fashion items men have bought in the last 3 months, December 2019
- Outerwear purchases trend shows decline
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- Figure 43: What fashion items men have bought in the last 3 months, December 2016- December 2019
- Jeans grow in popularity
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- Figure 44: What clothing items men have bought in the last 3 months, December 2017 and December 2019
- Rebirth of the suit
- Men are buying fewer items
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- Figure 45: Number of clothing items bought on last shopping trip, by gender, December 2019
- Figure 46: Number of clothing items bought on last shopping trip, December 2016-December 2019
- Men spend more than women per shopping trip
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- Figure 47: Amount spent on clothing items on last shopping trip, by gender, December 2019
How They Shop
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- Big jump in online shopping
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- Figure 48: How men bought clothing in the last 12 months, December 2019
- Big decline in in-store shopping
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- Figure 49: How men bought clothing in the last 12 months, by age, December 2019
Where They Shop
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- Online-only retailers most popular for fashion
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- Figure 50: Where men bought clothing in the last 12 months, December 2019
- Young favour sports stores
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- Figure 51: Men who bought clothing in the last 12 months from online-only retailers, supermarkets, department stores and/or sports stores, by age, December 2019
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- Figure 52: Men who bought clothing in the last 12 months from value retailers, mid-market high street fashion stores, higher-priced high street fashion stores, independents and/or luxury retailers, by age, December 2019
- Older men most brand-loyal
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- Figure 53: Repertoire of types of retailers where men have bought clothing in the last 12 months, December 2019
Purchase Drivers when Buying Menswear
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- Price and quality drive purchasing
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- Figure 54: Purchase drivers when buying menswear from different types of clothing retailers, December 2019
- Older men prioritise convenience over experience
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- Figure 55: Purchase drivers when buying menswear from different types of clothing retailers, by generation, December 2019
Motivations for Buying New Clothes
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- A highly promotional market
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- Figure 56: What encourages men to buy new clothing for themselves, December 2019
- Men more influenced by recommendations than women
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- Figure 57: What encourages consumers to buy new clothing for themselves, by gender and age, December 2019
Attitudes towards Menswear
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- Male 25-44s value helpful staff
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- Figure 58: Agreement or disagreement with attitudes towards buying menswear, December 2019
- Issues with sizing
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- Figure 59: Agreement or disagreement with attitudes towards buying menswear, by age, December 2019
- Use of more diverse models
Interest in Innovations
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- Growing interest in sustainability
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- Figure 60: Interest in innovations when shopping for clothes, December 2019
- Millennials want to be able to try clothes on virtually
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- Figure 61: Interest in innovations when shopping for clothes, by generation, December 2019
Clothes Shopping Behaviour
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- Older Millennials buy a mix of premium and value brands
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- Figure 62: Shopping behaviour when buying menswear, December 2019
CHAID analysis
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- Over-45s and C2DEs invest in key clothing pieces
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- Figure 63: Menswear – CHAID – Tree output, January 2020
- Methodology
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- Figure 64: Menswear – CHAID – Table output, January 2020
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Forecast methodology
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