Jean, shirt, suit, chino, sneakers ... Studying the men's fashion market is like analyzing a relatively sober cloakroom, marked by an attachment to basic and easy-to-wear colors. But new brands, as well as new modes of consumption, are changing the game.
Great moments in the history of men's fashion
Far away is the time of Louis XIV, when men adorned with ribbons, precious stones, and flamboyant fabrics to shine even more in the heart of the king's court. The sobriety of the male wardrobe is in order since the nineteenth century and its dark three-piece suits and cheap hats. The democratization of jeanswear, which comes out of the workwear uniform in the 50s, is a breath of fresh air in male wardrobes, and the popularization of sportswear, from tennis player René Lacoste to polo player Ralph Lauren, changes the deal in men's clothing. However, the cuts and styles remain relatively simple, with basic colors and simple materials. Blame it on supply or demand?
Basic "walking" and loyalty to major brands
The male customer is traditionally perceived as somewhat cautious in terms of products and brands, limiting himself to "big names" and not daring to turn to houses or more creative styles. The male fashion customer, the eternal subscriber to the jeans and sneakers combo? Chloé, from the Menlook men's fashion website, explains the three essential components of the act of buying a male client.
Safety: "Most men seek safety when it comes to fashion. They tend to trust the big brands, to stay on the products they know, to bet on simple pieces, easy to associate. "
Loyalty: "On Menlook, our most frequent sales are the big brands like Ralph Lauren or Nike. A man who has found his polo shirt or jeans will not change his mark. "
"Walking" basics: Few new designer pieces or extravagant colors in the basket of a male consumer in 2016, but a selection of effective basics: "A man will buy a piece in different colors, or redeem the even when worn. "
But all this tends to change: faced with the emergence of a multitude of new innovative brands and the quality of the selections presented on the sites of online sales, the male consumer opens to new horizons. "The male consumer is increasingly educated in fashion," according to Chloe. Which is reflected, during a walk on the website Menlook, a diversification of purchases: "We have many buyers who do not hesitate, in parallel with the iconic pieces of major brands, to venture to brands more confidential. The selection made upstream by Menlook buyers allows them to be tempted without risk. "
Personal shopping and fashion blogs
That said, the male consumer is no more refractory to novelty than his female counterpart - it just requires someone to accompany him in his new choices. This involves highlighting sites like Menlook or consulting multiple fashion blogs that allow the consumer to learn about a brand and how to wear it. Successful male blogs such as Like A Truck, Good Maw or Very Good Lord offer a personalized - and offbeat - vision of fashion, making the act of dressing for oneself all the more attractive.
And when inspiring is not enough, the customer can turn to a real-time advisor: there are many personal shopping services dedicated to men, which, following registration and an online test, sends to the consumer a selection of rooms to try quietly at home, then return what is not suitable. Does the client accept more willingly to be guided than a female client? "Men need advice from an outside point of view," says Chloe. "They appreciate being taken in hand by professionals in the sector. Some do not have the time or the desire to run the shops even if they are sensitive to their style and the image they send back. These new services provide them with a response to a need that has always existed. These services of personal shoppers online would be the perfect combo of the tailor-made offer, with a stylist attentive to the needs of the customer - as well as, not insignificant, the removal of the "stress" of the atmosphere in the shop. "It allows to try pieces that I would never have tried in the store," says a consumer on the website of Chic Types. A sector to follow very closely.
