Menswear enjoyed robust current value growth in 2018, and is expected to record gains over the forecast period. Urban and younger Canadian men are shifting their attitudes towards fashion and style, and showing more interest in their physical appearance and the latest fashion trends.
Men’s shirts recorded the strongest current value increase in 2018, and is expected to deliver the strongest growth over the forecast period. The positive performance of this category can be attributed to men’s growing interest in fashion, as well as the shift towards casual workplace attire.
Men's underwear saw higher current value growth in 2018, and is expected to see solid growth over the forecast period. Growth in men’s underwear is being supported by men taking an interest in fashion, demand for convenience and comfort, and product innovation.
Menswear in Canada is a highly fragmented and competitive category. A diverse range of large and small domestic and international brands and designers, as well as private label products, compete for consumers’ attention.
The sportswear company Nike Canada held second place in menswear in 2018, but continued to struggle due to a weak wholesale business and changing consumer tastes. Although Nike is still strong, its direct competitor adidas enjoyed double-digit revenue growth, as its products captured the interest of consumers with active lifestyles and the athleisure market.
In a sign of the increasing competition and the ability of brands to go direct-to-consumer through online sales, men’s swimwear has seen the growth of Canadian brands, which are carving out niche market shares with quality products. Bather Trunk Company, based in Toronto, benefited from the premiumisation trend and the rise of online shopping with its line of high-quality swim trunks designed to stand out and be comfortable.
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This industry report originates from Passport, our Apparel and Footwear market research database.