Women Always Love The Opportunity To Wear Boys' Clothes. Can You Hold Them?

According to the world clothing and shoe net, Le Bon March e, a well-known Paris department store, just introduced the concept of Le Vestiaire Vol e aux Hommes (meaning "the fitting room stolen from boys") just a few years ago.

The men's clothing sales area is added to the floor, which directly sells to men's clothing products for female customers.

Jennifer Cuvillier, fashion director and fashion director of the department store, said: "this is done to create chaos in the ladies' floor and introduce fresh elements."

At first, he introduced 10 Ami, OAMC, Officine G, N, rale and so on.

Brand, product size adjustment for women wear.

When the new concept was formally introduced in September 2015, the turnover of the sector increased by 15% over the same period last year.

Women have long been the key to the success of men's wear market, partly because they often choose enough clothes for male partners, at least they will also affect their shopping.

In fact, the author of Why She Buys:The New Strategy for Reaching the World "s Most Most World" ("why she bought it: touches on the new strategy of the most influential consumer group in the world"), in her compilation report, points out that a number of studies believe that women dominate 70% to 80% of US consumer spending, while 75% of women think they are responsible for the family's main shopping responsibilities.

Le Ponte Marcel's Le Vestiaire Vol e aux Hommes menswear retail area

Despite the fact that women have always loved to wear "boys' clothes for many years", Le pont mash is one of the first retailers to sell men's clothing to women. Now the attractive graphics, size and unique texture of Instagram are attracting more and more attraction to them. These are all the characteristics of men's wear products.

"For women, there must be a perfect men's coat and men's shirt in the wardrobe," Cuvillier said. "Women are more and more interested in men's clothing, and also have something to do with the evolving gender concept of the public."

It can't be provided now. "

According to market research firm Euromonitor International, women play a more important role in the fast-growing global men's wear market. The global men's wear market now occupies 40% of the apparel industry as a whole, and it is expected to reach 438 billion dollars by 2020.

The growth rate of the global men's wear market is also higher than that of the women's clothing market. In the next 3 years, the men's wear market will grow at a compound annual growth rate of 1.5% (CAGR), while the women's clothing market will be 1.3%.

Retailers such as Ssense, MatchesFashion, KM20 and other influential retailers are now using new business opportunities to sell women's clothing brands such as Raf Simons, Craig Green, Wales Bonner and other men's clothing brands to get rid of competitors.

"At the end of the day, our buyer team often runs to the men's showroom to pick products," said Brigitte Chartrand, purchasing director of Ssense ladies' clothing. Since 2014, the retailer has provided men's clothing products for female customers. "After deciding this strategy, women's clothing buyers always keep in mind that they should integrate into men's wear products when selecting goods."

Chartrand believes that the growth of this particular category is related to the concept of "gender mobility", which helps define many of the most popular men's clothing brands nowadays.

In Ssense, many female customers tend to buy Street Style Men's clothing, especially from Off-White, Raf Simons and Martine Ross, while most of Gosha Rubchinskiy's products are sold out in two days.

Chartrand also said: "the first time we introduced A-Cold-Wall* to female customers, we just made an exclusive capsule series, which included products suitable for men and women."

But despite the change in consumer attitudes, today's most influential men's brands, which also win a large number of female fans, such as Supreme, Palace and Ami, have not yet made women's dresses.

"Ami is a men's wear brand and is not designed for women.

But we found that women shoppers came to the store to buy clothes very early, "said Nicolas Santi-Weil, chief executive of Ami, and thought that the French cool feeling of the brand attracted female customers.

"At the very beginning, we thought that in all sales, female customers probably finished 20% of them, but it's hard to say, because you never know whether she is wearing clothes or buying clothes for her partners.

Since we started digitization, data is more complete. Now we have observed that the proportion has increased to about 35% to 40%.

In Korea, the market is even close to 50%.

For Ami, joining Le VestiaireVol e aux Hommes of Lok Marshall is very natural.

But some men's brands are hesitant to sell men's clothing directly to your female consumers.

Kanye West, Lady Gaga's former co-author and new fashion brand Alyx founder Matthew Williams said: "this is not what I think about when I design the product, nor is it something I will pay close attention to in the future.

We do find women continue to buy men's clothing and men buy our women's wear.

I think we are all attracted by excellent design, not having much to do with sex. "

Some brands are introducing a complete series of women's clothing to meet market demand.

Off-White saw the purchase of the menswear code for women, which launched the women's clothing series in 2014 spring and summer.

Just 2 years ago, the company accounted for only 10% of the company's revenue.

According to brand founder Virgil Abloh, women's clothing business will bring 50% of the company's revenue this year.

Ssense's female model shows Raf Simons men's wear.

In December 2015, New York store Kith, a highly respected minority group, introduced a 400 square feet of women's clothing space, called Kith Women (Kith dress), and invited opinion leader Emily Oberg to be the creative leader.

Paris based contemporary brand tudes Studio also followed its steps in June 2017. In October last year, Ami released the first women's dress series with the 24 S vres vres of its LVMH platform, inspired by Ami's most representative menswear style.

Santi-Weil said that the next step may also be the introduction of a fixed line of women's wear products.

Looking forward to women's clothing brand may also encounter some challenges.

In contrast, men tend to repeat the same product and brand repeatedly, while women's buying behavior is more affected by season and trend.

Orley, Band of Outsider and other brands have introduced women's products line, but the business is bigger, it is more difficult to maintain.

What's more, female customers are attracted by men's clothing, which is also related to the mood of "stealing boyfriend's clothes."

Pedro Aguilar, an international fashion and beauty analyst, said that despite the challenges of size and so on, men's clothing brands should continue to have opportunities to communicate with female customers.

First of all, retailers can assign specialized space in the store to encourage consumers to explore both men's and women's wear products simultaneously.

In March 2015, London department store Searl Foridge (Selfridges) launched a focus on shopping experience, free sex and gender flash space, called Agender; later this March, the 3000 square foot "revolutionary neutral retail experience" The Phluid Project will open in Manhattan, New York, and the "sex mobility" fashion series of Levi, s, Champion, Gypsy Sport and other brands.

Trend Forecast Ltd WGSN senior menswear editor Nick Paget said, "I think there will be more men and women gathered there to share very similar important single products."

The strategy that the store will adopt will include the display of female models in the Catalog Book and the size of the same size.

Paget added, "people are still not familiar with this field.

Each brand is looking for their unique way to attract female customers.

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