Description
“The beginning of 2022 has seen significant pent-up demand for menswear as lifestyles reverted to more normalised routines. However, as the income squeeze begins to bite, spending on the category is likely to be hit as people prioritise spend on essential items and categories such as travel and leisure that they cut back on during the pandemic. As value for money becomes of increasing importance, it is crucial that retailers understand their customer base and their changing priorities when buying men’s clothing, with a growing focus on price, durability, as well as additional service elements.”
– Tamara Sender Ceron, Senior Fashion Analyst, April 2022
Key issues covered in this Report
- How will the cost-of-living squeeze impact the menswear market?
- How menswear is emerging from the disruption caused by COVID-19 and forecasts for recovery.
- How and where people have bought menswear in the last 12 months and growth in online purchasing.
- Changes in shopping priorities when buying menswear in the last year.
- Attitudes towards shopping for menswear and interest in the latest innovations.
Table of Contents
-
Overview
- Key issues covered in this Report
- Market context
- Products covered in this Report
-
Executive Summary
- The five-year outlook for menswear
- Figure 1: Category outlook, 2022-27
- The market
- Menswear sales will dampen as cost pressures increase
- Figure 2: Market forecast for menswear, 2016-26
- Rising prices leading to garment inflation
- Companies and brands
- Gamification trend appeals to men
- M&S is the most trusted brand
- Figure 3: Attitudes towards and usage of selected brands, 2021-22
- The consumer
- Rise in more formal styles, but sportswear still dominates
- Figure 4: What fashion items men have bought in the last three months, 2020-22
- Online still dominates spending
- Figure 5: How men bought clothing in the last 12 months, 2022
- Online-only retailers most popular
- Figure 6: Where men bought clothing for themselves in the last 12 months, 2022
- Growing focus on price and clothing quality
- Figure 7: Changes in men’s priorities when buying clothes for themselves, 2022
- Gen Z and Millennials support sustainable retailers
- Figure 8: Agreement with attitudes towards shopping for fashion, 2022
- Making in-store shopping more convenient
- Figure 9: Interest in the latest fashion innovations, 2022
- The five-year outlook for menswear
-
Issues and Insights
- Impact of cost-of-living squeeze on menswear
- What are the main opportunities for growth in menswear?
- Tapping into the burgeoning gaming market
- Personalising the shopping experience
- Making shopping for menswear more enjoyable
- Growing demand for resale and second-hand market
-
Market Size and Performance
- Menswear sales begin to recover in 2021
- Figure 10: Market size for menswear, 2016-21
- Menswear retail landscape drastically changed
- Menswear sales begin to recover in 2021
-
Market Forecast
- Five-year outlook for menswear
- Figure 11: Category outlook, 2022-27
- Menswear sales will dampen as cost pressures increase
- Figure 12: Market forecast for menswear, 2016-26
- Heightened online usage to continue over next few years
- Figure 13: Consumer spending on menswear, 2016-26
- Market drivers and assumptions
- Figure 14: Key drivers affecting Mintel’s market forecast, 2016-26
- Forecast methodology
- Five-year outlook for menswear
-
Market Drivers
- Catering to an ageing male population
- Figure 15: Trends in the age structure of the UK population, by gender, 2021 and 2026
- The conflict in Ukraine will hurt the UK economy
- GDP reached pre-pandemic levels in November 2021…
- …but the post-COVID-19 bounce-back will be followed by a period of slower growth
- Employment has held up better than expected
- Inflation is the key concern for 2022 for consumers, brands and the economy
-
- Figure 16: Overall CPIH and Garment CPIH percentage change, Feb 21-Feb 22
- Consumers’ financial wellbeing has slipped from its recent high point…
- Figure 17: Household financial wellbeing index, 2016-22
- …and concerns over inflation are coming to the fore
- Figure 18: Consumer concerns about household finances, 2021-22
- Catering to an ageing male population
-
Launch Activity and Innovation
- Diversifying the offer
- Figure 19: Selfridges permanent bike shop, 2021
- Growing focus on casual and sportswear
-
- Figure 20: FatFace x Raleigh collaboration, 2022
- Sustainability moves
- New menswear launches
- Gamification trend
