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Men's Clothing - US - March 2016

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
Steady growth in men’s clothing market forecast to continue
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
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
Figure 3: Men’s clothing purchases for self – Items, January 2016
In-store receives more shoppers; mobile an under-utilized channel
Figure 4: Men’s clothing purchases for self, by channel, January 2016
Potential of mobile shopping hindered by obstacles to user experience
Figure 5: In-store versus mobile purchase funnel – Mobile challenges and some solutions, 2016
Opportunities
Personalization of marketing efforts
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
Figure 7: Men’s clothing purchases for self, by social media use, January 2016
Men are interested in fit, customization and styling assistance
Figure 8: Top five innovations of interest, January 2016
Asian males should not be overlooked
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
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
Men’s clothing market forecast to increase by 16% through 2020
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
Women generate higher sales – but growth in men’s outpaces women’s
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
Figure 13: Social media use, by age, and men’s clothing purchases, by social media use, January 2016
MARKET FACTORS
Favorable economic environment leads to comfort to spend on nonessentials
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
Figure 16: US adult male population, by age, 2011-21
Hispanic and Asian men poised to drive growth of men’s clothing
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
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
Brick-and-mortar to online – Retailers shift strategies to attract shoppers
JCPenney
Kohl’s
Target
Amazon
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?
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?
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?
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?
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
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
Stable male consumer base purchasing clothing for themselves
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
Figure 21: Men’s clothing purchases for self, by channel, January 2016
Millennial men drive purchasing across all channels – Mobile poised to gain
Figure 22: Men’s clothing purchases by channel, by generation, January 2016
Employment and urban living positive contributors for mobile
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
Jeans and T-shirts are most commonly purchased items
Figure 24: Men’s clothing purchases for self in the last 12 months – Items, January 2016
Millennial men in the market for everything
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
Figure 26: Men’s clothing purchases for self in the last 12 months – Items by channels, January 2016
MEN’S SPENDING ON CLOTHING
Positive outlook toward future spending on men’s clothing
Figure 27: Spending on clothing this year versus last year, January 2016
Young, urban, middle-income/affluents drive the market
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
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
Figure 30: Spending on clothing this year versus last year, by stylishness, January 2016
STORE TYPES FOR THE MAJORITY OF PURCHASES
Discount, value account for nearly half; mid-tier also strong
Figure 31: Store type where majority of purchases are made, January 2016
Upscale/high-end stores attract relatively affluent, 25-34s, urban males
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
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
Figure 34: Store type where majority of purchases are made, by race/Hispanic origin, January 2016
MEN’S SHOPPING BEHAVIORS
Most men buy on sale, repeat stores, and few seek change
Figure 35: Men’s shopping behaviors, January 2016
Younger men more likely to feel overwhelmed when shopping online
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
Figure 37: Loyalty to stores, by age, January 2016
PERCEPTION OF STYLISHNESS AND ATTITUDES TOWARD STYLE
Majority consider themselves at least “somewhat” stylish
Figure 38: Perception of stylishness, January 2016
Mirror, mirror, on the wall, who are the most stylish men of all?
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
Figure 40: Perception of stylishness, by race/Hispanic origin, January 2016
Room for comfortably stylish people?
Figure 41: Men's attitudes toward comfort and style, January 2016
Figure 42: Men’s attitudes toward style, February 2014 versus January 2016
Black men strive to look unique
Figure 43: Men’s attitudes toward style, by race/Hispanic origin, January 2016
Stylish men more willing to sacrifice comfort to look good
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
Figure 45: Needs help to dress more stylishly, by age and number of innovations interested in, January 2016
INTEREST IN SHOPPING INNOVATIONS
Men and women are similarly interested in shopping innovations
Figure 46: Interest in shopping innovations – Count, by gender and shoppers, January 2016
Innovations related to clothing fit, style, selection are of greatest interest
Figure 47: Interest in shopping innovations, by gender, January 2016
18-24-year-olds desire to be closer to technology while shopping
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
Figure 49: Men’s interest in clothing-related shopping innovations, by race/Hispanic origin, January 2016
WOMEN’S PURCHASES OF MEN’S CLOTHING
Women play an important role in purchase of men’s clothing
Figure 50: Women’s purchases of men’s clothing, January 2016
Black women least likely to have purchased clothing for men
Figure 51: Women’s purchases of men’s clothing, by race/Hispanic origin, January 2016
WOMEN’S REASONS FOR PURCHASING MEN’S CLOTHING
Gifting, replacement are top reasons why women purchase men’s clothing
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
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
Segmentation overview
Figure 54: Men’s clothing shopper segments and characteristics, January 2016
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
Figure 56: Shopping behaviors and attitudes, by men’s clothing shopper segments, January 2016
Figure 57: Clothing spending, store type, stylishness, and shopping attitudes, January 2016
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Direct marketing creative
Abbreviations and terms
Abbreviations
Terms
APPENDIX – MARKET
Figure 58: Total US sales and forecast of men’s clothing, at inflation-adjusted prices, 2010-20
APPENDIX – CONSUMER
Figure 59: Attitudes toward style, by gender and men’s age, July 2014 -September 2015
Figure 60: Attitudes toward clothing brands, by gender and men’s age, July 2014 -September 2015
Figure 61: Attitudes toward clothing factors, retailers, quality, by gender and men’s age, July 2014 -September 2015

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