The recent athleisure trend uncovered the willingness of men to spend on apparel, especially casualwear, which has long been influenced by streetwear. After seeing the change in trend, Stella McCartney and Isabel Marant have recently launched their menswear collection and stepped into the male market.
The male-dominated streetwear look remains the mainstream trend for menswear in Hong Kong. Gucci's successful streetwear collection made it one of the fastest-growing luxury brands in ready-to-wear clothing in the local market.
The impact from the streetwear and athleisure trends has reduced demand for formal menswear such as suits and ties, but players have responded quickly to adapt to consumers’ need for personalised clothing. Gay Giano, a local bespoke menswear brand, has offered a technology-driven tailoring solution for consumers in Hong Kong.
Gucci and Balenciaga, the two Kering-owned fashion houses, are dominating luxury menswear in Hong Kong with their astonishing growth in the mature category. The successful launch of streetwear collections is only part of the story.
Following the success of Kering, another world-leading luxury group has taken a twofold strategy in Hong Kong menswear. LVMH has admitted the fact that casual menswear is on the rise, by hiring Kanye West as the consultant for its Louis Vuitton menswear.
After all the ups and downs in Hong Kong apparel, Abercrombie & Fitch has made an iconic comeback by opening a prototype retail store at Harbour City in Tsim Sha Tsui. Instead of launching a series of aggressive sales and marketing campaigns with muscular men standing in front of the store, the brand has taken a different approach by enhancing local consumers' shopping experience with its brand-new prototype store.
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This industry report originates from Passport, our Apparel and Footwear market research database.