Middle Aged Male Consumers Dominate Male Fashion Market Outbreak

U.S.A Fashion brand Coach recently held a company wide market development conference, which divided the market development male groups into two categories. One is the ordinary salaried class, the other is the "fashionable vanguard man" with a portable orange bag, wearing a tight shirt and wearing leather shoes with bare feet. Taking men as a market development group is due to fashion. Sensitive The number of men is increasing substantially. This year, sales of the male business unit increased by more than 1 times to 200 million US dollars.

Although self-image is not something new, this trend is beginning to create new markets for fashion and cosmetic companies. The "male fashion market" is expanding rapidly.

The same is true in Korea. In the past, some of the fashion industry practitioners and marketers grew up in the market, and recently targeted at the general male population. Not only did male cosmetics shops appear, but also men's fashion counters appeared in department stores.

Korea ranks first in the world of men's skin care products.

In July this year, Google South Korea and male cosmetics brand Lang Shi jointly held a "masculine dress class" as a welfare for employees. Less than 30 minutes after the announcement, the number of applicants exceeded the quota. So Google Korea decided to hold it again in the short term. The company official said, "I didn't expect so many men to care about dressing up."

South Korea's male skin care market ranks first in the world. In 2010, Korean men spent 284 million 600 thousand euros on skin care products (toner, lotion, etc.), accounting for 18% of the global market, according to the international market information agency Euromonitor.

According to industry sources, the consumption of Korean men's cosmetics, including make-up, hairdressing and health care products, increased from 470 billion won in 2006 to 800 billion won last year, and this year is expected to exceed 1 trillion won.

In addition, there has also been a good place for men's beauty service. Korean cosmetics company Emily Pacific Group opened a male skin, scalp management and cosmetics store "MAN STUDIO" near Hongyi University. There are about 1000 passengers on weekends. After opening last March, sales increased by more than 20% over the same period last year. The Riverside hotel opened a male SPA at the end of 8 this year. Customers can receive health checks from Korean doctors at the same time, and perform beauty and massage at the same time.

Middle aged men dominate the market

In the past, male fashion was mainly dominated by young people aged two or thirty, but the middle class of four or 50 years old has become the main force of brand awareness. Leon, a Japanese maturing male magazine targeting four and 50 year olds, is popular in Han Guoguang, and even a new word "new Leon" has been introduced to praise the more than 50 year old man who carefully manages himself and looks young.

Thanks to the surge in male consumption, the male fashion market in Korea has surpassed that of the female market. In 2005, the men's and women's clothing market sizes were 4 trillion and 500 billion won and 6 trillion won respectively, but by the end of last year, the size of the male fashion market reached 7 trillion and 270 billion won, which exceeded the size of the female fashion market (7 trillion and 100 billion won).

Senior suits and watches become the main force for the reversal of the scale of men's and women's fashion market. IWC sales in Switzerland rose from 1 billion won in 2006 to 50 billion won last year, to 50 times in 5 years. Sales of Italy leather bag brand Pined (Pineider) climbed all the way to Korea last year. Italy headquarters production leader also came to South Korea to investigate why they sell so well. LUIGI COLOMBO, a senior fabric and clothing company in Italy, recently entered Shilla Hotel shopping malls aimed at Korean advanced consumer customers. Although the price of a scarf is above 10 million won, it is still popular among men.

According to the analysis, the four or 50 year old men in South Korea pay attention to their image because they try to emphasize the psychological function of "vitality remaining". "The four and 50 year old baby boomers have been living in the competition through their crowded classrooms and many economic slump," said Mr. Kim, Chief Commodities planner of MD group, Lotte Department store. Now, as we enter retirement age, we are competing again in image management. Market development for middle-aged people is very active.