Table of Contents
Executive Summary
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- Steady growth in men’s clothing market forecast to continue
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- Figure 1: Total US retail sales and fan chart forecast of men’s clothing, at current prices, 2010-20
- The issues
- Men aged 25-34 years primary consumers
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- Figure 2: Men’s clothing purchases for self and share of male adult population, by age, January 2016
- “Casualization” trend puts a damper on dressing up
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- Figure 3: Men’s clothing purchases for self – Items, January 2016
- In-store receives more shoppers; mobile an under-utilized channel
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- Figure 4: Men’s clothing purchases for self, by channel, January 2016
- Potential of mobile shopping hindered by obstacles to user experience
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- Figure 5: In-store versus mobile purchase funnel – Mobile challenges and some solutions, 2016
- Opportunities
- Personalization of marketing efforts
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- Figure 6: Interest in personalized offers sent to smartphones while in-store, by age, January 2016
- Social media may have an influence on men’s clothing purchases
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- Figure 7: Men’s clothing purchases for self, by social media use, January 2016
- Men are interested in fit, customization and styling assistance
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- Figure 8: Top five innovations of interest, January 2016
- Asian males should not be overlooked
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- Figure 9: US male population, by race/Hispanic origin, 2011-21; median household income, by race/Hispanic origin of householder, 2014
- What it means
The Market – What You Need to Know
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- Moderate growth for men’s clothing expected in the next five years
- Men aged 25-34 years fuel growth
- Hispanic and Asian males are key segments
- In-store purchase channel dominates, mobile is under-utilized
Market Size and Forecast
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- Men’s clothing market forecast to increase by 16% through 2020
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- Figure 10: Total US retail sales and fan chart forecast of men’s clothing, at current prices, 2010-20
- Figure 11: Total US retail sales and forecast of men's clothing, at current prices, 2010-20
Market Perspective
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- Women generate higher sales – but growth in men’s outpaces women’s
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- Figure 12: Estimated value of US retail sales of men’s and women’s clothing (2015), annual change, 2010-20
- Emerging “menaissance” to boost men’s clothing sales
- Most purchase clothing in-store, power of mobile yet to be harnessed
- Social media can impact men’s clothing choices and purchase decisions
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- Figure 13: Social media use, by age, and men’s clothing purchases, by social media use, January 2016
Market Factors
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- Favorable economic environment leads to comfort to spend on nonessentials
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- Figure 14: Disposable personal income change from previous period, January 2007-December 2015
- Figure 15: Consumer confidence and unemployment, 2000-15
- Key demographic – men aged 25-34 – are a growing group driving sales
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- Figure 16: US adult male population, by age, 2011-21
- Hispanic and Asian men poised to drive growth of men’s clothing
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- Figure 17: US male population, by race/Hispanic origin, 2011-21; median household income, by race/Hispanic origin of householder, 2014
Key Players – What You Need to Know
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- Retailers increasingly adapting to omnichannel, personalizing offers
- Innovative retailers will engage shoppers
- Need for optimal inventory management plans
- Lines between in-store and online retailers will continue to blur
Retailer Spotlight
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- Brick-and-mortar to online – Retailers shift strategies to attract shoppers
- JCPenney
- Kohl’s
- Target
- Amazon
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- Figure 18: Amazon.com mobile ad, February 2016
- Macy’s
- Nordstrom
- Bloomingdale’s
- Neiman Marcus
- Men's Wearhouse
- Retailers innovate to address men’s shopping challenges
- Styling help with human factor: PS Dept.
- Clothing recommendations and free shipping: East Dane
- Digital lifestyle brands want to form a stronger bond: Jackthreads
- Artificial intelligence for clothing recommendations: Northface
- Complimentary alterations: zTailors
What’s Working?
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- Omnichannel approach quickly becoming table stakes
- Despite growth of online, in-store remains preferred mode of shopping
- Strengthening loyalty through retail cards, personalized offers
What’s Struggling?
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- Inefficient inventory management systems can improve
- Single-channel marketing, “one size fits all” will be left behind
- Challenges and considerations for in-store versus mobile apparel shopping
- Why isn’t mobile more common?
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- Figure 19: In-store versus mobile purchase funnel – Mobile challenges and some solutions, 2016
- Understanding the mobile purchase process and challenges at each phase
What’s Next?
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- In-store and online will continue to blur
- How can mobile purchase rates be improved?
