Table of Contents
Overview
-
- What you need to know
- Products covered in this Report
Executive Summary
-
- Menswear market grows by 3.5% in 2017
-
- Figure 1: Best- and worst-case forecast of UK sales of men’s outerwear, 2012-22
- Men more likely to be obese than women
-
- Figure 2: Overweight and obese adults, by gender and age, 2016
- Companies and brands
- Retailers expand into sportswear
- Menswear adspend grows modestly
- Uniqlo is seen as innovative
-
- Figure 3: Attitudes towards and usage of selected brands, January 2018
- The consumer
- Young men drive sportswear purchasing
-
- Figure 4: Types of outerwear purchased in the last three months, by gender, December 2017
- Amazon is leading place to buy clothes
-
- Figure 5: Retailers from which men have bought clothes for themselves in the last 12 months, by in-store and online, January 2018
- 55% of men have bought clothes for others
-
- Figure 6: Who else men have bought clothing for in the last 12 months, January 2018
- Young men want more representative campaigns
-
- Figure 7: What would encourage men to shop for clothing from a specific retailer, January 2018
- 52% of Millennial men wait for discounts
-
- Figure 8: Agreement with clothes shopping behaviour, January 2018
- Men will spend more on quality than women
-
- Figure 9: Agreement with attitudes towards buying clothes, January 2018
- What we think
Issues and Insights
-
- Who are the winners and losers?
- The facts
- The implications
- Which demographics are driving sales?
- The facts
- The implications
- What can retailers and brands do to stand out?
- The facts
- The implications
The Market – What You Need to Know
-
- Menswear market grows by 3.5% in 2017
- Menswear to reach £17 billion by 2022
- Men more likely to be obese than women
- Men more confident about their finances than women
- Young men prioritise spend on clothes
- Young men favour YouTube
Market Size and Forecast
-
- Menswear market grows by 3.5% in 2017
-
- Figure 10: Best- and worst-case forecast of UK sales of men’s outerwear, 2012-22
- Menswear to reach £17 billion by 2022
-
- Figure 11: UK sales of men’s outerwear at current prices, 2012-22
- Forecast methodology
Market Drivers
-
- Engaging older men
-
- Figure 12: Population trends for men, % change 2012-17 and 2017-22
- Men more likely to be obese than women
-
- Figure 13: Overweight and obese adults, by gender and age, 2016
- Men more likely to see their finances as healthy than women
-
- Figure 14: How respondents would describe their financial situation, by gender, December 2017
- Young men prioritise spend on clothes
-
- Figure 15: What extra money is spent on – men, December 2017
- Young men tend to write product reviews
-
- Figure 16: Activities done on a desktop/laptop computer, tablet or smartphone (net) in the last 3 months, by demographics, October 2017
- Young men favour YouTube
-
- Figure 17: Social and media networks used, by demographics, March 2017
Companies and Brands – What You Need to Know
-
- Retailers expand into sportswear
- Growing jeans market
- Menswear adspend grows modestly
- Uniqlo is seen as innovative
- Superdry most recommended brand
- M&S trusted by older men, but seen as boring by younger ones
Launch Activity and Innovation
-
- New players enter market
-
- Figure 18: Stradivarius menswear collection, February 2018
-
- Figure 19: Mennace menswear collection, February 2018
- Retailers expand into sportswear
-
- Figure 20: John Lewis Kin, spring/summer 2018
- Growing jeans market
-
- Figure 21: Topman denim campaign, February 2018
- Figure 22: H&M Denim, February 2018
- Larger-sized menswear
-
- Figure 23: M&S Big and Tall menswear range, April 2017
- Department stores revamp menswear
- Renewed interest in Made in Britain
-
- Figure 24: John Lewis Made in Manchester, February 2018
- Latest menswear collaborations
-
- Figure 25: Erdem x H&M, November 2017
- Figure 26: River Island x Blood Brother collaboration, January 2018
Advertising and Marketing Activity
-
- Menswear adspend grows modestly
-
- Figure 27: Total above-the-line, online display and direct mail advertising expenditure on menswear, by advertiser, 2013-17
- M&S cuts adspend
- Media type
-
- Figure 28: Recorded above-the-line, online display and direct mail total advertising expenditure on menswear, by media type, 2017
- Figure 29: Recorded above-the-line, online display and direct mail total advertising expenditure on menswear, by media type, 2013-17
- Campaign highlights
- Topman joins with Topshop for campaign
-
- Figure 30: Topman denim campaign, February 2018
- Figure 31: Topman denim campaign, February 2018
- H&M creates film for Erdem collaboration
-
- Figure 32: H&M x Erdem campaign, November 2017
- More diverse campaigns
-
