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Menswear Retailing - China - August 2014

Published By :

Mintel

Published Date : Aug 2014

Category :

Apparel

No. of Pages : 203 Pages

China’s menswear market continues to grow well, helped to a large degree by the growth of online retailing, but leading retailers continue to struggle with high degrees of market fragmentation and over-supply, especially in the formal and business casual sectors. Retailers appear to have been slow to react to a shift in purchasing among men away from formalwear and more towards casual dressing.

In order to reverse this situation, retailers need to become more differentiated, by producing and selling more unique styles, providing more attractive stores, offering a higher quality of value-added service and with better online-to-offline coordination, to meet the increasingly high demands of male clothes shoppers.

There is a shift away from formality and conservatism, with the most innovative retailers and brands being those in the fast-fashion sector and which are targeting the increasingly individualistic male shoppers who are looking to keep up with the latest fashions.
Table of Content

Introduction

Definition
Methodology
Abbreviations

Executive Summary

The market
Figure 1: China – Total menswear market value, 2009-19
Companies and brands
Figure 2: China – comparative market shares of the top 10 menswear retail companies, 2012/13
The consumer
Types of menswear retailers visited
Figure 3: Types of menswear retailers visited by consumers, by frequency of visit, June 2014
Types of menswear bought
Figure 4: Types of menswear bought by consumers, June 2014
Occasions when menswear is bought
Figure 5: Occasions when bought menswear, June 2014
Retailer choice factors
Figure 6: Factors affecting consumer choice of menswear retailer, June 2014
Product choice factors
Figure 7: Factors affecting consumer choice of menswear products, June 2014
Key consumer segments
Figure 8: China – Menswear market key consumer segments, June 2014
Attitudes to menswear shopping
Figure 9: Consumer attitudes towards fashion/style in menswear shopping, June 2014
Key Issues
Price and convenience still dominate purchasing habits
Building a stand-out brand in a fragmented market
Now is the time to break away from conservatism

Issues and Insights

Price and convenience still dominate purchasing habits
The facts
The implications
The opportunities
The predictions
Building a stand-out brand in a fragmented market
The facts
The implications
The opportunities
The predictions
Now is the time to break away from conservatism
The facts
The implications
The opportunities
The predictions

Trend Applications

Man in the Mirror
Generation Next
Old Gold

Market Size and Forecast

Key points
Structural changes needed to improve growth
Figure 10: China – Total menswear market value, 2009-19
Menswear market subdued and performing below potential
Figure 11: Comparative financial performance of four listed Chinese menswear companies, 20012-13
The development of private label
Online retail’s growth in significance to clothing sales
Figure 12: China – Total internet users, online shoppers, total and per capita online and B2C online retail sales value, 2009-14
Figure 13: China’s total online retail and online apparel markets compared, 2008-12
Figure 14: Growth comparison of China’s total e-commerce and online apparel markets, 2009-14
Figure 15: Online apparel retailing as a proportion of total China apparel market value, 2008-12
Key trends expected to shape the future market

Market Share

Key points
Few brands stand out from the pack
Figure 16: China – comparative market shares of the top 10 menswear retail companies, 2012/13
Figure 17: China – combined market shares of the top 10 menswear retail companies, 2012/13
Differentiate or die!

Who’s Innovating?

Key points
The trending “urban chic” brands
Meeting the online retail challenge
Ethical fashion as a potential differentiator

Companies and Brands

Youngor
Figure 18: Youngor Group financial results, 20012/13
Fujian Septwolves Industry Co Ltd
Figure 19: Fujian Septwolves Industry Co Ltd financial results, 20012/13
Joeone Co Ltd
Figure 20: Joeone Co Ltd financial results, 20012/13
Zhejiang Semir Garment Co Ltd
Shanghai Metersbonwe Fashion & Accessories Co Ltd
Figure 21: Metersbonwe Fashion & Accessories Co Ltd financial results, 20012/13

