Table of Contents
Overview
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- What you need to know
- Products covered in this report
Executive Summary
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- The market
- Menswear market appears to be maturing
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- Figure 1: Consumer spending on men’s clothing, 2013-23
- Retailers continue to struggle with unpredictable weather
- Brexit looms over the fashion industry
- Companies and brands
- Brand research
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- Figure 2: Attitudes towards and usage of selected brands, December 2018 and February 2019
- Digital campaigns come to the forefront
- An array of new menswear launches
- The consumer
- Stores are the primary shopping channel, but online penetration is growing
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- Figure 3: How men bought clothing in the last 12 months, December 2018
- A willingness to invest in more premium brands
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- Figure 4: Menswear brand preferences, December 2018
- Most wear standard sizes, but demand for plus-size and tall is also prominent
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- Figure 5: Clothing sizes worn by menswear consumers, December 2018
- Sizing continues to be problematic
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- Figure 6: Attitudes towards buying clothing, December 2018
- Consumers want more in-store technology
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- Figure 7: Interest in innovation, December 2018
- Further evidence that retailers have eroded their price integrity
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- Figure 8: Clothing buying behaviour, December 2018
- What we think
Issues and Insights
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- Online fuelling growth in the UK menswear market
- The facts
- The implications
- A competitive environment for premium brands
- The facts
- The implications
- Changing the menswear marketing message
- The facts
- The implications
The Market – What You Need to Know
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- Menswear growth remains strong, but is slowing
- Brexit hits consumer confidence
- Ongoing challenges with unpredictable weather
- Retailers struggle with footfall declines
Market Size and Forecast
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- Menswear market expected to grow 3.5% in 2019
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- Figure 9: Consumer spending on men’s clothing, 2013-23
- Figure 10: Consumer spending on men’s clothing, at current and constant prices, 2013-23
- Forecast methodology
Market Drivers
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- An aging male population
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- Figure 11: Trends in the age structure of the UK male population, 2016-26
- Figure 12: Trends in the age structure of the UK male population, 2016-26
- Clothing and footwear inflation eases in 2018
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- Figure 13: Consumer price inflation, 2007-18
- Womenswear prices fall into deflation
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- Figure 14: Consumer price inflation, December 2017-January 2019
- Real wages continue to grow
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- Figure 15: Real wage growth – Average weekly earnings vs inflation, January 2014-December 2018
- Brexit worries begin to show
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- Figure 16: How consumers think Brexit will impact the UK economy, December 2019
- Declining footfall impacts store-based retailers
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- Figure 17: Change in UK retail footfall, by location, January 2016-December 2018
- Unpredictable weather dampens fashion demand
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- Figure 18: Change in average daily temperatures in the UK, January 2016-November 2018
Companies and Brands – What You Need to Know
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- New players in the market
- Menswear adspend boosted by digital
- Amazon outshines the fashion specialists
- TK Maxx leads on menswear space
Launch Activity and Innovation
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- More retailers move into menswear
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- Figure 19: Man by Lipsy, 2018
- A new spotlight on store experience
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- Figure 20: Selfridges Designer Street Room, 2018
- Luxury menswear heads in a new direction
- Pop-ups tap into demand for experiences and scarcity
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- Figure 21: Louis Vuitton Men’s Pop-Up, London 2018
- Transparent pricing
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- Figure 22: Private White VC Pricing Manifesto Homepage, March 2019
- Ever expanding sportswear ranges
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- Figure 23: Nike Men’s Yoga Range, 2019
- Aiding menswear product discovery
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- Figure 24: Eison Triple Thread Fits Homepage, March 2019
- The drop trend continues to evolve
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- Figure 25: End Launches Homepage, March 2019
Advertising and Marketing Activity
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- Increased menswear advertising spending
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- Figure 26: Total above-the line, online display and direct mail advertising expenditure on men’s fashion, 2014 -18
- The ongoing shift towards digital advertising
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- Figure 27: Total above-the line, online display and direct mail advertising expenditure on men’s fashion, by media type, 2018
- Figure 28: Total above-the line, online display and direct mail advertising expenditure on men’s fashion, by media type, 2014 -18
- Key campaigns take a stand on important issues
- Weekday partners with Non-Violence Project
- A new era for luxury menswear advertising
- Bonobos looks to redefine masculinity
- Nike encourages its fans to Dream Crazy
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 29: Attitudes towards and usage of selected brands, December 2018 and February 2019
- Key brand metrics
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- Figure 30: Key metrics for selected brands, December 2018 and February 2019
- Brand attitudes: TK Maxx offers value for money
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- Figure 31: Attitudes, by brand, December 2018 and February 2019
- Brand personality: Amazon seen as accessible
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- Figure 32: Brand personality – Macro image, December 2018 and February 2019
- River Island considered stylish
