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MENSWEAR-UK-MARCH 2018

Published By :

Mintel

Published Date : Mar 2018

Category :

Apparel

No. of Pages : N/A

The increased choice of retailers for men has made the menswear market much more competitive and made male shoppers more demanding and less brand loyal, meaning retailers need to do more to stand out and differentiate their offer

Table of contents
OVERVIEW
What you need to know
Products covered in this Report
EXECUTIVE SUMMARY
Menswear market grows by 3.5% in 2017
Figure 1: Best- and worst-case forecast of UK sales of men’s outerwear, 2012-22
Men more likely to be obese than women
Figure 2: Overweight and obese adults, by gender and age, 2016
Companies and brands
Retailers expand into sportswear
Menswear adspend grows modestly
Uniqlo is seen as innovative
Figure 3: Attitudes towards and usage of selected brands, January 2018
The consumer
Young men drive sportswear purchasing
Figure 4: Types of outerwear purchased in the last three months, by gender, December 2017
Amazon is leading place to buy clothes
Figure 5: Retailers from which men have bought clothes for themselves in the last 12 months, by in-store and online, January 2018
55% of men have bought clothes for others
Figure 6: Who else men have bought clothing for in the last 12 months, January 2018
Young men want more representative campaigns
Figure 7: What would encourage men to shop for clothing from a specific retailer, January 2018
52% of Millennial men wait for discounts
Figure 8: Agreement with clothes shopping behaviour, January 2018
Men will spend more on quality than women
Figure 9: Agreement with attitudes towards buying clothes, January 2018
What we think
ISSUES AND INSIGHTS
Who are the winners and losers?
The facts
The implications
Which demographics are driving sales?
The facts
The implications
What can retailers and brands do to stand out?
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Menswear market grows by 3.5% in 2017
Menswear to reach £17 billion by 2022
Men more likely to be obese than women
Men more confident about their finances than women
Young men prioritise spend on clothes
Young men favour YouTube
MARKET SIZE AND FORECAST
Menswear market grows by 3.5% in 2017
Figure 10: Best- and worst-case forecast of UK sales of men’s outerwear, 2012-22
Menswear to reach £17 billion by 2022
Figure 11: UK sales of men’s outerwear at current prices, 2012-22
Forecast methodology
MARKET DRIVERS
Engaging older men
Figure 12: Population trends for men, % change 2012-17 and 2017-22
Men more likely to be obese than women
Figure 13: Overweight and obese adults, by gender and age, 2016
Men more likely to see their finances as healthy than women
Figure 14: How respondents would describe their financial situation, by gender, December 2017
Young men prioritise spend on clothes
Figure 15: What extra money is spent on – men, December 2017
Young men tend to write product reviews
Figure 16: Activities done on a desktop/laptop computer, tablet or smartphone (net) in the last 3 months, by demographics, October 2017
Young men favour YouTube
Figure 17: Social and media networks used, by demographics, March 2017
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
Retailers expand into sportswear
Growing jeans market
Menswear adspend grows modestly
Uniqlo is seen as innovative
Superdry most recommended brand
M&S trusted by older men, but seen as boring by younger ones
LAUNCH ACTIVITY AND INNOVATION
New players enter market
Figure 18: Stradivarius menswear collection, February 2018
Figure 19: Mennace menswear collection, February 2018
Retailers expand into sportswear
Figure 20: John Lewis Kin, spring/summer 2018
Growing jeans market
Figure 21: Topman denim campaign, February 2018
Figure 22: H&M Denim, February 2018
Larger-sized menswear
Figure 23: M&S Big and Tall menswear range, April 2017
Department stores revamp menswear
Renewed interest in Made in Britain
Figure 24: John Lewis Made in Manchester, February 2018
Latest menswear collaborations
Figure 25: Erdem x H&M, November 2017
Figure 26: River Island x Blood Brother collaboration, January 2018
ADVERTISING AND MARKETING ACTIVITY
Menswear adspend grows modestly
Figure 27: Total above-the-line, online display and direct mail advertising expenditure on menswear, by advertiser, 2013-17
M&S cuts adspend
Media type
Figure 28: Recorded above-the-line, online display and direct mail total advertising expenditure on menswear, by media type, 2017
Figure 29: Recorded above-the-line, online display and direct mail total advertising expenditure on menswear, by media type, 2013-17
Campaign highlights
Topman joins with Topshop for campaign
Figure 30: Topman denim campaign, February 2018
