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Menswear Retailing - China - April 2016

Published By :

Mintel

Published Date : Apr 2016

Category :

Apparel

No. of Pages : N/A

The menswear market is slowing, consumers are becoming more demanding and online retail is intensifying competition. Online retailing is helping brands to increase their market penetration, but they also need to make better use of stores as customer service centres. Brands also need to engage with consumers via social media so as to be able to react better to increasingly individual tastes and demands. Brands therefore need to offer consumers more individualised clothing options, and better quality, more stylish clothes for which they are increasingly willing to pay more

Table of Content

Overview

What you need to know
Products/themes covered in this report

Executive Summary

The market
Figure 1: China – Menswear retail market value, 2010-20
Companies and brands
Figure 2: China – Top-10 leading menswear retail companies’ combined share versus “others”, 2013-15
The consumer
Key consumer groups
Figure 3: Target groups of Consumer attitudes to menswear shopping, January 2016
Menswear purchasing role
Figure 4: Female consumer role in purchasing menswear, January 2016
Menswear shopping frequency
Figure 5: Consumer frequency of shopping for menswear, January 2016
Menswear products bought
Figure 6: Types of menswear products bought by consumers, January 2016 & June 2014
Menswear styles preferred
Figure 7: Styles of menswear preferred by consumers, January 2016
Menswear dressing tendencies
Figure 8: Types of menswear consumer prefer to wear, January 2016
Menswear shopping motives
Figure 9: Key consumer motives for menswear shopping, January 2016
Menswear shopping attitudes
Figure 10: Consumer attitudes to menswear shopping, January 2016
What we think

Issues and Insights

No more Mr Average
The facts
The implications
Lounge Suites
The facts
The implications
The Fountain of Youth
The facts
The implications

The Market – What You Need to Know

Slow but steady growth
Online disrupting traditional retail
The rise of ‘formasual’

Market Size and Forecast

Introduction
Figure 11: China – Menswear retail market value, 2010-20

Market Drivers

Online retail driving market growth
Figure 12: China – Online retail sales value and % share, by broad product sector, 2011-15
Online fashion now worth half the total market
Figure 13: China – Online fashion retail sales value compared with total fashion retail, 2011-15

Market Segmentation

Casual wear continues to dominate
Figure 14: China – Retail sales of men’s apparel by broad sector, 2011-15
The blurring of definitions
Figure 15: China – CAGR of retail sales of men’s apparel by broad sector, 2011-15

Key Players – What You Need to Know

Continuing fragmentation
No more ’Mr Normal’
Socialising individualism

Market Share

Top-10 appearing to consolidate market share
Figure 16: China – Top-10 leading menswear retail companies’ combined share versus “others”, 2013-15
Heilan Home shows strong growth
Figure 17: China – Top-10 leading menswear brands, by value market share (%), 2013-15

Competitive Strategies

Heilan Home ‘formasual’
Figure 18: Heilan Home – Operating income and gross profit margin, 2014 & H1 2015
Uniqlo keeps it simple
Normcore?: Levi’s bullish on jeanswear
Selling the ‘his and hers’ look
Sportswear packs a punch
Bespoke me!
Lesser-known labels find traction online
Getting talked about on social media

The Consumer – What You Need to Know

Product, price and practicality
Women hold up more than half the sky
Increasingly varied tastes

Key Consumer Groups

The main types of consumers
Figure 19: Target groups of Consumer attitudes to menswear shopping, January 2016
The Price and Image-conscious consumers
Who they are
What they like
How to market to them
The Quality-driven Online consumers
Who they are
What they like
How to market to them
The Practical Dresser consumers
Who they are
What they like
How to market to them

Menswear Purchasing Role

Women: The power behind the menswear market!
Figure 20: Consumer role in purchasing menswear, January 2016
Women prefer frequent shopping
Figure 21: Consumer role in purchasing menswear, by frequency of shopping across all outlet types, January 2016

Menswear Shopping Frequency

Online the most frequent channel
Figure 22: Consumer frequency of shopping for menswear, January 2016
Online, department stores and supermarkets – High frequency
Figure 23: Consumer high frequency of shopping for menswear, by retail format, January 2016
Specialists and discounters – Medium frequency
Figure 24: Consumer medium frequency of shopping for menswear, by retail format, January 2016

Menswear Products Bought

Sports/outdoor wear and hosiery significantly up
Figure 25: Types of menswear products bought by consumers, January 2016 & June 2014
Being seen in the office
Figure 26: Types of menswear products bought by consumers, by style of clothes worn on weekdays, January 2016
Formality comes with age
Figure 27: Types of menswear products bought by consumers, by gender and age group, January 2016

Menswear Styles Preferred

More casual; more Chinese
Figure 28: Styles of menswear preferred by consumers, January 2016
Weekdays: Less formal in the office
Figure 29: Styles of menswear preferred by consumers during weekdays, by gender and age group, January 2016
Weekends: Time to relax
Figure 30: Styles of menswear preferred by consumers during weekends, by gender and age group, January 2016
The higher the income, the more varied the choice
Figure 31: Styles of menswear preferred by consumers during weekdays, by monthly personal income group, January 2016

Menswear Dressing Tendencies

Looking younger and more stylish
Figure 32: Types of menswear consumer prefer to wear, January 2016
Provocative and individualistic
Figure 33: Types of menswear consumer prefer to wear, by gender and age group, January 2016
Paying to provoke
Figure 34: Types of menswear consumer prefer to wear, by key consumer motives for menswear shopping (A), January 2016
Paying for service
Figure 35: Types of menswear consumer prefer to wear, by key consumer motives for menswear shopping (B), January 2016

Menswear Shopping Motives

Quality and style over price
Figure 36: Key consumer motives for menswear shopping, January 2016
Women the key style influencers
Figure 37: Key consumer motives for menswear shopping, by gender and age group, January 2016
The higher the income, the more demanding shoppers are
Figure 38: Key consumer motives for menswear shopping, by monthly household income group, January 2016

Menswear Shopping Attitudes

Looking well-dressed, at the right price
Figure 39: Consumer attitudes to menswear shopping, January 2016
Men are becoming more fashion conscious
Figure 40: Consumer attitudes towards fashion/style in menswear shopping, by any agree, June 2014 & January 2016
Figure 41: Male consumer attitudes towards fashion/style in menswear shopping, by age group, January 2016
Consumer attitudes towards price
Figure 42: Consumer attitudes towards price in menswear shopping, by any agree, June 2014 & January 2016
Consumer attitudes towards brand
Figure 43: Consumer attitudes towards brand in menswear shopping, by any agree, June 2014 & January 2016
Consumer attitudes towards online vs in-store purchase
Figure 44: Consumer attitudes towards online vs in-store purchase in menswear shopping, by any agree, June 2014 & January 2016

Appendix – Market Size and Forecast

Menswear total market size/forecast
Figure 45: China – Menswear retail market value, 2010-20

Appendix – Methodology and Definitions

Methodology
Fan chart forecast
Abbreviations/

List of Table

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