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- Figure 33: Brand personality – Micro image, December 2018 and February 2019
- Brand analysis
- Boohoo Man’s brand awareness stronger than Missguided’s Mennace
- River Island may be better known, but Urban Outfitters has a clearer target audience
- Amazon’s strength in the online fashion market is challenged by ASOS
- FatFace outperforms White Stuff across several key metrics
- TK Maxx’s value proposition sets it apart from other retailers
Space Allocation
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- Methodology
- TK Maxx dedicates most space to menswear
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- Figure 34: Men’s, women’s and childrenswear space allocation overview, October 2018
- M&S thought to be the market leader
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- Figure 35: Leading clothing retailers, estimated sales, by product, 2017
The Consumer – What You Need to Know
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- Most men are active clothing buyers
- Most still shop in-store, but online also important
- A tendency to trade up for special occasions
- Strong demand for tall and plus-size clothing
- Ongoing frustration with clothing fit and sizing
- Stock checkers and self-checkouts most likely to appeal
- Men still prioritise quality over quantity
What They Buy
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- Most men are active clothing buyers
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- Figure 36: Men who have bought clothing in the last 12 months, by demographics, December 2018
- Clothing and footwear remain fashion priorities
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- Figure 37: What fashion items men have bought in the last 3 months, January 2019
- Casual clothing most frequently purchased
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- Figure 38: What clothing items men bought in the last 3 months, January 2019
- Men tend to bulk buy clothing …
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- Figure 39: Number of clothing items bought on last shopping trip, by gender, January 2019
- … and they spend more per shopping trip
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- Figure 40: Amount spent on clothing items on last shopping trip, by gender, January 2019
How They Shop
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- Stores remain important
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- Figure 41: How men bought clothing in the last 12 months, December 2018
- Online purchasing peaks amongst 25-34s
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- Figure 42: How men bought clothing in the last 12 months, by age, December 2018
Brand Preferences
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- Men show greater affinity with branded goods
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- Figure 43: Menswear brand preferences, net of responses, December 2018
- High-street brands most favoured
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- Figure 44: Menswear brand preferences, December 2018
- Young are more experimental with brands
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- Figure 45: Menswear brand preferences, by age, December 2018
Menswear Sizing
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- One in ten buy plus-size clothing
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- Figure 46: Clothing sizes worn by menswear consumers, December 2018
- Age and size intrinsically linked
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- Figure 47: Clothing sizes worn by menswear consumers, by age, December 2018
- Almost a quarter typically buy two different sizes
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- Figure 48: Repertoire of clothing sizes worn by menswear consumers, December 2018
- One in five are classed as tall
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- Figure 49: Height of menswear consumers, December 2018
Attitudes towards Buying Clothing
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- Frustration with size differentiation
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- Figure 50: Attitudes towards buying clothing, December 2018
- Young shoppers struggle with online size guides
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- Figure 51: Attitudes towards buying clothing, by age, December 2018
- In-store fitting room experience important to high earners
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- Figure 52: Attitudes towards buying clothing, by income, December 2018
- Larger men struggle to find clothing that fits well
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- Figure 53: Attitudes towards buying clothing, by clothing size worn, December 2018
- Value brands need to improve fit
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- Figure 54: Attitudes towards buying clothing, by brand preferences, December 2018
Interest in Innovations
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- Strong demand to know what’s available in-store
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- Figure 55: Interest in innovation, December 2018
- Young crave more in-store tech
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- Figure 56: Interest in innovation, by age, December 2018
- Premium and luxury brand buyers want more too
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- Figure 57: Interest in innovation, by brand preferences, December 2018
Clothing Buying Behaviour
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- Slow fashion continues to gain momentum
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- Figure 58: Clothing buying behaviour, December 2018
- Young are particularly savvy shoppers
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- Figure 59: Clothing buying behaviour - discounting, by age, December 2018
- The social media influence on clothing consumption
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- Figure 60: Clothing buying behaviour – Social media, December 2018
- Value shoppers still want quality
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- Figure 61: Clothing buying behaviour, by brand preferences, December 2018
CHAID Analysis
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- Methodology
- Mass-market brands have eroded their price integrity
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- Figure 62: Menswear – CHAID – Tree output, January 2019
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- Figure 63: Menswear – CHAID – Table output, January 2019
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Best and worst case forecast
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- Figure 64: Consumer spending on men’s clothing, best and worst case forecast, 2013-23
- Forecast methodology
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