Men'S Wear Market Is Better Than Women'S Wear.

　　 Fashion culture inclining to men's wear

The global attitude towards masculinity is improving. The definition of real "man" becomes broad, vague and open. Traditionally, male figures are male chauvinism, usually keeping distance with women. But this stereotype has collapsed over the past 20 years. The weakening and disappearance of male patriarchal system has changed men's cognition of self identity, and they have begun to embrace fashion and fashion. At present, fashion culture has begun to tilt towards men's clothing on a large scale. Indeed, with modern musicians, actors, sports stars becoming more and more concerned about fashion trends, and cross-border cooperation with various international fashion groups, men's fashion has been integrated into the mainstream.

Men today are generally conscious of fashion and sensitivity. They spend more on clothing than women, such as shoes. Contemporary men are much more sophisticated than men before. They are not disturbed by buying modern, fashionable clothes, and are afraid of being incompatible with people around them.

　　 The development of Internet plays an important role.

In some ways, the development of Internet has played an important role in the development of men's wear market. In the past, men's fashion attitude was derived from fashion magazines like GQ or Esquire. Today, everyone can see how people around the world wear their collocation, understand different styles of brands, and buy them more conveniently. Male shoppers usually feel sick and spend a lot of time shopping. The development of e-commerce can solve this contradiction effectively. Consumer research firm Mintel reported that 1/3 of men would choose to shop online. This explains why some of the online platforms for men's wear (such as men's suits, shirts, trousers and custom shoes) have been established at the beginning of their development.

　　 The most important driving force for emerging market or menswear development

In fast-growing emerging markets such as China, because men generally have strong purchasing power, they may be the most important driving force for men's fashion development. Gildo Zegna, chief executive of Emenegildo Zegna, said that more than 90% of sales came from abroad, and the Chinese market ranked first among export commodities, followed by Europe and the United States. Ermenegildo Zegna is the world's largest luxury brand for men's wear and has more than 500 franchised stores. Its key sales growth comes from important tourist destinations in Hongkong, Macao, the Middle East, and Europe and the United States, where most of the tourists from China, Russia and Brazil are likely to visit.

　　 Luxury brand Expand men's wear product line

Due to the growth of market demand, many luxury brands have begun to vigorously develop men's wear production lines, which are mainly reflected in the expansion of product lines and the establishment of men's wear shops. Hermes, Lanvin Gucci, Ralph Lauren and Dolce&Gabbana are examples of brand new men's wear shops in recent years.

In addition to the above, Prada, which has been focusing on women's wear, has announced that it hopes to double the sale of men's clothing to 1 billion 500 million euros in the next 3 to 5 years. On the basis of the existing more than 30 men's independent stores, the stores will be expanded to 50. With the reduction of demand in the Chinese market, they hope to further expand the market and bring it back to the two digit growth rate.

Special attention is paid to her rival Kering group and LVMH in their respective luxury men's brand Brioni (Kering Group acquired in 2011) and increased investment on Berluti. LVMH invested $135 million to transform Berluti's tailor-made brand to a mature menswear luxury brand. Now it is mainly responsible for Antoine Arnault, the son of LVMH chairman Bernard Arnault.

　　 Professional men's wear Brand upgrade shop image

There was a rumor that Richemont would sell several brands with poor long-term performance. Now he is planning to reduce the fashionable brand of business and focus on several men's clothing, especially for Dunhill. Dunhill is like a sleeping giant. It has enormous potential. It has historical accumulation, expert team and practical experience. Now the design director John Ray has combed and updated the brand's focus and new products. At present, the brand has also achieved good sales performance. This year's sales increased by 1 billion 700 million euros compared with the same period last year. The brand's latest plan also includes a new appearance of important retail space, and shops will adopt new design concepts.

　　 Light luxury brands enter men's wear field

In the United States, although Coach's recent focus has been on leather products and women's clothing, the company's men's clothing business has also steadily increased. This year, it is expected to exceed US $700 million, and sales will reach US $10 in the next 3 to 4 years. Michael Kors, a brand luxury brand that focuses on women, has set a similar goal. John D. Idol, the brand executive, said the company will play an important role in the men's clothing business in the next two years. In addition, Tory Burch also plans to enter the field of men's wear.