- Figure 33: River Island Labels are For Clothes campaign, February 2018
- Nielsen Ad Intel coverage
Space Allocation Summary
-
-
- Figure 34: Specialist and non-specialist clothing retailers, estimated space allocation, by men’s, women’s and childrenswear, October 2017
- Detailed menswear space allocation
-
- Figure 35: Specialist clothing retailers, estimated detailed space allocation, by category, October 2017
- Figure 36: Specialist and non-specialist clothing retailers, estimated detailed space allocation, by category, October 2017
- Retail product mix
-
- Figure 37: Leading clothing retailers: share of clothing sales, by product, 2017
- Figure 38: Leading clothing retailers, estimated sales density, by product, 2017
- Market share by product
-
- Figure 39: Leading clothing retailers, estimated share of menswear market, 2017
-
Brand Research
-
- Brand map
-
- Figure 40: Attitudes towards and usage of selected brands, January 2018
- Key brand metrics
-
- Figure 41: Key metrics for selected brands, January 2018
- Brand attitudes: Uniqlo is seen as innovative
-
- Figure 42: Attitudes, by brand, January 2018
- Brand personality: M&S and Debenhams suffer with boring image
-
- Figure 43: Brand personality – macro image, January 2018
- Zara is associated with being stylish
-
- Figure 44: Brand personality – micro image, January 2018
- Brand analysis
- Online-only retailers
- Mid-market fashion retailers
- Fashion-focused retailers
- Value clothing retailer
- Department stores
The Consumer – What You Need to Know
-
- Young men drive sportswear purchasing
- Amazon is leading place to buy clothes
- 55% of men have bought clothes for others
- Young men want more representative campaigns
- 52% of Millennial men wait for discounts
- Men will spend more on quality than women
What Fashion Items Men Buy and How Much They Spend
-
- Young men drive sportswear purchasing
-
- Figure 45: Types of outerwear purchased in the last three months, by gender, December 2017
- Men spend more than women on clothes
-
- Figure 46: Amount spent on clothes on the last shopping trip, by gender, December 2017
- Men aged 25-44 buy only a few new items
-
- Figure 47: Number of items of clothing purchased on their last shop, by gender, December 2017
Where Men Buy Clothes
-
- Men shop more at non-specialists
-
- Figure 48: Types of retailers from which men have bought clothes for themselves in the last 12 months, by in-store and online, January 2018
- Amazon is leading place to buy clothes
-
- Figure 49: Retailers from which men have bought clothes for themselves in the last 12 months, by in-store and online, January 2018
- Next and M&S decline in popularity
-
- Figure 50: Men who have bought clothes for themselves in the last 12 months in-store and online from Primark, Next and M&S, by age, January 2018
- Topman loses dominance of youth market
-
- Figure 51: Men who have bought clothes for themselves in the last 12 months in-store and online from H&M, Topman, New Look, Other mid-market fashion retailers and higher-priced fashion stores, by age, January 2018
- Men aged 16-34 main clothes shoppers
-
- Figure 52: Repertoire of retailers from which men have bought clothes in the last 12 months, by in-store and online, January 2018
Who Men Buy Clothes For
-
- 55% of men have bought clothes for others
-
- Figure 53: Who else men have bought clothing for in the last 12 months, January 2018
- 42% of women buy clothes for their partners
- 84% bought clothes as a gift
-
- Figure 54: Clothing purchased for gifting, January 2018
Factors that would Encourage Men to Shop at a Retailer
-
- Importance of product reviews
-
- Figure 55: What would encourage men to shop for clothing from a specific retailer, January 2018
- Young men want more representative campaigns
- Next shoppers keen on product reviews
-
- Figure 56: Percentage point difference from the average of factors that would encourage men to shop for clothing from a specific retailer, by retailers from which men have bought clothes in-store and online, January 2018
Clothes Shopping Behaviour
-
- 52% of Millennial men wait for discounts
-
- Figure 57: Agreement with clothes shopping behaviour, January 2018
- Young men interested in delivery promotions
-
- Figure 58: Agreement with statements about clothes shopping behaviour, by age, January 2018
Attitudes towards Shopping for Clothes
-
- Men will spend more on quality than women
-
- Figure 59: Agreement with attitudes towards buying clothes, January 2018
- Half of men interested in tailored clothes
- Older men aged 45+ do not enjoy shopping in-store
Appendix – Data Sources, Abbreviations and Supporting Information
-
- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
-
- Forecast methodology
Back to top