The landscape of men’s fashion in department stores is experiencing a significant transformation. Currently, men’s fashion accounts for 16% of the overall assortment in department stores. However, there is a noticeable shift in the types of offerings available. A recent study conducted by the International Association of Department Stores (IADS), which represents a dozen department stores globally, has revealed that there is a gradual decline in casual and relaxed styles, making way for semi-formal wear. This shift in clothing choices can be attributed to the return to the office despite the prevalence of remote work.
Customers are now embracing a blend of different styles, incorporating suits, casual wear, and sportswear into a single ensemble. This trend, coupled with the need to dress for both the office and social events, has resulted in a complex fusion of elegance and comfort. The concept of “quiet luxury” has emerged, along with new construction techniques. Additionally, there is a growing demand for casual and minimalist styles that are suitable for various occasions, ranging from the office to evening outings. Furthermore, the notion of gender fluidity is gaining traction, with a feminine touch permeating technical wardrobes.
Among different styles, casual wear continues to dominate with a market share of 56%, followed by office wear at 24%. Athleisure is also witnessing an increase in popularity with a 15% market share, while very formal wear is experiencing a decline at 5%. In terms of price ranges, the luxury and entry-level segments have maintained their respective shares of 18% and 10% of men’s segment sales. The premium segment has witnessed growth, reaching 25% and surpassing the mid-range segment, which still represents the largest share at 45% of sales.
Several men’s brands are attracting attention in the industry. Trend agency NellyRodi highlights essential must-haves like Ami, A.P.C., Carhartt, Nudie Jeans, and Isabel Marant. Notable comebacks include Gant, Fursac, and Aigle. Rising stars in the category include S.S. Daley, De Bonne Facture, ERL, and Bode. Promising brands to keep an eye on include Cherry, Ouest Paris, Manastash, Norwegian Rain, and Baziszt.
To showcase their men’s offerings, department stores often rely on pop-up stores or promote ephemeral capsules. These events bring excitement and vibrancy to the aisles of department stores. For example, Manor launched the Lacoste x Netflix collaboration, El Corte Inglés introduced the Disney x Givenchy capsule, Galeries Lafayette hosted the Café du Cycliste pop-up, and Sogo featured the Boss x Looney Tunes alliance.
Regarding online sales, the share of men’s fashion remained stable at 17% of total sales in 2022. However, department stores are implementing initiatives to drive online growth. For instance, Boyner launched Boyner Now, a 90-minute delivery service, while Magasin du Nord expanded its distribution center to offer faster deliveries and more in-store pickup options. El Palacio de Hierro and El Corte Inglés are also increasing the number of references sold online.
In an inflationary economic climate, IADS raises concerns about profitability, particularly when consumers are still seeking discounts and deals. The association emphasizes the importance and challenge of creating the ideal assortment by combining various brands and price ranges.
The evolution of men’s fashion in department stores highlights a shift toward semi-formal wear, a blending of different styles, and a growing emphasis on gender fluidity. As customers return to the office and social activities, there is a demand for a versatile wardrobe that seamlessly transitions from day to night. With the right assortment and strategic initiatives, department stores can capitalize on these trends and cater to the evolving needs and preferences of male customers.
Links relevant to the article:
Retail Dive: Men’s Fashion Puts on a Suit and Tie at Department Stores
Business of Fashion: Gender Fluidity Reshaping the Menswear Market
