Menswear Fashion in Middle Apparel Market
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Content 1. Introduction
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2. International market 2.1 Menswear market 2.2 Male consumer
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3. The market environment 3.1 Political 3.2 Economy 3.3 Technology 3.4 Social 3.5 Environmental 3.6 Suatainability
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4. Trends 4.1 Digital influencer campaigns 4.2 Alternative marketing strategy 4.3 Carbon offset program 4.4 Collaborations 5. Brand analysis 5.1 Perceptual mapping 5.2 Marketing
Menswear middle market Name - Rutvi Kale ID - N1042380 Course - BA(Hons) International Fashion Business Module - Contemporary Global Fashion (FASH300) Tutor - Jo O’rourke
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6. Conclusion 7. References Page 2
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Table of Figures
Table of Figures
Cover photo Photo by <a href=”https://unsplash.com/@uyk?utm_ source=unsplash&utm_medium=referral&utm_content=creditCopyText”>Haryo Setyadi</a> on <a href=”https:// unsplash.com/s/photos/t-shirt?utm_source=unsplash&utm_medium=referral&utm_content=creditCopyText”>Unsplash</a>
Figure 7 Edited, 2021. The guide to sustainable sportswear. Figure 8 Photo by <a href=”https://unsplash.com/@nithinambika?utm_source=unsplash&utm_medium=referral&utm_ content=creditCopyText”>Nith IN</a> on <a href=”https:// unsplash.com/s/photos/male?utm_source=unsplash&utm_ medium=referral&utm_content=creditCopyText”>Unsplash</a>
Figure 1 Photo by <a href=”https://unsplash.com/@rayul?utm_ source=unsplash&utm_medium=referral&utm_content=creditCopyText”>rayul</a> on <a href=”https://unsplash. com/s/photos/mens-fashion?utm_source=unsplash&utm_ medium=referral&utm_content=creditCopyText”>Unsplash</a>
Figure 9 Photo by <a href=”https://unsplash.com/@hazardos?utm_ source=unsplash&utm_medium=referral&utm_content=creditCopyText”>Hassan OUAJBIR</a> on <a href=”https:// unsplash.com/s/photos/menswear?utm_source=unsplash&utm_medium=referral&utm_content=creditCopyText”>Unsplash</a>
Figure 2 Photo by <a href=”https://unsplash.com/@princearkman?utm_source=unsplash&utm_medium=referral&utm_ content=creditCopyText”>Prince Akachi</a> on <a href=”https://unsplash.com/s/photos/mens-fashion?utm_ source=unsplash&utm_medium=referral&utm_content=creditCopyText”>Unsplash</a>
Figure 10 Photo by <a href=”https://unsplash.com/@austin_ wade?utm_source=unsplash&utm_medium=referral&utm_content=creditCopyText”>Austin Wade</a> on <a href=”https://unsplash.com/s/photos/menswear?utm_ source=unsplash&utm_medium=referral&utm_content=creditCopyText”>Unsplash</a>
Figure 3 Photo by Johanna Buguet on Unsplash <https://unsplash. com/@johannabuguet?utm_source=unsplash&utm_medium=referral&utm_content=creditCopyText”>Johanna Buguet</a> on <a href=”https://unsplash.com/ collections/-QKnmI3SXC8/twin-publishing-house?utm_ source=unsplash&utm_medium=referral&utm_content=creditCopyText”>Unsplash</a>
Figure 11 Alfonso Segura, 2019. The fashion pyramid of brands. https://fashionretail.blog/2019/03/11/the-fashion-pyramidof-brands/ Figure 12 Photo by <a href=”https://unsplash.com/@dbrandaof?utm_ source=unsplash&utm_medium=referral&utm_content=creditCopyText”>Diogo Brandao</a> on <a href=”https:// unsplash.com/s/photos/menswear?utm_source=unsplash&utm_medium=referral&utm_content=creditCopyText”>Unsplash</a>
Figure 4 Photo by <a href=”https://unsplash.com/@terrellgarnett_?utm_source=unsplash&utm_medium=referral&utm_ content=creditCopyText”>Terrell Garnett</a> on <a href=”https://unsplash.com/s/photos/male-fashion?utm_ source=unsplash&utm_medium=referral&utm_content=creditCopyText”>Unsplash</a> Figure 5 Edited, 2021. Dress for succession- How TV show can revive workwear. Figure 6 Photo by <a href=”https://unsplash.com/@samburriss?utm_ source=unsplash&utm_medium=referral&utm_content=creditCopyText”>Sam Burriss</a> on <a href=”https:// unsplash.com/s/photos/male-fashion?utm_source=unsplash&utm_medium=referral&utm_content=creditCopyText”>Unsplash</a>
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Introduction The report investigates macro and micro trends that impacts the middle market level, it focuses on the menswear sector. Technological advances and sustainability are the most influential factors affecting this market level since pandemic. Due to increasing pressure on shifting consumer behavior, demand for digital availability, and brand performance, brands must prepare for the influential ideas (The state of fashion, BoF, 2021). The report aims to research these factors and brands that are moving forward using various platforms of social media for marketing and working on creative sustainable solutions.
