Fashion E-commerce

Menswear Trends that every Emerging Fashion Brand must Know About

Men in their twenties and thirties are looking far better than their forefathers did in the same age bracket. It appears as though the modern man is cool, stylish, aesthetically conscious, and comfortable in his own skin. The attire that they choose, be it linen shirts, oversized tees, button-down chambrays, flat-brim hats. Even when they are not making a lot of effort to dress up, they tend to look chic in their athleisure tracks, plain shirts, and sneakers. Here are the four reasons that could have caused this switch from a guy who didn’t give a damn what he looks like, to a guy who does.

Easily available free information: The modern man is making better choices than his predecessors, be it the clothes that hang on his back or the diet he prefers to fit neatly in those clothes. Jian DeLeon, senior menswear editor for trend forecasting company WGSN explains that menswear is in a very transitional phase currently. “We’re witnessing a fascinating, exciting, very specific moment, a “choose-your-own-adventure time of menswear, where guys are letting their freak flags fly,” The stores opening across America are a testimony to this fact.

The common man on the street now recognizes fashion bloggers and influencers: Menswear was confined to the few who felt the ripple effect of current trends, but in the last few years there is an active online dialog about fashion, that can be heard by every man walking besides you, on the street. The online dialog by male fashion bloggers started off by, brand recommendations, sharing dressing tips, facts about the history of clothes and most of it was sprinkled with lighthearted humor. I am referring to blogs like Ask Andy About Clothes and The Sartorialist and Four Pins. Expert While this phase did raise the consciousness of the layman about clothing, the phases that followed were the ones responsible to make the modern man completely meticulous about his grooming and appearance.

Enter Instagram! With Instagram began the golden era of male bloggers, but this time they weren’t interested in flaunting their knowledge about fashion’s  history or writing page long blogs about certain trends. The new version of the male influencer is a guy who is often drop dead gorgeous, almost supermodel like. He is interested in a more professional approach to blogging, brand collaborations and making a profitable business out of blogging. Think blogs like My belonging and I am Galla.

The lazy man who loves Online shopping: The global menswear market is growing swiftly, from $29 billion in 2015 to an estimated $33 billion by 2020. Retail analysts have observed that the common man is spending more and more of his disposable income on clothes. Men have started developing an individual sensibility for clothes and have no qualms in spending $200 on a pair of denim or $100 on a tee. They are habituated to expecting a certain high quality in clothing that higher price points of clothing offer.

If asked, most of them reply that they would never downgrade on the quality of clothes after having experienced the fitting, durability and the overall look of cheaper fast fashion alternatives.  “It’s not an age thing or a generational thing. Men have integrated style into their lives in a way that we haven’t seen in a long time,” says Michael Hainey, executive director at Esquire.

Slow and steady doesn’t win the menswear fashion race: The speed at which fashion brands can make runway trends available to the marketplace plays a large role in determining success. Men are not keen to wait for clothes that they see on runways, also by the time the runway trends are available to purchase, a newer trend has already taken over. “Guys, at their core, are going to remain a pretty lazy species, they are going to do whatever is in the path of least resistance,” says Andy Dunn CEO of Bonobos. The success of Bonobos, who successfully sold a million pairs of chinos, has increased the number of brands preferring ‘direct to consumer models’.

Thus there is a need for menswear business models that will adapt to the current needs of their customers and also make the process of online shopping as easy as possible, for the typical lazy man. WGSN’s Jian DeLeon sums it up well “Modern masculinity is knowing yourself enough to know what you value and carving space out for that style”.

 


About Author

Deepika-I-Love-Fashion-RetailDeepika Rochlani
Deepika is ILFR’s Marketing Expert and oversees various marketing functions, including Brand Positioning, Social Media, Influencer Marketing, and Content Marketing.

 

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