The Consumer – Types of Menswear Retailers Visited

Key points
Online retail dominates high-frequency shopping
Figure 22: Types of menswear retailers visited by consumers, by frequency of visit, June 2014
Who is visiting specialist stores?
Figure 23: Types of menswear retailers (menswear specialists, unisex specialists, sports/leisurewear specialists and boutiques) visited by consumers, by frequency of visit, by age group, June 2014
Figure 24: Types of menswear retailers (menswear specialists, unisex specialists, sports/leisurewear specialists and boutiques) visited by consumers, by frequency of visit, by monthly household income group, June 2014
Modern grocers prove convenience and price are key
Figure 25: Types of menswear retailers (supermarkets/hypermarkets and discount outlets) visited by consumers, by frequency of visit, by age group, June 2014
Figure 26: Types of menswear retailers (supermarkets/hypermarkets and discount outlets) visited by consumers, by frequency of visit, by monthly household income group, June 2014
Department stores need to raise visiting frequency
Figure 27: Department stores visited by consumers, by frequency of visit, by age group, June 2014
Figure 28: Department stores visited by consumers, by frequency of visit, by monthly household income group, June 2014
Consumer repertoire analysis
Figure 29: Repertoire analysis of types of menswear retailers visited by consumers, by frequency of visit, June 2014

The Consumer – Types of Menswear Bought

Key points
Men are relaxing more into casual wear
Figure 30: Types of menswear bought by consumers, June 2014
Figure 31: Types of menswear bought by consumers, by age group, June 2014
Figure 32: Consumer attitudes towards fashion/style in menswear shopping, June 2014
More relaxed stores and attentive customer service needed
Figure 33: Types of menswear bought by consumers, by monthly household income group, June 2014
Figure 34: Types of menswear bought by consumers, by city tier, June 2014

The Consumer – Occasions When Bought Menswear

Key points
Men are learning to enjoy clothes shopping
Figure 35: Occasions when bought menswear, June 2014
Fashion sense diminishes with age, but only just!
Figure 36: Occasions when bought menswear, by age group, June 2014
Figure 37: Occasions when bought menswear, by monthly household income group, June 2014
And do not forget the wife!
Figure 38: Occasions when bought menswear, by marital status, June 2014
Lower tier men are catching up fast
Figure 39: Occasions when bought menswear, by city tier, June 2014

The Consumer – Retailer Choice Factors

Key points
Quality expectation more important than price
Figure 40: Factors affecting consumer choice of menswear retailer, June 2014
Strong demand for better quality products and service
Figure 41: Factors affecting consumer choice of menswear retailer, by age group, June 2014
Figure 42: Factors affecting consumer choice of menswear retailer, by monthly household income group, June 2014

The Consumer – Product Choice Factors

Key points
Comfort, style and quality trump value for money
Figure 43: Factors affecting consumer choice of menswear products, June 2014
Life stage significant to choice factors
Figure 44: Factors affecting consumer choice of menswear products, by age group and marital status, June 2014
Figure 45: Choice factors considered when deciding which womenswear products to buy, December 2013
Figure 46: Factors affecting consumer choice of menswear products, by monthly household income group, June 2014
Figure 47: Factors affecting consumer choice of menswear products, by city tier, June 2014

The Consumer – Key Consumer Segments

Key points
The key consumer groups
Figure 48: China – Menswear market key consumer segments, June 2014
The Online-savvy brand followers
Who they are
What they like
Marketing approach
The Boutique-trawling individualists
Who they are
What they like
Marketing approach
The Budget fashionistas
Who they are
What they like
Marketing approach

The Consumer – Attitudes to Menswear Shopping

Key points
Consumer attitudes towards fashion/style
Figure 49: Consumer attitudes towards fashion/style in menswear shopping, June 2014
Figure 50: Consumer attitudes towards fashion/style in menswear shopping, by demographics, June 2014
Consumer attitudes towards price
Figure 51: Consumer attitudes towards price in menswear shopping, June 2014
Consumer attitudes towards brand
Figure 52: Consumer attitudes towards brand in menswear shopping, June 2014
Figure 53: Consumer attitudes towards brand in menswear shopping, by demographics, June 2014
Consumer attitudes towards online vs in-store purchase
Figure 54: Consumer attitudes towards online vs in-store purchase in menswear shopping, June 2014

