Table of Contents
Overview
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- What you need to know
- Products covered in this Report
Executive Summary
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- The market
- Menswear grows by 2.8% in 2016
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- Figure 1: Best and worst case forecast of UK sales of men’s outerwear, 2011-21
- Decline in young men poses a threat
- Rates of obesity jump among young men
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- Figure 2: Overweight and obese adults, by gender and age group 2014 and 2015
- Companies and brands
- Standalone menswear stores
- Menswear advertising expenditure falls
- Next and M&S highly trusted
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- Figure 3: Attitudes towards and usage of selected menswear brands, August 2016 and February 2017
- The consumer
- Men aged 16-44 drive sportswear sales
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- Figure 4: Types of clothes men have bought in the last three months, December 2016
- Next overtakes M&S in popularity
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- Figure 5: Retailers from where men bought clothes for themselves in-store or online, December 2016
- Pureplays seen as catering for different sizes
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- Figure 6: Attributes associated with types of retailers, correspondence analysis, December 2016
- Young men want frequently updated clothes
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- Figure 7: Improvements desired at retailers where men usually shop, December 2016
- Young Millennials drawn to delivery pass for fashion
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- Figure 8: Interest in innovations when shopping in-store and online, December 2016
- Demand for more representative models
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- Figure 9: Agreement with attitudes towards shopping for fashion, December 2016
- What we think
Issues and Insights
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- What has been driving sales in the menswear market?
- The facts
- The implications
- What are the opportunities for further growth?
- The facts
- The implications
- How can the sector encourage purchasing among older males?
- The facts
- The implications
The Market – What You Need to Know
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- Menswear grows by 2.8% in 2016
- Menswear to reach £16 billion by 2021
- Decline in young men poses a threat
- Looking towards an ageing male population
- Rates of obesity jump among young men
- Men more confident about finances than women
- Men prioritise leisure over fashion
- Smartphone ownership peaks among men aged 25-44
Market Size and Forecast
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- Menswear grows by 2.8% in 2016
- Menswear growth impacted by discounting
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- Figure 10: Best and worst case forecast of UK sales of men’s outerwear, 2011-21
- Menswear to reach £16 billion by 2021
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- Figure 11: UK sales of men’s outerwear at current prices, 2011-21
- Forecast methodology
Market Drivers
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- Decline in young men poses a threat
- Rates of obesity jump among young men
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- Figure 12: Overweight and obese adults, by gender and age group 2014 and 2015
- Men more confident about finances than women
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- Figure 13: How respondents would describe their financial situation by gender, January 2017
- Men prioritise leisure over fashion
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- Figure 14: What extra money is spent on by gender, January 2017
- Smartphone ownership peaks among men aged 25-44
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- Figure 15: Ownership of smartphones, laptop computers and tablet computers, males by age, September 2016
Companies and Brands – What You Need to Know
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- Standalone menswear stores
- Plus-size collections target new consumers
- Clothing specialists get active
- Menswear advertising expenditure falls
- H&M has best reputation
- River Island is seen as stylish
- Next and M&S highly trusted
Launch Activity and Innovation
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- The rise of standalone stores
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- Figure 16: Whistles menswear store, London 2016
- Tapping into the streetwear trend
- Pureplays move into physical retailing
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- Figure 17: The Idle Man store, London 2016
- Why Buy?