- Digital improvements
- Figure 21: M&S Live shopping service, 2022
- Diversifying the offer
-
Advertising and Marketing Activity
- Menswear advertising spending in 2021 higher than pre-COVID-19 levels
- Figure 22: Total above-the-line, online display and direct mail advertising expenditure on men’s fashion, 2017-21
- Majority of menswear retailers significantly increased advertising spend in 2021
- Figure 23: Total above-the-line, online display and direct mail advertising expenditure on men’s fashion, by leading companies, 2017-21
- Online-heavy campaigns bump up digital’s share of sector advertising spend
- Figure 24: Total above-the-line, online display and direct mail advertising expenditure on men’s fashion, by media type, 2021
- Key campaigns
- H&M 24-hour suit rental service campaign
- England rugby star teams up with M&S to front its Autumn 2021 menswear collection
- Spoke’s TV advertising debut
- Academy Award-winner actor Daniel Day-Lewis’ son fronts Ermenegildo Zegna campaign
- Boohoo launches its first augmented reality billboard campaign
- Nielsen Ad Intel coverage
- Menswear advertising spending in 2021 higher than pre-COVID-19 levels
-
Brand Research
- Brand map
- Figure 25: Attitudes towards and usage of selected brands, 2021-22
- Key brand metrics
- Figure 26: Key metrics for selected brands, 2021-22
- Brand attitudes: Matalan offers good value
- Figure 27: Attitudes, by brand, 2021-22
- Brand personality: Next and Matalan seen as most accessible
- Figure 28: Brand personality – macro image, 2021-22
- Superdry viewed as stylish
- Figure 29: Brand personality – micro image, 2021-22
- Brand analysis
- M&S is the most trusted
- ASOS provides the best online service
- Superdry seen as innovative
- Brand map
-
What They Buy
- Pent-up demand for outerwear
- Figure 30: What fashion items men have bought in the last three months, 2020-22
- Rise in more formal styles, but sportswear still dominates
- Figure 31: What clothing items men have bought in the last three months, 2020-22
- Men spend more than women per shopping trip
- Figure 32: Amount spent on clothing items on last shopping trip, by gender, 2022
- Pent-up demand for outerwear
-
How They Shop
- Online still dominates spending
- Figure 33: How men bought clothing in the last 12 months, 2022
- Rise in smartphone purchasing
- Figure 34: How men bought clothing in the last 12 months, 2020-22
- Young men favour smartphones
- Figure 35: How men bought clothing in the last 12 months, by age, 2022
- Online still dominates spending
-
Where They Shop
- Online-only retailers most popular
- Figure 36: Where men bought clothing for themselves in the last 12 months, 2022
- Sports stores see increase in purchasing
- Figure 37: Where men bought clothing for themselves in the last 12 months, 2020-22
- Young men shop around
- Figure 38: Repertoire of types of retailers where men have bought clothing in the last 12 months, 2022
- Online-only retailers most popular
-
Changes in Priorities when Buying Clothes
- Growing focus on price and clothing quality
- Figure 39: Changes in men’s priorities when buying clothes for themselves, 2022
- Personalising the shopping experience
- Growing focus on price and clothing quality
-
Men’s Attitudes towards Shopping for Fashion
- Gen Z and Millennials support sustainable retailers
-
- Figure 40: Agreement with attitudes towards shopping for fashion, 2022
- Making the shopping experience more enjoyable
-
Interest in the Latest Innovations
- Gen Z keen on rapid click-and-collect
-
- Figure 41: Interest in the latest fashion innovations, 2022
- Making in-store shopping more convenient
-
Appendix – Data Sources, Abbreviations and Supporting Information
- Abbreviations
- Consumer research methodology
-
Appendix – Forecast Methodology
- Market forecast
- Figure 42: Best- and worst-case forecast for consumer spending on menswear, 2021-26
- Market drivers and assumptions
- Forecast methodology
- Market forecast
About the report
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Market
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Consumer
Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Brand/Company
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Data
Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
*databooks not available with UK B2B Industry reports.
Below is a sample report, understand what you are buying.
Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.
Trusted by companies. Big and small.
