The Future of the Millennial Middle Class Male Consumer

THE FUTURE OF THE MILENNIAL MIDDLE-CLASS MALE CONSUMER VIEW THE RESEARCH PROCESS HERE @BIJALXSTREETSTYLE_

M A L E

“By 2020, 42% of millennial males will be single.�

FITNESS Figure 8

“I think physical fitness will always be a key point in a measure of masculinity, however I feel the future should look to current famous role models, such as Dwayne John, Terry Crews and John Cena, these are examples of incredibly kind hearted individuals, who definitely show humility, yet are incredibly physically fit as the ideal for masuclinity. �

“My peer groups are built on relationships that go further than just materialistic things such as clothing, hairstyle or the amount of wealth we have. We have a friendship that wouldn’t be altered by a huge change in any of our dress code.”

PEERS

ENVIRONMENT “More than 50% of millennial middle class males will care about sustainable products in the future.”

TECHNOLOGY

“Wearable technology and gym apparel are being more popular, as society is becoming more health conscious then we have been in the past. However I do not believe it will dominate the mainstream fashion industry.�

“Cool is about wanting to feel comfortable in modern life and having clothing that fits their body type.�

COOL

PREDICTIONS The Consumer

‘Cool’

• Single • Prefers comfort over • Has disposable incool come • Is influenced by peers and parents in purchasing decisions • Socially and environmentally conscious

The Menswear Market

Sportswear to Streetwear to Workwear?

Technology

• Positive outlook • Preference for com- • Minority interest in • Optimistic about their fort and sportswear watch or bracelet for financial situation in brands fitness in the near futhe future • Sports is still a signifiture • Cares about what er of masculinity they wear in the future • ‘Throw away’ in relation to shopping habits

The North Face has seen rising interest and most people wear this brand during everyday activities (Meltzer, 2017).

The brand is known for exploring the outdoors the consumer feels like they’re in the Yosemite (Karnezes cited in Meltzer, 2017). This can relate to the importance of masculinity to the millennial middle class male consumer, as hiking in the mountains could link to masculinity due to the connotations of exploring the outdoors and adventure. As well as this, for a garment to be worn everyday is needless to say that it has to be comfort, which can be related to the millennial male new definition of cool.

STREET STYLE

How will the future of menswear differ from today?

REFERENCES Page 2: Images of independent millennial males exploring, to the predicted single lifestyle.

1. [Online Image]. Retrieved November 23 2017 from http://www.theknowhowproject.com/7-simple-steps-start-life-volunteerism/ 2. Cannon, M. (2017) Out to sea photo. [Online Image]. Retrieved November 23 2017 from https://unsplash.com/photos/HtST23ypNEg 3. [Online Image] Retrieved November 22 2017 from http://magazine.seoulselection.com/2017/03/24/dare-to-dine-solo/ 4. Gomez, O (2017). Exploring Kazakhstan. [Online Image]. Retrieved November 2022 2017 from https://unsplash.com/photos/rIqPCwtqP0Q/info 5. Earle, J. (2014) Male tourist enjoying the view in Venice. [Online Image]. Retrieved November 22 2017 from https://unsplash.com/pho- tos/j-PDxMrVyw4 Page 3: Images of millennial males partaking in fitness, as this is key to their future lifestyle.

6. Trysh, K (2017). Dubai workout. [Online Image]. Retrieved November 22 2017 from https://unsplash.com/photos/3cCe37VGDiQ/info 7. Thomas, A (2017). Bike and Never Look Back. [Online Image]. Retrieved November 21 2017 from https://unsplash.com/photos/xb82kEx9FGs/ info 8. [Untitled image of man climbing]. Retrieved November 21 2017 from https://unsplash.com/photos/SR1olUMmveU/info 9. Diouane, N (2017). Outdoor Exercise. [Online image]. Retrieved November 21 2017 from https://unsplash.com/photos/hcJnA6Tvy8g/info 10. [Untitled image of man doing weights]. Retrieved November 23 2017 from https://fitatmidlife.com/starting-your-own-garage-gym/ Page 4: Images of millennial males with peers, because they influence each others purchasing decisions as well as who their ‘social needs’ are met.

11. Coffman, P (2016). Happy young people near fire. [Online Image]. Retrieved November 21 2017 from https://unsplash.com/photos/anV_ zgNDZhc/info 12. Hoovr, A (2017). Info. [Online Image]. Retrieved November 23 2017 from https://unsplash.com/photos/zmv28gRBiO4/info 13. Ferrero, M (2017). Men laughing by green valley. [Online Image]. Retrieved November 20 2017 from https://unsplash.com/photos/TkrRvwx- jb_8/info 14. Jernberg, M (2017). Behind the Scenes. [Online] Image]. Retrieved November 22 from https://unsplash.com/photos/4RmMPd0QJHk/info Page 5: Adidas- trainers from recycled ocean plastic and Nike- trainers from recycled plastic bottles. 17.Biodegradable semiconductor. 19. Lab grown diamonds.

15. Adidas [Online Image]. Retrieved November 19 2017 from WGSN 16. Nike [Online Image]. Retrieved November 19 2017 from WGSN 17. [Online Image]. (2017) Retrieved November 21 2017 from WGSN 18. Espacio, M (2017). Earth lettering. [Online Image]. Retrieved November 20 2017 from https://unsplash.com/photos/H_a57GKWIMI 19. Diamond [Online Image]. (2017) Retrieved November 21 2017 from WGSN Page 6: Technology innovations up to date and in the process of being launched.

20. [Online Image]. (2015) Retrieved November 22 2017 from https://xombit.com/2015/08/primera-camiseta-deportiva-inteligente-llega-al-merca- do-de-mano-de-poloralph-lauren 21. Rum, L (2017). Time to work. [Online Image]. Retrieved November 21 2017 from https://unsplash.com/photos/15YTRXKuJ14/info 22. [Untitled image of bracelet]. Retrieved November 22 2017 from http://www.damngeeky.com/2014/10/10/26138/wristify-wearable-bracelet-heat- er-air-conditioner-wrist.html 23. [Online Image]. (2017) Retrieved November 22 2017 from https://www.menshealth.com/style/google-levis-control-smartphone-denim-jacket Page 7: Feeling ‘cool’ as a means to be comfortable, is far more important than aesthetics to millennnial males in the future.

24. Wilson, H (2017) Keep smiling. [Online Image] Retrieved November 23 2017 from https://unsplash.com/photos/nJHvhXS4C0U/info 25. Anies, D (2016) Man and cellphone. [Online Image] Retrieved November 22 2017 from https://unsplash.com/photos/hDJT_ERrB-w/info 26. Carter, A (2017) Sip Sip. [Online Image] Retrieved November 23 2017 from https://unsplash.com/photos/s19SLYuhAiQ/info 27. Angello, R (2017) Modern age, old ways. [Online Image] Retrieved December 4 2017 from https://unsplash.com/photos/ZmJdQXH1JTQ/info Page 9 28.[Online image]. (2017) Retrieved December 4 2017 from https://www.surfdome.com/the_north_face_-_the_north_face_m_s/s_red_box_tee_-_-250367 Page 10 and 11: Street style images taken in Sheffield.

29. Photographed by Ashley Chivaura.

30. Photographed by Ashley Chivaura.