“China’s menswear market continues to grow well, helped to a large degree by the growth of online retailing, but leading retailers continue to struggle with high degrees of market fragmentation and over-supply, especially in the formal and business casual sectors. Retailers appear to have been slow to react to a shift in purchasing among men away from formalwear and more towards casual dressing.
In order to reverse this situation, retailers need to become more differentiated, by producing and selling more unique styles, providing more attractive stores, offering a higher quality of value-added service and with better online-to-offline coordination, to meet the increasingly high demands of male clothes shoppers.
There is a shift away from formality and conservatism, with the most innovative retailers and brands being those in the fast-fashion sector and which are targeting the increasingly individualistic male shoppers who are looking to keep up with the latest fashions.”
Definition
This market comprises men’s clothes through all retail outlets including direct to consumer in the People’s Republic of China. It excludes footwear and clothing accessories (such as belts, hats and jewellery), but includes sportswear. Market value is at prices in retailers including sales tax.
Methodology
For the purposes of this report, Mintel commissioned a quantitative research survey carried out online to explore consumers’ attitudes towards department stores and shopping malls.
Fieldwork was conducted in June 2014, in four tier one cities and six tier two and three cities of 3,000 adult men aged 20-49-years-old. The tier one cities are Beijing, Shanghai, Guangzhou, and Chengdu. The tier two and three cities are Tianjin, Weifang, Hangzhou, Xuzhou, Foshan and Zhengzhou.
Unless otherwise stated, photographs in this report were taken by Mintel analysts.
