MENS CLOTHING-US-APRIL 2018

MENS CLOTHING-US-APRIL 2018

Apr 2018 Mintel ApparelN/A Price :
$ 4395

Men have endless options as to where they can shop, which might only lead to more decision-making issues. Since most men are strategic shoppers, many are likely choosing to buy clothes wherever makes the most sense, whether motivated by price or convenience or ability to fulfill other shopping needs, either for themselves or others. This abundance of options could lead to trouble with decision making, and many men, even those who enjoy clothes shopping, are open to guidance. Retailers that offer a unique and personalized way of narrowing choices could distinguish themselves against competitors and connect with male shoppers.

Table of contents

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
Overview
The issues
The market is crowded
Figure 1: Retailers shopped, any visitation and online, February 2018
An abundance of options results in less retailer loyalty
The opportunities
Lending a helping hand could engage more shoppers
Figure 2: Attitudes toward clothes shopping, February 2018
Encouraging self-gifting among enthusiastic shoppers
Figure 3: Reasons for shopping and attitudes toward clothes shopping, by select demographics, February 2018
What it means
THE MARKET – WHAT YOU NEED TO KNOW
An optimistic outlook for the next five years
A change in dressing creates a shift in share
Population growth among core shoppers complemented by positive market factors will continue to fuel sales
MARKET SIZE AND FORECAST
Positive growth expected to continue
Figure 4: Total US sales and fan chart forecast of market, at current prices, 2012-22
Figure 5: Total US sales and forecast of market, at current prices, 2012-22
MARKET BREAKDOWN
Seasonality could affect sales of men’s tops
Figure 6: Total US retail sales of men's clothing, by segment, at current prices, 2012-22
Pants and other items are driving category growth
Figure 7: Total US retail sales of men's clothing, by segment, at current prices, 2015-17
MARKET FACTORS
Population of key shoppers is expected to maintain
Figure 8: Male population, by age, 2013-23
Multicultural growth could lead to a stronger interest in clothing
Figure 9: Men, by race and Hispanic origin, 2013-23
Higher income could result in more dollars spent in the category
Figure 10: Median household income, by age of householder, 2016
Increased access to the internet will impact how consumers shop
Figure 11: Personal technology ownership, by gender and age, June 2017
Obesity could lead to unmet needs for some men
Figure 12: Prevalence of obesity among adults aged 20 and over, by age and gender or race, 2017
KEY PLAYERS – WHAT YOU NEED TO KNOW
A focus on clothing is paying off for some retailers
More options to choose from leads to lower loyalty
Driving incremental sales through personalized assistance and new sales events
WHAT’S WORKING?
Amazon heats up the clothing market
Figure 13: Amazon men’s clothing private label advertisement, March 2018
Figure 14: Retailers shopped – Amazon versus Target, February 2018
Shopping for a cause: giving men a reason to shop certain brands
WHAT’S STRUGGLING?
Oversaturation creates loyalty issues for some retailers
Figure 15: Retailers shopped, select retailers, February 2018
Figure 16: Walmart email campaign, May 2017
Figure 17: Bonobos email campaign, February 2018
WHAT’S NEXT?
Re-thinking customer service
Figure 18: Attitudes toward clothes shopping, February 2018
New seasons give men new reasons to shop
Figure 19: Reasons for shopping, by select demographics, February 2018
THE CONSUMER – WHAT YOU NEED TO KNOW
Most men are strategic shoppers
Men are increasing their online shopping
Men are keeping it casual
Men understand the importance of appearance
What men want: competitive shipping and rewards for shopping
REASONS FOR SHOPPING
Men are shopping with purpose and strategy
Figure 20: Reasons for shopping, February 2018
Dads are likely stocking up when shopping with kids
Figure 21: Reasons for shopping, by parental status, February 2018
Young, affluent shoppers are investing in appearance
Figure 22: Reasons for shopping, by age and household income, February 2018
Black men show a flair for fashion
Figure 23: Reasons for shopping, by race, February 2018
RETAILERS SHOPPED
Online shopping is on the rise, driven by Amazon
Figure 24: Retailers shopped, February 2018
Some men are still shopping at the mall
Figure 25: Retailers shopped, by select demographics, February 2018
Even affluent men are looking for deals
Figure 26: Retailers shopped, by household income, February 2018
Black men shop around
Figure 27: Select retailers shopped – Any visitation and online, by race and Hispanic origin, February 2018
ITEMS PURCHASED
Basics reign, while dressy clothing takes a back seat
Figure 28: Items purchased, February 2018
Younger men have mixed needs
Figure 29: Items purchased, by age, February 2018
Figure 30: Bergdorf Goodman email campaign, February 2018
Figure 31: Sperry top-sider email campaign, February 2018
Dads could be making seasonal purchases when shopping with children
Figure 32: Items purchased, by parental status and presence of children, February 2018
Fashion-focused Black men are shopping across categories
Men describe the items they enjoy shopping for
SHOPPING BEHAVIOR
Deal seeking dominates
Figure 33: Shopping behavior, February 2018
Older, affluent consumers are savvy shoppers
Figure 34: Shopping behavior, by household income, February 2018
Younger men and dads are researching before buying
Figure 35: Shopping behavior, by select demographics, February 2018
Black and Hispanic men are doing their research
Figure 36: Shopping behavior, by race and Hispanic origin, February 2018
Men discuss price versus quality
ATTITUDES TOWARD CLOTHES SHOPPING
Appearance is important to many men
Figure 37: Attitudes toward clothes shopping, February 2018
Younger generations are investing in their appearance
Figure 38: Attitudes toward clothes shopping, by generation, February 2018
Interest in clothing decreases with age
Figure 39: Attitudes toward clothing shopping, by age, February 2018
Fashion enthusiasts versus the non-enthused
Figure 40: Attitudes toward clothes shopping, cluster analysis of fashion enthusiasts versus non-enthusiasts, February 2018
Multicultural men are style seekers
Figure 41: Attitudes toward clothes shopping, by race and Hispanic origin, February 2018
INFLUENCES TO SHOPPING
Shipping, rewards, and sizes could sway where men shop
Figure 42: Influencers to shopping, February 2018
Digitally native generations are used to shipping and delivery perks
Figure 43: Influencers to shopping, by generation, February 2018
Dads want better rewards
Figure 44: Influencers to shopping, by parental status and presence of children in household and age of children in household, February 2018
Shipping and sizes could engage more multicultural men
Figure 45: Influencers to shopping, by race and Hispanic origin, February 2018
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Direct marketing creative
Abbreviations and terms
Abbreviations
APPENDIX – THE MARKET
Figure 46: Total US sales and forecast of market, at inflation-adjusted prices, 2012-22
Figure 47: Median household income, by race and Hispanic origin of householder, 2016
Figure 48: Obesity rates, by gender and age, 2017
Figure 49: Obesity rates, by race, 2017
APPENDIX – THE CONSUMER
Figure 50: Retailers shopped, in-store versus online, February 2018

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