What Label is that? Will Men Buy The Same Brands Their Girlfriend Wears?
The menswear market is growing. Faster then women’s. Will today’s average guy be willing to slap his girlfriends label on his shirt? We’re betting the average guy doesn’t know who Michael Kors or Tory Burch is. And those that do are willing to put on whatever their wife or girlfriend buys them, just so long as they don’t have to go to the mall to try it on. The upscale men’s fashion market in the US is small. For all the blogs and TV coverage about fashion, most men don’t care. They want basics that make them look like they belong. Most men don’t want anything that is going to stand out to much and the smaller percentage that do, don’t want to be to loud and overstated. Just look good and have a dash of something that will garner a compliment. Sure there will always be a small fashion forward market and yes, it will generate billions for the luxury houses and brands that capture it but it will still make up a small percentage of the menswear sold. And for today’s shorter man, forget it. The odds of any of the major fashion brands catering to us is slim to none. Perhaps if you are extra lean and closer to the 5’7″-5’8″ mark you can squeeze into a small, otherwise you’re out of luck.
NEW YORK, United States — When Michael Kors’ 22,000-square-foot flagship opens at 520 Broadway in Soho this December, there will be a floor dedicated to accessories and fragrances, another to women’s fashion and shoes and another, entirely stocked with menswear, kicking off the multi-billion-dollar brand’s foray into the men’s market. “From there, we will begin to test free-standing men’s stores next year and believe that there may be the potential for as many as 500 men’s stores worldwide over the long term,” said Michael Kors chairman and CEO John Idol on an earnings call in August. The company projects its men’s business will generate $1 billion in revenue by 2017.
By Lauren Sherman, Dec 15, 2014 at Business of Fashion.