男人在大街上的消费比以往任何时候都多-时尚零售学院的最新研究

Better clothing designs for men, more styling options and an improved 购物 experience are all helping to drive men’根据 时装零售学院。

去年,男装行业增长了22%,而女性行业仅增长了8%。¹。这项新的研究发现,男性花费高达£在过去五年中,每月也增加了50个².

While the frequency with which men buy clothes both online and in-store has stayed relatively flat over the past five years, an increasing number of men say they enjoy the experience of 购物 much more in that time - and are therefore likely to spend more. 

实际上,对男人态度的最大改变’的衣服在大街上发生。五分之一(20%)的人说,与五年前相比,商店在吸引顾客方面做出了更多的一致努力-而三分之一(34.6%)的商店称赞商店为改善男性店内体验做出的努力。

A further quarter (24.6%) believe that menswear is 现在 better designed, while three in 10 (29.1%) say that there are simply more options for men 现在.

These changes to the 购物 experience mean that men feel more comfortable in high street stores than they did 五年前, with 17.1% saying they are 现在 much happier to shop alone without a friend or partner, or are more likely to go in-store than buy online 现在.

An additional one in 10 (10.2%) men say they 现在 buy their own clothes whereas 五年前, their partner or friend would do it for them.   

Anthony McGrath,博士时装讲师 时装零售学院评论: “多年以来,男性顾客一直被众多零售商所忽视,他们选择专注于非常明显的女性人口,因为他们认为男性根本不感兴趣‘shopping’或增强的店内体验。 

“但是,随着男性消费者的购买习惯和需求的发展,这一观念已经被完全,真正地抛弃了。这在男装销售的大幅增长中发挥了作用,尤其是在去年。 

“有许多促成这一细分市场成功的因素-男人越来越愿意‘push the envelope’在他们的衣服选择上,走出​​曾经被认为是他们舒适区域的地方。这是由零售商推动的,他们正在共同努力,深入了解并真正了解男性顾客的需求,同时确保减少购物体验。 

“结果,男性顾客将不再仅仅是女性顾客的穷亲戚。男人追求自己的零售商场,而商场更直接地满足了他们的需求。另外,为男性购买大量女性成衣的理想无疑是过时的概念,并且理所当然地被排斥在性别刻板印象的领域。”

[1]资料来源:IMRG和Capgemini //www.retail-week.com/fashion/analysis-why-menswear-is-booming-and-how-to-get-it-right/7031026.article?authent=1

[2]受访者被问到:‘请说明您平均每月在衣服(包括鞋子和配饰)上花费了多少,以及五年前的花费是多少。选择最匹配的磅数。’挑选人数‘£1-50’ and ‘now’是54.2%,而数字选择‘£1-50’ and ‘five years ago’ was 51.9%.

评论(0)

添加评论

此主题已停止发表新评论。

社论:+44(0)1892 536363
发行人:+44(0)208 440 0372
免费订阅每周电子通讯