With in-store sales hit hard by China’s lockdown and social distancing measures, most menswear producers and retailers turned their attention towards e-commerce. There had already been a huge push towards online shopping during the review period driven in part by e-commerce giants JD.
China has placed health at the centre of its policy making decisions, with consumers being increasingly encouraged to pursue healthier and more active lifestyles. The effects of this were already being seen prior to the outbreak of COVID-19, but the crisis acted as a further push, with fit and healthy consumers seen to be at less risk from the virus.
The ongoing success of Uniqlo indicates the market potential for essentials and products which represent value for money. The company’s "LifeWear" concept – simple, high-quality, everyday clothing – has successfully tapped into the Chinese market, with it seen as the most cost-effective choice for male consumers in China.
After a strong year for e-commerce, this channel will be the central component of the strategies of most menswear companies heading into the forecast period. With over a third of all value sales of apparel now taking place online it is more important than ever to have a strong online presence in China.
Despite the growing attraction of e-commerce, in-store shopping is expected to remain an integral component of menswear, with many people still appreciating the opportunity to try products on before purchase. However, it is expected that retailers will need to build stronger engagement to draw consumers into their stores, with experiences expected to become an increasingly common feature.
HLA Corp Ltd remained the leading player in menswear in China in 2020. With enriched male apparel portfolios, classified into categories such as jeans, jackets, coats, shirts, suits, tops, and underwear, HLA Corp Ltd is consistently focusing on the exploration of new retailing business models.
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Understand the latest market trends and future growth opportunities for the Menswear industry in China 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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