2 International Market The global apparel market is expected to grow from 1.5 trillion USD in 2020 to 2.25 trillion USD by 2025 (Shahbandeh, 2021). Fashion sales regain recovery by the third quarter of 2022, with China leading up to 5 to 10 percent growth in sales in 2021. Due to international tourist being under lockdown, Europe will see 2 to 7 percent drop in sales in 2021(Mintel, 2021). Based on this proof it can be concluded that, despite the Pandemic a majority of brand have performed well.
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2.1 Menswear market Women may still be the biggest fashion spenders but menswear market growth in higher across all fashion segments (Statista, 2020). In global fashion, China surpassed the U.S. as the largest market for men’s apparel in 2020. China, USA, Japan, Germany, and the UK are the top five countries in terms of sales. E-commerce in the U.S. market is expected to grow from 60.2 billion U.S.D. in 2016 to almost 100 billion U.S.D in 2021.
2.2 Male consumer of Middle market Shopping for apparel and the reasons behind a purchase show a variety of logics including clothes, styles and labels as symbols which maintain, express and construct each of consumers multiple identities. (Shan, 2002). Kwon (1987) reported that the concept of male consumption relates to hierarchy and the concept of social status as motivating factors for their purchases.
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3. The marketing Environment 3.1 Political Middle level fashion brands supply products worldwide which requires them to extend the international supply chain and follow political procedures when selling products online (Frue, 2017).
3.2 Economy Despite the lockdown during the pandemic, several brands have restored sales and improved by careful implementation of sustainability and use of technology. Kendra Scott a US jewellery brand transformed the 108 stores into fulfilment centres. Post pandemic, investment in data and analytics is beneficial. Customer insights can help companies redirect investment and strategies into opportunities that will be long lasting. Calculations suggest the industry’s economic profit will decrease by 93 percent in 2020, based on the global fashion market capitalization changes (McKinsey, The State of Fashion, 2021).
3.3 Technology Data suggests that fashion industry has moved forward 5 years of digital adoption in months around the globe, a 20 percent or more annual digital growth is expected in 2021 in comparison 2019 with 30 percent in Europe and the United States (McKinsey, The State of Fashion, 2021). Use of technology incorporated with product advertisement has been introduced across multiple platforms. Amazon developed an algorithm that learns about consumer preferences and fashion style to create similar images from scratch. “Reimagine Retail” a project launched by IBM, Tommy Hilfiger and the Fashion Institute of technology helps retailers equip with skills in AI design. Figure 3
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3.3 Social Unique outfits promoted by artists drawing consumer attention to certain brand and the social culture that surrounds them impact a customer’s fashion choices. Consumers are seeking workwear due to the return and renewal of the boardroom – based TV show with succession’s dressed characters (Edited, 2021). As shown in (figure 5), number of consumers purchasing workwear rose significantly. Shifting consumer demands expect brands to practice ethical practices , increase in importance given to sustainability, and creating a respectable work environment (Sate of fashion, 2021). Consumer and investors are rewarding brands that treat their workers with respect and have a ethical environment, and the relationships that emerge through these practices bring forth accountability and agility.
3.4 Environment Increased consumer awareness in oceans filling up with plastic, effects of fashion industry on landfill and its effects on the environment has forced brands to practice waste management. Bombshell Bay, Melbourne, has launced a swimwear line that uses recycled ocean plastics, and Byron uses Econyl yarn spun from nylon waste in their surfwear (Khandual, 2018). Conserve India, a New Delhi based ethical fashion manufacturer has so far transformed 12,000 tons of waste into wallets and belts which is sold at fair trade boutiques all over the world (Ashoka, 2017). The Label Aeon Row uses recycled yarn to create their line which reduces the environmnetal impact by keeping waste out of landfills by reusing recycled old clothes and revived fabrics in their designs (Khandual, 2018). Figure Page 124
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3.5 Sustainability Fashion is the second most harmful industry with 1.5 million tons of waste (Mahajan, 2012). The most cited opportunity in business is the digital opportunity in e-commerce and sustainability. Where ‘Fashion sustainability’ has gained creditability and having fashion brands to re-think about their business models and switching to more sustainable operation approaches and production techniques (Khundual, 2018). McKinsey survey (2020) states, one of the important factors of consumer purchasing decision is brand’s promotion of sustainability (more than 3 in 5 respondents concurred). Use of sportswear increased during the pandemic with consumer seeking good health and more sustainable clothing options a rise in manufacturing of sustainable sportwear was seen in 2021 (Edited, 2021). And seen in (figure 7) Use of recycled sportswear almost doubled with a increase of 109% more consumer engagement.