- Need for more options of special sizes for men’s clothing
- Athleisure is the next evolution of the casual wardrobe
The Consumer – What You Need to Know
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- In-store purchasing remains the norm
- Upwardly mobile, urban men aged 25-34 are the key target
- “Style” isn’t easily defined – Most think they’ve got it, many want help
- Men remain price conscious
- Attentive audience for innovations in shopping
- Women are in the market
Men’s Clothing Purchases for Self by Channel
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- Stable male consumer base purchasing clothing for themselves
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- Figure 20: Men’s clothing purchases for self/acquisition – Any, by age, February 2014 versus January 2016
- Majority purchase in-store; online buyers most likely on a computer
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- Figure 21: Men’s clothing purchases for self, by channel, January 2016
- Millennial men drive purchasing across all channels – Mobile poised to gain
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- Figure 22: Men’s clothing purchases by channel, by generation, January 2016
- Employment and urban living positive contributors for mobile
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- Figure 23: Men’s clothing purchases for self, by employment and area, January 2016
- Social media use impacts men’s clothing sales
Clothing Items Men Purchased for Self
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- Jeans and T-shirts are most commonly purchased items
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- Figure 24: Men’s clothing purchases for self in the last 12 months – Items, January 2016
- Millennial men in the market for everything
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- Figure 25: Men’s clothing purchases for self in the last 12 months – Items, by generation, January 2016
- Though in-store leads, “basics” are also bought online
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- Figure 26: Men’s clothing purchases for self in the last 12 months – Items by channels, January 2016
Men’s Spending on Clothing
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- Positive outlook toward future spending on men’s clothing
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- Figure 27: Spending on clothing this year versus last year, January 2016
- Young, urban, middle-income/affluents drive the market
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- Figure 28: Spending on clothing this year versus last year – Spend more, by age, household income, area, January 2016
- Race has little impact on plans for future spending
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- Figure 29: Spending on clothing this year versus last year – Spend more, by race/Hispanic origin, January 2016
- Stylish men know looking good comes at a cost – and they plan to spend
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- Figure 30: Spending on clothing this year versus last year, by stylishness, January 2016
Store Types for the Majority of Purchases
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- Discount, value account for nearly half; mid-tier also strong
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- Figure 31: Store type where majority of purchases are made, January 2016
- Upscale/high-end stores attract relatively affluent, 25-34s, urban males
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- Figure 32: Store type where majority of purchases are made – Upscale/high-end, by age, household income, area, January 2016
- Stylish men who enjoy shopping head to upscale stores
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- Figure 33: Store type where majority of purchases are made – Upscale/high-end versus value by stylishness and shopping attitudes, January 2016
- Black men are value and discount shoppers
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- Figure 34: Store type where majority of purchases are made, by race/Hispanic origin, January 2016
Men’s Shopping Behaviors
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- Most men buy on sale, repeat stores, and few seek change
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- Figure 35: Men’s shopping behaviors, January 2016
- Younger men more likely to feel overwhelmed when shopping online
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- Figure 36: Feels overwhelmed shopping online, uses a subscription clothing service, by age, January 2016
- Older men have established loyalties…younger men are yet to be won
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- Figure 37: Loyalty to stores, by age, January 2016
Perception of Stylishness and Attitudes toward Style
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- Majority consider themselves at least “somewhat” stylish
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- Figure 38: Perception of stylishness, January 2016
- Mirror, mirror, on the wall, who are the most stylish men of all?
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- Figure 39: Perception of stylishness – Very stylish, by age, household income, area, January 2016
- White men and Hispanics more likely to express confidence in their style
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- Figure 40: Perception of stylishness, by race/Hispanic origin, January 2016
- Room for comfortably stylish people?
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- Figure 41: Men's attitudes toward comfort and style, January 2016
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- Figure 42: Men’s attitudes toward style, February 2014 versus January 2016
- Black men strive to look unique
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- Figure 43: Men’s attitudes toward style, by race/Hispanic origin, January 2016
- Stylish men more willing to sacrifice comfort to look good
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- Figure 44: Prioritizing comfort over style, by clothing spending, store type, stylishness, and shopping attitudes, January 2016
- Target market of men want to be more stylish, interested in help
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- Figure 45: Needs help to dress more stylishly, by age and number of innovations interested in, January 2016
Interest in Shopping Innovations
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- Men and women are similarly interested in shopping innovations
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- Figure 46: Interest in shopping innovations – Count, by gender and shoppers, January 2016
- Innovations related to clothing fit, style, selection are of greatest interest
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- Figure 47: Interest in shopping innovations, by gender, January 2016
- 18-24-year-olds desire to be closer to technology while shopping
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- Figure 48: Men’s interest in smart fitting rooms and mobile payment innovations, by age, January 2016
- Black men more interested in options to personalize clothing
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- Figure 49: Men’s interest in clothing-related shopping innovations, by race/Hispanic origin, January 2016
Women’s Purchases of Men’s Clothing
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- Women play an important role in purchase of men’s clothing
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- Figure 50: Women’s purchases of men’s clothing, January 2016
- Black women least likely to have purchased clothing for men
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- Figure 51: Women’s purchases of men’s clothing, by race/Hispanic origin, January 2016
Women’s Reasons for Purchasing Men’s Clothing
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- Gifting, replacement are top reasons why women purchase men’s clothing
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- Figure 52: Women's reasons for buying men's clothing, February 2014 versus January 2016
- Women with young children are key targets for direct savings
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- Figure 53: Sales and coupon/special offers as reasons for women to buy men's clothing, by age of children in household, January 2016
Consumer Segmentation
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- Segmentation overview
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- Figure 54: Men’s clothing shopper segments and characteristics, January 2016
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- Figure 55: Men’s clothing shopper segments, January 2016
- Spendy Trendy Style Seekers (22%)
- Definition and demographics
- Characteristics
- Opportunities
- Stylish Value Buyers (16%)
- Definition and demographics
- Characteristics
- Opportunities
- Status Quo Comfort Seekers (17%)
- Definition and demographics
- Characteristics and opportunities
- Reluctant Budget Buyers (6%)
- Definition and demographics
- Characteristics and opportunities
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- Figure 56: Shopping behaviors and attitudes, by men’s clothing shopper segments, January 2016
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- Figure 57: Clothing spending, store type, stylishness, and shopping attitudes, January 2016
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Direct marketing creative
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – Market
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- Figure 58: Total US sales and forecast of men’s clothing, at inflation-adjusted prices, 2010-20
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Appendix – Consumer
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- Figure 59: Attitudes toward style, by gender and men’s age, July 2014 -September 2015
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- Figure 60: Attitudes toward clothing brands, by gender and men’s age, July 2014 -September 2015
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- Figure 61: Attitudes toward clothing factors, retailers, quality, by gender and men’s age, July 2014 -September 2015
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