As menswear apparel sales recorded growth in 2018 after declining annually in the previous six years, jumpers and the shorts and trousers categories brought in the highest sales figures in the category. Shorts and trousers rank second in volume only preceded by tops, the largest product segment in sales units.
Despite men’s growing interest in their appearance and commercial retail space allocated to men’s clothing collections, menswear is expected to record a value decline at constant 2018 prices over the forecast period. The category will be impacted by similar factors hampering womenswear, such as limited purchasing power combined with decreasing unit prices, along with uncertainty with regards to the French economic growth forecasts following the widespread Yellow Vests protests across the country in late 2018 and early 2019.
The increased choice of retailers for menswear has transformed the category into a much more competitive arena; as a result, male shoppers have higher expectations and tend to show less brand loyalty. Retailers now need to do more to stand out in order to differentiate their offer from that of the competition.
Although it recorded modest gains in 2018, Celio remains the leading menswear brand thanks to a good product mix and attractively priced collections. Exclusively distributing menswear, it benefits from strong retailing coverage across the country, accounting for 530 stores nationwide.
In contrast to BOSS, HUGO targets customers that are significantly more fashion conscious and consider their style of dress to be an important element in expressing their personality. HUGO targets open-minded, spontaneous individuals that like to shop, and that frequently go online and to mobile channels to do so.
Ready-to-wear physical stores have globally suffered for a few years. Eighty percent of retailers surveyed by the National Federation of Apparel have reported lower sales in recent years.
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This industry report originates from Passport, our Apparel and Footwear market research database.