Appendix – Market Size and Forecast

Include detailed market size table/forecast data here.
Figure 55: China – Total value of the menswear market, 2009-19

Appendix – Market Segmentation

Figure 56: Target groups, June 2014
Figure 57: Target groups, by demographics, June 2014
Figure 58: Types of menswear retailers visited by consumers, by target groups, June 2014
Figure 59: Types of menswear bought by consumers, by target groups, June 2014
Figure 60: Occasions when bought menswear, by target groups, June 2014

Appendix – Types of Menswear Retailers Visited

Figure 61: Types of menswear retailers visited by consumers, June 2014
Figure 62: Types of menswear retailers visited by consumers – Menswear specialists, by demographics, June 2014
Figure 63: Types of menswear retailers visited by consumers – Unisex clothing specialists, by demographics, June 2014
Figure 64: Types of menswear retailers visited by consumers – Sports/leisurewear specialists, by demographics, June 2014
Figure 65: Types of menswear retailers visited by consumers – Department stores/shopping malls, by demographics, June 2014
Figure 66: Types of menswear retailers visited by consumers – Supermarkets/hypermarkets, by demographics, June 2014
Figure 67: Types of menswear retailers visited by consumers – Bespoke tailors, by demographics, June 2014
Figure 68: Types of menswear retailers visited by consumers – Discount outlets, by demographics, June 2014
Figure 69: Types of menswear retailers visited by consumers – Boutiques/private-owned clothing stores, by demographics, June 2014
Figure 70: Types of menswear retailers visited by consumers – Comprehensive online shopping website, by demographics, June 2014
Figure 71: Types of menswear retailers visited by consumers – Specialised clothing online shopping website, by demographics, June 2014
Figure 72: Types of menswear retailers visited by consumers, by most popular occasions when bought menswear, June 2014
Figure 73: Types of menswear retailers visited by consumers, by next most popular occasions when bought menswear, June 2014
Repertoire analysis
Figure 74: Repertoire of types of menswear retailers visited by consumers, June 2014
Figure 75: Repertoire of types of menswear retailers visited by consumers, by demographics, June 2014

Appendix – Types of Menswear Bought

Figure 76: Types of menswear bought by consumers, June 2014
Figure 77: Most popular types of menswear bought by consumers, by demographics, June 2014
Figure 78: Next most popular types of menswear bought by consumers, by demographics, June 2014
Figure 79: Types of menswear bought by consumers, by most popular factors affecting consumer choice of menswear retailer – Rank 1, June 2014
Figure 80: Types of menswear bought by consumers, by next most popular factors affecting consumer choice of menswear retailer – Rank 1, June 2014
Figure 81: Types of menswear bought by consumers, by most popular factors affecting consumer choice of menswear retailer – Rank 2, June 2014
Figure 82: Types of menswear bought by consumers, by next most popular factors affecting consumer choice of menswear retailer – Rank 2, June 2014
Figure 83: Types of menswear bought by consumers, by most popular factors affecting consumer choice of menswear retailer – Rank 3, June 2014
Figure 84: Types of menswear bought by consumers, by next most popular factors affecting consumer choice of menswear retailer – Rank 3, June 2014

Appendix – Occasions when Bought Menswear

Figure 85: Occasions when bought menswear, June 2014
Figure 86: Most popular occasions when bought menswear, by demographics, June 2014
Figure 87: Next most popular occasions when bought menswear, by demographics, June 2014
Figure 88: Occasions when bought menswear, by most popular factors affecting consumer choice of menswear retailer – Rank 1, June 2014
Figure 89: Occasions when bought menswear, by next most popular factors affecting consumer choice of menswear retailer – Rank 1, June 2014
Figure 90: Occasions when bought menswear, by most popular factors affecting consumer choice of menswear retailer – Rank 2, June 2014
Figure 91: Occasions when bought menswear, by next most popular factors affecting consumer choice of menswear retailer – Rank 2, June 2014
Figure 92: Occasions when bought menswear, by most popular factors affecting consumer choice of menswear retailer – Rank 3, June 2014
Figure 93: Occasions when bought menswear, by next most popular factors affecting consumer choice of menswear retailer – Rank 3, June 2014

