Posted by Alex Jackson on 9th Feb 2018
Men’s clothing suffers from one very old and common misconception… men don’t buy clothes.
The Eurasian Steppe people of the 11th and 12th century due to their harsh environment and lack of resources were known for wearing the skins of animals as small as mice, often until they simply just fell off their bodies. This sound like anyone you know? We all know one of these guys but look a little deeper into their closets, sure he may have one or two items that he will wear until it literally falls apart but with a closer inspection you will see a lot more potential than you might think. Men do buy clothes and lots more than you might imagine. So let’s explore why you should consider selling men’s clothing and how and why fashion became fashionable for men.
The metrosexual movement went mainstream- The term metrosexual was coined in the mid-nineties to describe a city living young man with a high amount of disposable income that was fashion conscious. The term carried some negative connotations; some considered it weak or shallow for a man to be clothes conscious. Fast forward 20 years and the term is not heard much these days but its influence remains. Metrosexual became mainstream, its evident in a multitude of ways from the explosion of male oriented health and beauty products right down to the clothes they now wear. Men look better, they spend more time on personal care and a lot more money on clothes and far more frequently than in years past. Fashion is more of a form of self-expression for men today. To put it simply men is no longer afraid to look good.
Men just shop differently- men don’t buy clothes idea can be traced back to how men shop. For starters, they all shop very differently but one thing is for certain men do a lot of their clothing shopping online. Men tend to steer clear of traditional retail shops. Most men shop but don’t appreciate the experience of going store to store so their solution is shop online. Men also tend to gravitate towards one stop shopping sites like Amazon or eBay rather than to more specialized fashion sites. What a lot of people may find surprising is that this is not true of every age group and that younger men actually split more of their time between traditional retail and online more so than older generations.
the fashion industry’s influencers millennial men - Let’s look at millennial men for a minute and dispel a few common misconceptions about this 20 to 35 age group. Millennial men actually like to shop and they frequently split this shopping between online and traditional retail. They are not all about fast disposable fashion they actually put a great deal of emphasis on high quality merchandise. It makes logical sense, they are starting their careers now and making money so naturally they want to step up their wardrobe. This age group likes its quality brand names and are willing to pay for them but they still want to maintain that cool casual look, where designer jeans are the foundation of virtually every outfit. What many will find surprising is how influential this age group is on older generations of men. Millennial men have essentially become the fashion bridge to gen X and the boomers who want to keep up with today’s fashion trends, so as goes the millennials so goes the rest of the guys.
Casual fashion is where its at- We previously talked about the steady push in fashion towards more casual and will say it again casual is where it’s at. Men want to look good but also feel good. Ties and suits are out, casual is in. Casual apparel is now acceptable for almost any occasion work or play. A particularly interesting trend today in men’s fashion is the blurring of lines between formal and casual. You see it frequently in top designers like Todd Snyder, Ted Baker and John Varvatos, the tie is gone but the blazer remains, the button up shirt its far less stuffy and drab. Slacks are frequently paired with t-shirts or a V-neck sweater creating a hybrid version of formal and casual.
The market is not saturated! - One very simple reason to sell men’s clothing is that there is far less competition and far more room for growth. The market is not saturated and mens clothing is in a period of significant growth compared to other categories of merchandise.