Menswear witnessed significant retail volume and current value declines in 2020, after seeing slow but steady growth during the rest of the review period. COVID-19 led the government to impose a lockdown to control the spread of the virus, during which all non-essential stores were shut.
Despite the challenging retail environment caused by COVID-19, brands launched new lines and retailers responded to the massive shift by consumers towards e-commerce. For example, Ardene, a Quebec-based women’s fashion brand, launched its inaugural menswear line in 2020.
In addition to casual and athletic styles, outerwear is a brighter spot in the otherwise difficult environment facing many retailers and brands. Canadians are spending more time outdoors even in the winter, as continued concerns over the health risks of COVID-19 result in men spending less time at the gym and other indoor spaces.
Menswear is set to see a dynamic rebound in 2021, with double-digit increases in both retail volume and current value terms, as some of the pent-up demand is released and stores see less disruption to their operations. However, the levels of sales seem before the pandemic, in 2019, are not set to be reached until 2022/2023.
The competition in menswear is expected to increase as brands and retailers seek to expand their product ranges to boost their revenues. For example, Ardene, a Canadian womenswear brand, launched its first menswear collection in 2020.
The men’s premium and luxury underwear segment is expected to see further growth in the forecast period. This will be due to the premiumisation trend, men looking for clothing to express their personal style, and higher spending on casualwear instead of event and officewear.
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Understand the latest market trends and future growth opportunities for the Menswear industry in Canada with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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This report originates from Passport, our Menswear research and analysis database.
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