Prior to the pandemic, menswear in Israel had been enjoying stable demand due to higher competition in terms of the number of brands on offer, a wider variety of apparel options, and greater grooming awareness amongst Israeli men, particularly younger males, with young men becoming increasingly engaged in global trends and more aware of the changing fashions, thus also becoming more adventurous in their personal styles.
Traditionally, online clothing purchases were seen as more popular amongst women in Israel, although this perception was starting to change towards the end of the review period. Men increasingly appreciate the convenience of e-commerce in terms of home delivery, as many of them do not enjoy the experience and time taken when buying apparel in a physical store.
Castro Model Ltd continued to lead menswear in 2020, due to the popularity of its brands Castro Men, Castro, Urbanica, and Hoodies, with the latter two appreciated for their basic, but fashionable lower-priced offers. Whilst menswear is also a somewhat fragmented category, Castro Model is well known and widespread, with many of the Castro stores offering clothing for men, women and children, offering a one-stop solution for the entire family, although the closure of non-essential retailers during the lockdowns significantly impacted its sales, a trend impacting most of the leading players.
2021 is likely to see purchases of menswear focus mainly on basic items and less on a wide range of clothing due to lingering price sensitivity and the opportunity for further remote working even as restrictions are relaxed. Nevertheless, with the country’s roll out of its vaccination programme already gaining momentum heading into the forecast period and restrictions starting to be relaxed from late February 2021, the possibility to spend longer periods of time outside of the home including working and socialising will result in many areas of menswear including jeans, jackets, and suits gaining growth momentum over the forecast period.
Convenience will remain the driving factor for men when shopping, particularly as some are reluctant to spend too long in physical shops as they are not comfortable with the experience. Therefore, one-stop shopping options where men may purchase a wide range of apparel under one roof will continue to be a successful solution to boost sales.
While many of the major brands struggled during the pandemic, they are likely to regain their popularity as men gradually return to their busy lives, as the Israeli male consumer tends to be fairly brand loyal and traditional in his choices. Therefore, the likes of Castro, Fox (which also owns American Eagle, Mango, and sports and surfing brands), Zara and Pool & Bar will continue to attract younger male consumers in particular, searching for comfortable, casual clothing which still keep up to date with global trends.
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Understand the latest market trends and future growth opportunities for the Menswear industry in Israel with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Menswear research and analysis database.
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