Menswear Market Insights: S1 Trends and Strategic Growth

The Insights Behind the Menswear Market Ranking

The menswear fashion market has undergone a significant transformation over the past decade, becoming increasingly relevant in the industry According to an article by The Business of Fashion, Euromonitor projects that menswear will grow faster than womenswear over the next few years, expanding to $547.9 billion by 2026. ​​This rapid growth is particularly noteworthy in the post pandemic era. While the period posed significant challenges, it also set the stage for an accelerated recovery and renewed interest in menswear. This resurgence underscores menswear's dynamic nature and its burgeoning importance in the fashion world.

Key events such as Menswear Fashion Week and Pitti Uomo, held in June, are pivotal in driving this growth. These events are not merely showcases but are crucial in setting industry standards, product releases, innovations, and collaborations that shape the future of menswear. They offer unparalleled exposure, helping spark conversations around new and emerging trends, which are adopted by other brands within the sector. The visibility and prestige associated with these events, along with influential voices amplifying their impact, drive the sector’s growth and ensure that menswear remains at the forefront of fashion’s dynamic landscape.

As major trends are set by these events, it is essential to examine how other brands within the industry are stepping up their strategies, engaging with their audience, and driving awareness. Our performance analysis of five menswear brands during the first half of 2024 revealed five key insights:

• While influencers have mastered content creation to engage their audience, identifying those who genuinely resonate with their followers is crucial for driving brand awareness effectively. Influencer Parker York Smith, known for his styling advice, generated $683K Media Impact Value® (MIV®) for Todd Snyder across 19 placements and $166K for Bonobos from a single placement.
• Campaigns featuring celebrities are particularly effective when amplified across various voices and channels. For example, celebrity Sterling Brown’s campaign for Todd Snyder was featured in media outlets such as Esquire and WWD, while the actor himself garnered $156K MIV for the brand.
• Using owned media is a powerful way to directly connect with consumers and drive conversation. Celio excelled at this, generating $3.8M in MIV through its channels in France and India, with Celio India showing higher content efficiency as the average MIV per placement was greater.
• Launching collaborations with influencers whose content appeals to the target audience has proven successful for Celio. The brand released a collection with GMK001, a leading car content creator. The collaboration was widely amplified by Celio’s owned media and through the influencer who reached the top Voices by driving $1.9M in MIV across 4 placements.
• Driving engagement through promotion during significant and global campaigns, like Father’s Day, boosts awareness and exposure. Psycho Bunny’s top influencer, Nash Grier, garnered $261K MIV for the brand during this campaign.

Keeping abreast of major events like fashion weeks and trade fairs is key, but understanding the winning strategies, partnerships, and collaborations behind menswear brands is imperative to stay relevant in this ever-growing category. As the industry continues to evolve, it is crucial for brands to strategize ahead with data-driven insights to ensure success in the coming semesters. Discover where your brand stands today and unlock its full potential.