“It’s not enough for me anymore that’s it’s a beautiful item. I want to know who made it and where it came from” - Emma Watson
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4 Trends 4.1 Digital influencer Campaigns Brands are aware that they need to connect with consumers to establish relationship, they focus on marketing strategies like supporting charitable organizations or offer eco-friendly fashion choices. The use of digital influencers followed by their market level in promotion their product helps audience to relate more with the product (Khandual, 2018). WORLD boots is marketing using a influencer campaign, that is followed by younger and more digital savvy consumers. They are supporting ‘Soles for Souls’ organization to be a part of noble act which will be a part of brands model (McNeill, 2015).
4.2 Alternative Marketing Strategy
Alternative marketing plans use different media including visual and textual content to make authentic and credible messages to convey to the consumer (Vuruskan and Frohlich, 2012). In “Be Stupid” campaign by Diesel, the brands encouraged consumers to make “rebellious” choices in various forms of communication -press and outdoor advertisements, online campaigns, digital recruitment campaign (2010), and activities (Diesel, 2012).
Figure 8
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4.3 Carbon Offset Program Shipping of product through different transportation methods emits carbon which is harmful for the environment. Svala helps reduce carbon footprint from running the business by calculating carbon footprint from the shipping and then buy carbon offsets to counteract this. Carbon offsets funds projects like planting trees and generating wind, solar and water energy.
4.4 Collaborations Brands collaborate with artisans excelling in traditionally crafted designs to promote sustainable livelihoods. Pagabags, an ethical brands creates bags using woven blends of local cotton threads and recycled plastics bags. It also uses traditional batiks, mud-painted cotton, “woven cloth of the homeland” wax, and non-toxic dyes (Khandual, 2018).
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5. Brand Analysis
5.2 Marketing
5.1 Perceptual Mapping
Due to an increase in use of technology, many brands have adapted to digital advertisement and selling. A total of four types of marketing methods can be identified in the Middle level market: Customer experience marketing, Data-Driven marketing, experiential marketing, and Technology – based marketing (Shapiro, 2015). Adidas supports its online sales through website and social media promotions (Frue, 2017). High quality Figure 10
Low Price
High Price
Low Quality
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5.3 Competitors As shown in (figure 11) the brands under middle level are Guess, Calvin Klein, Hugo Boss, Michael Kors, Coach, Furla, and Diesel. In this Michael Kors moves across segments by selling specific categories or brands to consumers (Segura, 2019).
Figure 11
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References ASHOKA, October 16, 2017, https://www.forbes.com/sites/ashoka/2017/10/16/waste-collection-a-new-frontier-for-the-fashion-industry/#42d082b77149. EDITED, 2021. Dress for succession- How TV show can revive workwear. EDITED, 2021. The guide to sustainable sportswear. FRUE KEISHA, 2017. PESTEL analysis of adidas. https://pestleanalysis.com/pestle-analysis-adidas/
6. Conclusion The Middle level menswear sector has focused on consumer behaviour throughout the pandemic and shaped the marketing strategy accordingly. Most brands have success fully adapted to creating a more sustainable approach, introducing digital marketing and promoting ethical practices through this period of time. Brands such as Adidas, Nike, Zara, Ralph Lauren, and Tommy Hilfiger Have adapted quickly to new consumer demand available resources for the development of their companies which resulted steady yields despite the pandemics effects on sales. Trends like increase in use of workwear, use of influencers in marketing, and fashion choices of younger male consumer suggest that brands need to focus more on menswear section going ahead.
KHANDUAL, A. and PRADHAN, S., 2019, Fashion brands and consumers approach towards sustainable fashion. In: Fashion brands and consumers approach towards sustainable fashion. Fast fashion, fashion brands and sustainable consumption. Springer, 2019, pp. 37-54. KOKSAL, M.H., 2014. Psychological and behavioural drivers of male fashion leadership. Asia Pacific Journal of Marketing and Logistics, . MAHAJAN S.. (2012). Sustainability of green fashion. In International conference: Textiles and fashion 2012 (pp. 1–11). MCKINSEY, 2021. The State of Fashion 2021. pp, 10-15 MCNEILL, L., & Moore, R. (2015). Sustainable fashion consumption and the fast fashion conundrum: fashionable consumers and attitudes to sustainability in clothing choice. International Journal of Consumer Studies, 39(3), 212–222. SEGURA ALFONSO, 2019. The fashion pyramid of brands SHAHBANDEH M., 2021. Global apparel market – statistics and facts. SHAN, L. T., 2002. A study of customer’s self and purchasing behaviour in fashion brand image marketing. Hong Kong: The Hong Kong Polytechnic University SHAPIRO TOM, 2015. 4 Effective marketing strategies for middle market companies, https:// www.middlemarketcenter.org/expert-perspectives/4-effective-marketing-strategies-for-middle-market-companies STATISTA, 2021. Revenue of the men’s apparel market worldwide by country 2020. Statista Research Department. SVALA, https://svala.co/pages/about-us. VURUSKAN, A., & FROHLICH, J (2012). Alternative marketing strategies in commercial eco fashion. pp.126–130. http://dergipark.gov.tr/download/article-file/275396.
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