Appendix – Retailer Choice Factors

Figure 94: Factors affecting consumer choice of menswear retailer, June 2014
Figure 95: Most popular factors affecting consumer choice of menswear retailer – Rank 1, by demographics, June 2014
Figure 96: Next most popular factors affecting consumer choice of menswear retailer – Rank 1, by demographics, June 2014
Figure 97: Other factors affecting consumer choice of menswear retailer – Rank 1, by demographics, June 2014
Figure 98: Most popular factors affecting consumer choice of menswear retailer – Rank 2, by demographics, June 2014
Figure 99: Next most popular factors affecting consumer choice of menswear retailer – Rank 2, by demographics, June 2014
Figure 100: Other factors affecting consumer choice of menswear retailer – Rank 2, by demographics, June 2014
Figure 101: Most popular factors affecting consumer choice of menswear retailer – Rank 3, by demographics, June 2014
Figure 102: Next most popular factors affecting consumer choice of menswear retailer – Rank 3, by demographics, June 2014
Figure 103: Other factors affecting consumer choice of menswear retailer – Rank 3, by demographics, June 2014

Appendix – Product Choice Factors

Figure 104: Factors affecting consumer choice of menswear products, June 2014
Figure 105: Most popular factors affecting consumer choice of menswear products – Rank 1, by demographics, June 2014
Figure 106: Next most popular factors affecting consumer choice of menswear products – Rank 1, by demographics, June 2014
Figure 107: Other factors affecting consumer choice of menswear products – Rank 1, by demographics, June 2014
Figure 108: Most popular factors affecting consumer choice of menswear products – Rank 2, by demographics, June 2014
Figure 109: Next most popular factors affecting consumer choice of menswear products – Rank 2, by demographics, June 2014
Figure 110: Other factors affecting consumer choice of menswear products – Rank 2, by demographics, June 2014
Figure 111: Most popular factors affecting consumer choice of menswear products – Rank 3, by demographics, June 2014
Figure 112: Next most popular factors affecting consumer choice of menswear products – Rank 3, by demographics, June 2014
Figure 113: Other factors affecting consumer choice of menswear products – Rank 3, by demographics, June 2014
Figure 114: Factors affecting consumer choice of menswear products, by most popular consumer attitudes to menswear shopping, June 2014
Figure 115: Factors affecting consumer choice of menswear products, by next most popular consumer attitudes to menswear shopping, June 2014

Appendix – Attitudes to Menswear Shopping

Figure 116: Consumer attitudes to menswear shopping, June 2014
Figure 117: Agreement with the statement ‘It is important to look well dressed’, by demographics, June 2014
Figure 118: Agreement with the statement ‘It is important to keep up with the latest fashion’, by demographics, June 2014
Figure 119: Agreement with the statement ‘How you are dressed reflects your persona’, by demographics, June 2014
Figure 120: Agreement with the statement ‘It is better to wait for the sales than pay full price for menswear’, by demographics, June 2014
Figure 121: Agreement with the statement ‘Menswear sold in store is overpriced compared with online’, by demographics, June 2014
Figure 122: Agreement with the statement ‘It is worth paying more for clothes from well-known brands’, by demographics, June 2014
Figure 123: Agreement with the statement ‘Menswear from international brands is more fashionable than those from domestic brands’, by demographics, June 2014
Figure 124: Agreement with the statement ‘Clothes from boutiques/private-owned clothing shops are more unique than those in specialty stores’, by demographics, June 2014
Figure 125: Agreement with the statement ‘It is easier to control spending when buying menswear online than in-store’, by demographics, June 2014
Figure 126: Agreement with the statement ‘Online purchase provides more product information on clothing than in-store’, by demographics, June 2014
Figure 127: Agreement with the statement ‘It is time-saving to buy menswear online compared to in-store’, by demographics, June 2014
Figure 128: Agreement with the statement ‘I worry about the inconsistency between product display and the actual product when buying menswear online ’, by demographics, June 2014

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