- Department stores up the ante
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- Figure 18: Harvey Nichols menswear department, London 2016
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- Figure 19: Harvey Nichols Project 109 department, London 2016
- Getting Personal
- New players in the market
- Plus-size collections target new consumers
- Inclusive Campaigns
- Clothing specialists get active
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- Figure 20: River Island Active menswear, 2017
- The high-street goes premium
- Improving the in-store experience with data
Advertising and Marketing Activity
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- Menswear advertising expenditure falls
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- Figure 21: Recorded above-the-line, online display and direct mail total advertising expenditure on menswear, 2012-16
- M&S is the biggest advertiser
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- Figure 22: Recorded above-the-line, online display and direct mail total advertising expenditure on menswear, by advertiser, 2012-16
- Press advertising continues to dominate
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- Figure 23: Recorded above-the-line, online display and direct mail total advertising expenditure on menswear, by media type, 2016
- Figure 24: Recorded above-the-line, online display and direct mail total advertising expenditure on menswear, by media type, 2012-16
- Campaign highlights
- Mr Porter’s launch on Apple TV
- The Idle Man receives Channel 4 investment
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- Figure 25: The Idle Man #StyleMadeEasy campaign, 2016
- Rag & Bone’s campaign stars 65-year-old Mark Hamill
- John Lewis partners with Jim Chapman
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- Figure 26: Chapman & Lewis present vol 1: summer – holiday, 2016
- Nielsen Ad Intel coverage
Space Allocation Summary
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- Figure 27: Specialist and non-specialist clothing retailers, estimated space allocation by men’s, women’s and children’s wear, October 2016
- Detailed menswear space allocation
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- Figure 28: Specialist and non-specialist clothing retailers, estimated detailed space allocation by category, October 2016
- Figure 29: Specialist and non-specialist clothing retailers, estimated detailed space allocation by category, October 2016
- Retail product mix
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- Figure 30: Leading clothing retailers, share of clothing sales by product, 2016
- Figure 31: Leading retailers of clothing, estimated sales mix, 2016
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- Figure 32: Leading clothing retailers, estimated sales density by product, 2015/16
- Market share by product
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- Figure 33: Leading clothing retailers, share of product markets, 2016 estimates
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Brand Research
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- Brand map
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- Figure 34: Attitudes towards and usage of selected menswear brands, August 2016 and February 2017
- Key brand metrics
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- Figure 35: Key metrics for selected menswear brands, August 2016 and February 2017
- Brand attitudes: M&S attracts shoppers with customer service
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- Figure 36: Attitudes, by menswear brand, August 2016 and February 2017
- Brand personality: Moss Bros suffers with tired and boring image
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- Figure 37: Brand personality – Macro image, August 2016 and February 2017
- River Island is seen as stylish
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- Figure 38: Brand personality – Micro image, August 2016 and February 2017
- Brand analysis
- Value: H&M, New Look and Primark
- Fashion: River Island, Topman and Zara
- Mid-market: M&S, Next and Moss Bros
- Online-only: Asos
- Premium: Ted Baker
The Consumer – What You Need to Know
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- Men aged 16-44 drive sportswear sales
- Next overtakes M&S in popularity
- Pureplays seen as catering for different sizes
- Young men want frequently updated clothes
- Demand for delivery pass
- More representative male models
- Male 25-34s willing to pay more for made in Britain
What Fashion Items Men Buy
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- Men buying more outerwear
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- Figure 39: Types of fashion items bought in the last 12 months, December 2016
- Men aged 16-44 drive sportswear sales
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- Figure 40: Types of clothes men have bought in the last three months, December 2016
- Young men spend more than young women on clothes
Where Do Men Buy Clothes?
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- Next overtakes M&S in popularity
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- Figure 41: Retailers from where men bought clothes for themselves in-store or online, December 2016
- Figure 42: Men who bought clothing for themselves in the last 12 months from Primark, Next and M&S, by age group, December 2016
- Supermarkets grow in popularity among 25-34s
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- Figure 43: Men who bought clothing for themselves in the last 12 months from Asda, Tesco and Sainsbury’s, by age group, December 2016
- Figure 44: Retailers from where men bought clothes for themselves, net of in-store or online, December 2015 and December 2016
- Young men shop less at young fashion retailers
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- Figure 45: Men who bought clothing for themselves in the last 12 months from Topman, H&M, New Look, other mid-market fashion retailers and higher priced fashion retailers, by age group, December 2016
- Amazon is most popular online for fashion
- Men aged 35-44 become keener clothes shoppers
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- Figure 46: Repertoire of in-store and online retailers from where men have bought clothes in the last 12 months, December 2016
Attributes of Different Types of Retailers
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- Department stores linked to quality and original designs
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- Figure 47: Attributes associated with types of retailers, correspondence analysis, December 2016
- Pureplays seen as catering for different sizes
- Methodology
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- Figure 48: Attributes associated with types of retailers, correspondence analysis, December 2016
What Men Would Like Improved
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- Young men want unique and frequently updated clothes
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- Figure 49: Improvements desired at retailers where men usually shop, December 2016
- Demand for higher quality clothes
- Older men want more consistent sizing
- Millennial men are the most demanding
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- Figure 50: Repertoire of improvements desired at retailers where men usually shop, December 2016
Interest in Innovations
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- Young Millennials drawn to delivery pass for fashion
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- Figure 51: Interest in innovations when shopping in-store and online, December 2016
- Men more interested in personalisation than women
- Eco-friendly fabrics
- Driving purchasing with in-store events
Attitudes towards Shopping for Fashion
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- Demand for more representative models
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- Figure 52: Agreement with attitudes towards shopping for fashion, December 2016
- Male 25-34s willing to pay more for made in Britain
- Millennials use social media for fashion
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- Figure 53: Agreement with ‘Social media sites are a good way of getting inspiration on which clothes to buy’, by generations, December 2016
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Forecast methodology
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- Figure 54: Best and worst case forecast of UK sales of men’s outerwear, 2016-21
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