YUMMY= Great Potential For Urban Mens Fashion Consumption

Luxury in Europe and America

The mainstream population has changed from middle-aged women to young, wealthy and aspire to gentlemanly spirit. They have a standard appellation called YUMMY.

Men's psychological and mental changes will affect the trend of fashion industry. Men's clothing products will also develop towards more diverse directions. China's men's clothing brands should seize this opportunity.

How many potential can "gentlemen" be sold?

In the latest movie Kingsman, the elegant Colin Firth has become a hot spot for men's clothing brand marketing.

However, whether the gentleman's fashion can affect the men's wallet is a question mark.

In fast-paced urban life, orthodox suits and Oxford leather shoes are not the fashion that most people chase on the streets.

Domestic men's clothing brand is willing to take the "gentleman" this free ride to do marketing, precisely confirms the human nature: what you chase is often the most lacking.

Just like in the movie, gentlemen and royalty can not be separated from each other. As a specific class, the cultural and spiritual connotation of a gentleman can be inherited and carried forward, but it is bound to exist in a small scope.

Correspondingly, from the perspective of consumption, because of the lack of the spirit of the brand in the spirit of the brand, it seems like a trick to take advantage of the trend. But when making clothes and selling products, the domestic men's clothing brands have to face the reality: carefully guard the narrow orthodoxy.

The market is striding forward towards the fashion men's wear.

With the development of economy, the consumption of men's clothing is showing a trend of diversification. The image of a gentlemanly gentleman has widened the gap with the needs of real life. Compared with the suit of suit, the style is free and easy to adapt to the needs of different occasions. This kind of men's clothing is more easily favored by male consumers in today's society.

In Europe and the United States, the evolution of men's clothing style has become a popular trend in the past few years. Big coffee calls it the real "NEW FASHION".

Why are there new consumption trends for men's clothing?

New men's wear

The domestic men's wear brands are keen on a more narrow market, which seems to be against the common sense.

However, according to Daivd Shah, a senior industry expert and the head of fashion magazine "VIEW", the NEW FASHION in European and American male fashion consumption and the consumption appeal advocated by the domestic men's wear brand are actually not contradictory.

In an interview with reporters, Daivd Shah explained: "the trend of fashion in Europe and the United States needs a process in the East. Asian men, including Chinese men, are still willing to wear large formal suits and serious neckties. This does not mean that the fashion consumption trend of men's clothing in China runs counter to the trend, because society needs men to dress like this, so there is still a market for such products."

In Europe and the United States, with the slow pace of social and economic development, the unemployment rate of men has increased year by year. At the same time, there are more and more job opportunities for women with good educational background.

Especially during the "economic depression" of the past 5 years, the number of men who lost their jobs is increasing. No matter family status or social status is much worse than before, men are confused and how should they position themselves?

The positions and titles of male employees in a company are no longer so important.

Men change their jobs every two or three years instead of keeping them as a lifetime post.

Daivd Shah also exemplified the changing roles of men in society.

David Beckham (David Beckham), Bruce Willis (Bruce Willis) and Brand Pitt (Brad Pitt) all these stars who had appeared in tough men all became "soft". They preferred to show people that they were the father of a child, not just the heroes on screen.

In the news reports, the stars have more children out of the street, and they often see Beckham taking children to see the show.

Daivd Shah said, in fact, this is a new image that men are willing to set before the public, showing the side of returning to family life.

It is because of changes in social relations that men have more time to consider their personal problems, such as thinking about how to dress up, how to make themselves more attractive, and spend money on improving the quality of life rather than being completely crowded with work.

Therefore, the trend of male fashion in Europe and the United States has changed from a serious gentleman to a more urban lifestyle.

　　

YUMMY

How to affect men's wear market

In recent years, the above changes in male fashion consumption have become the mainstream trend in European and American countries, but in China, this trend is slowly emerging. Daivd Shah even believes that this phenomenon contains enormous consumption potential. The change of male fashion consumption demand will bring new market growth points for more brands.

HSBC retail market experts also released a similar Market Research Report: the mainstream population of luxury goods market in Europe and the United States has changed from middle-aged women to young, wealthy and aspire to gentlemanly spirit. Therefore, the number of stores dedicated to male consumption is increasing, and men's shop windows are becoming more and more beautiful.

In the Occident fashion world, this group of urban males also has a standard appellation called YUMMY, that is, the abbreviation of Young Urban Male MY.

Daivd Shah said that in the past, it had been advocated to wear different clothes on different occasions, but now this orthodox fashion concept has been recognized as Old Fashion in fashion.

With the accelerated pace of urban life, people's time has become very valuable, so YUMMY's hobby has led to the new trend of fashion consumption. Instead, it is more popular to satisfy the comfort products of different occasions and functions.

Due to social and economic development, men's psychological and mental changes will affect the trend of fashion industry, and men's clothing products will also develop towards more diverse directions.

Daivd Shah believes that China's men's clothing brand should seize this opportunity.

stay

The lines of ready-made garments will become more cultured and colourful, and women's clothing will begin to be masculine.

This cross sex design has created a boom in the fashion industry.

Daivd Shah believes that in Asia, the trend led by YUMMY will soon be apparent, because in terms of body shape, Eastern males have smaller profile and less muscular lines than Western males.