Figure 31: Topman denim campaign, February 2018
H&M creates film for Erdem collaboration
Figure 32: H&M x Erdem campaign, November 2017
More diverse campaigns
Figure 33: River Island Labels are For Clothes campaign, February 2018
Nielsen Ad Intel coverage
SPACE ALLOCATION SUMMARY
Figure 34: Specialist and non-specialist clothing retailers, estimated space allocation, by men’s, women’s and childrenswear, October 2017
Detailed menswear space allocation
Figure 35: Specialist clothing retailers, estimated detailed space allocation, by category, October 2017
Figure 36: Specialist and non-specialist clothing retailers, estimated detailed space allocation, by category, October 2017
Retail product mix
Figure 37: Leading clothing retailers: share of clothing sales, by product, 2017
Figure 38: Leading clothing retailers, estimated sales density, by product, 2017
Market share by product
Figure 39: Leading clothing retailers, estimated share of menswear market, 2017
BRAND RESEARCH
Brand map
Figure 40: Attitudes towards and usage of selected brands, January 2018
Key brand metrics
Figure 41: Key metrics for selected brands, January 2018
Brand attitudes: Uniqlo is seen as innovative
Figure 42: Attitudes, by brand, January 2018
Brand personality: M&S and Debenhams suffer with boring image
Figure 43: Brand personality – macro image, January 2018
Zara is associated with being stylish
Figure 44: Brand personality – micro image, January 2018
Brand analysis
Online-only retailers
Mid-market fashion retailers
Fashion-focused retailers
Value clothing retailer
Department stores
THE CONSUMER – WHAT YOU NEED TO KNOW
Young men drive sportswear purchasing
Amazon is leading place to buy clothes
55% of men have bought clothes for others
Young men want more representative campaigns
52% of Millennial men wait for discounts
Men will spend more on quality than women
WHAT FASHION ITEMS MEN BUY AND HOW MUCH THEY SPEND
Young men drive sportswear purchasing
Figure 45: Types of outerwear purchased in the last three months, by gender, December 2017
Men spend more than women on clothes
Figure 46: Amount spent on clothes on the last shopping trip, by gender, December 2017
Men aged 25-44 buy only a few new items
Figure 47: Number of items of clothing purchased on their last shop, by gender, December 2017
WHERE MEN BUY CLOTHES
Men shop more at non-specialists
Figure 48: Types of retailers from which men have bought clothes for themselves in the last 12 months, by in-store and online, January 2018
Amazon is leading place to buy clothes
Figure 49: Retailers from which men have bought clothes for themselves in the last 12 months, by in-store and online, January 2018
Next and M&S decline in popularity
Figure 50: Men who have bought clothes for themselves in the last 12 months in-store and online from Primark, Next and M&S, by age, January 2018
Topman loses dominance of youth market
Figure 51: Men who have bought clothes for themselves in the last 12 months in-store and online from H&M, Topman, New Look, Other mid-market fashion retailers and higher-priced fashion stores, by age, January 2018
Men aged 16-34 main clothes shoppers
Figure 52: Repertoire of retailers from which men have bought clothes in the last 12 months, by in-store and online, January 2018
WHO MEN BUY CLOTHES FOR
55% of men have bought clothes for others
Figure 53: Who else men have bought clothing for in the last 12 months, January 2018
42% of women buy clothes for their partners
84% bought clothes as a gift
Figure 54: Clothing purchased for gifting, January 2018
FACTORS THAT WOULD ENCOURAGE MEN TO SHOP AT A RETAILER
Importance of product reviews
Figure 55: What would encourage men to shop for clothing from a specific retailer, January 2018
Young men want more representative campaigns
Next shoppers keen on product reviews
Figure 56: Percentage point difference from the average of factors that would encourage men to shop for clothing from a specific retailer, by retailers from which men have bought clothes in-store and online, January 2018
CLOTHES SHOPPING BEHAVIOUR
52% of Millennial men wait for discounts
Figure 57: Agreement with clothes shopping behaviour, January 2018
Young men interested in delivery promotions
Figure 58: Agreement with statements about clothes shopping behaviour, by age, January 2018
ATTITUDES TOWARDS SHOPPING FOR CLOTHES
Men will spend more on quality than women
Figure 59: Agreement with attitudes towards buying clothes, January 2018
Half of men interested in tailored clothes
Older men aged 45+ do not enjoy shopping in-store
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology
APPENDIX – MARKET SIZE AND FORECAST
Forecast methodology

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