Men Make a Fashion Statement Many factors have caused Statista, among other sources, to forecast US retail menswear sales to total $74.8 billion by 2018, a 15.6% increase from 2014’s total of $64.7 billion. Mintel research found that 34% of men said they expect to spend more on clothes during 2016 than 2015. In addition, an Esquire editor stated, “Men have integrated style into their lives in a way that we haven’t seen in a long time.” As a result of the recession, many men began to dress in suits again to establish a strong business brand in a competitive environment; however, now that the economy is better, the trend has shifted to casual streetwear and a more “nimble” wardrobe.

From Media to Marketplace According to The Media Audit’s Fall 2015–Winter 2016 surveys in multiple US markets, 35.2% of men 18+ purchased men’s clothing during the past 4 weeks, which would have included the 2015 holiday shopping season, and 38.3% were 25–44. Since the surveys did encompass 2015 holiday shopping, 23.4% of women 18+ also purchased men’s clothing during the past 4 weeks, and 39.0% of them were also 25–44. A media day analysis of adults 18+ who purchased men’s clothing during the past 4 weeks shows that Internet and radio had the largest percentages for single media, but the combination of the three TV media was 30.8%.

Men’s Purchasing Behavior According to Fluent’s Marketing to Men report, marketing is more likely to influence men’s purchasing behavior than women’s purchasing behavior, and in all marketing channels cited in the report. Men were shown to follow any brands or products on social media more than women, 23% and 19%; registered for brands or products’ email marketing newsletters, 21% and 19%; and registered for brands or products’ mobile notifications, 17% and 14%. Somewhat surprisingly, men 45–64 and 65+ were almost just as likely as men 18–29 and 30–44 to “browse products online before making a purchase at a store,” at 36%, 32%, 37% and 36%, respectively.

Tech Tailoring and Purchase Platforms Advanced technologies are changing the menswear market, as they are in most other retail sectors. Some stores are able to capture 3D body scans and digitally measure suit sizes while a retailers in Hong Kong has introduced a rudimentary robot tailor. A 2016 Millward Brown Digital online consumer survey found that more US consumers, 58%, used their smartphone to research clothing and apparel purchases during the past 30 days, with grocery purchases a close second, at 57%. Despite the popularity of smartphone research for clothing and apparel purchases, a July 2016 survey of US digital buyers found that the great majority, 86%, actually made apparel purchases via a desktop computer, but 60% had used a smartphone or tablet.

Fashion Choices According to a 2016 A.T. Kearney and NPD Group report, age significantly influences purchases in specific apparel categories. For example, 18% of Millennials are heavy purchasers of jeans, but among Gen-Xers it’s just 10% and Baby Boomers, 8%. Although Millennials are the primary purchasers of activewear, at 20%, Gen-Xers are a close second at 18% and even Baby Boomers make an impact, at 11%. Google data reveals that bomber jackets continue to generate considerable search interest during 2016, after becoming a top fashion item during 2015. During April 2016, bomber jacket searches in the US increased 612%, compared to April 2015.

Advertising Strategies Considering how much time men’s clothing consumers spend with TV and the Internet and your expertise in the use of these complementary media, you are in a competitively advantageous position to show advertisers the best combination to reach their audience. Based on The Media Audit data on page 4 of the Profiler, propose a cross- promotion with a men’s clothing store and an alcoholic beverage retailer, “Toast in Style,” giving customers of each a coupon, with a qualifying purchase, for the other retailer. Women spend considerably on men’s clothing as gifts, so propose that local stores create a prominent display that makes it easy for female shoppers to find and select the right gift, and then promote this convenience with a coupon or discount for a qualifying purchase.

New Media Strategies Retailers should certainly share the latest men’s fashion looks on social media, especially Instagram; however, of more interest and helpfulness to men is content that helps them create a look that includes clothing, grooming and style tips. Create an email and/or social media campaign tied to the “Toast in Style” promotion. With the help of a beer/wine retailer, post photos and videos that recommend specific brews and vintages matched with specific apparel or complete outfits. Suggest that men’s clothing retailers create a highly visual gift guide for women that is easily displayed on mobile devices. A cross-promotion with local restaurants may be possible, matching their menu and ambiance to the various men’s gifts ideas in the guide.

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