References

Figure 5

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). Page 12 Figure 4 Page 13

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

Figure 7

Figure 6

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

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).

5. Brand Analysis

5.1 Perceptual Mapping

High quality

High Price

5.2 Marketing

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).

Figure 10

Low Quality

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

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.

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STATISTA, 2021. Revenue of the men’s apparel market worldwide by country 2020. Statista Research Department.

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