Chinese men's wear market is exploding on the eve of.According to the data, the market is expected to maintain a stable growth rate of 13.1 percent at a compound annual rate by 2020, with the retail scale reaching 979.3 billion yuan.But so far, there is still a dearth of menswear brands that combine routine with sartorial attitude, and potential new brands don't seem to be popping up as much as expected.
The uniqlo phenomenon has become a hot topic of research in the past two years, as Japanese clothing retailer uniqlo attracts a diverse group of male consumers, ranging from $3,000 a month to $1 million a year.In a sense, uniqlo captures the key psychology of male consumers when it comes to making clothing decisions.Different from most female consumers who tend to make delicate decisions, male consumers are often occupied by their work and life, so it is difficult for them to spare a lot of energy to weigh and compare clothing brands, and they are more willing to make efficient decisions.
Moreover, the new urban middle class is often highly associated with "feelings of anxiety".The false and grandiose view of consumption in modern society has gradually bored them, and the realistic and rational view of universal consumption can often bring them a sense of sureness.They need a reliable, quality brand that addresses their "anxiety", as well as items that are easy to pair and fit multiple scenarios, but don't need too many styles.Out of psychological and time saving needs, male consumers will become loyal consumers after identifying the brand, which is largely based on consumption inertia rather than conscious initiative.
But on the other hand, they are no longer satisfied with the choice of basic funds, and the new middle class's pursuit of individuality cannot be ignored.They are very particular about their clothes.With the advent of consumption upgrading, many new middle-class male consumers also hope to express their values and identity through clothes. In fact, many people have no choice but to choose fast fashion brands sold in bulk.
Shen shuaibo, founder of jinzhibo finance, pointed out that many people believe that women are more willing or good at "spending money" than men, which is a misconception caused by gender stereotypes.According to a study by the Boston consulting group, Chinese men are spending more and more.Especially in the field of mobile payment and online consumption, the annual expenditure of male consumers is higher than that of female consumers, reaching 10025 yuan.According to iresearch, there are already 1.7 times as many high-income men as women.As their incomes rise, more and more men are seeking social experience, appearance and inner satisfaction.
In the process of fashion enlightenment, these male consumers are gradually being educated to be conscious dressers. However, different from the sensation-driven consumers, the attitude of male consumers is relatively slow to change, cautious and contradictory. Too radical fashion cannot arouse their approval, and even cause rejection.It is worth noting that male consumers pay more attention to the brand concept and tend to trust persuasive brands. However, the existing domestic men's wear brands lack attractive brand stories, mostly with outdated brand narrative and lack of forward-looking and overall layout.