Zegna: Sheer growth in menswear
In the last year, the world has seen a surge in the menswear market. Once only mentioned in passing in the world of fashion, men?s apparel is now outgrowing women?s across key markets.
Brands are both chasing and leading the ?Menaissance,? playing catch-up with increasing demand and leading it through massively increased ad spend.
Traditional women?s design brands from Stella McCartney to La Perla have either launched or announced their intention to launch menswear collections. Other brands such as Jimmy Choo, Whistles and Club Monaco are piloting men?s-only stores.
Menaissance has evolved since its origins in the 1990s, when dress codes began to relax across industries, and metrosexuals ? despite only having been invented in 1994 ? were suddenly everywhere. Those trends grew out of increased gender equality, a shift toward more egalitarian values in the West and the cultural optimism of the era. Those factors might not be as prominent today, but they paved the ground for the emergence of our current Menaissance.
Tammy Smulders
We conducted a global study of higher-spending men in key developed and developing markets ? the kind of urban spenders who do not only have the tastes, but also the means to influence markets on a large scale.
Our research found a multifaceted picture of today?s upmarket male consumer: at once addicted to social media and online shopping, yet in many cases using those tools to access a classic aesthetic.
Here are 10 t...