A new IFM study on men's fashion (« Mode : le moment des hommes ? » ), was presented on June 23rd at a press breakfast with the authors of the study: Patricia Romatet (IFM/Market Research), Gildas Minvielle and Franck Delpal (The IFM's Economic Observatory).
The study was carried out using the IFM consumer database and was an exclusively online study of a sample of young men with a keen interest in fashion.
The study is available in two formats:
-Electronic and paper format.
-An in-house presentation of the study by the IFM experts who put the study together.
To order a copy of the study (1913, 60 Euros INCL VAT), contact Christelle Priso
(etudes@ifm-paris.com).
Download an order form here
Contents:
MEN'S FASHION CONSUMPTION
- Comparisons between men and women over the past ten years in France
- Is there a certain age for loving fashion?
- What are men's favourite circuits?
- The male wardrobe, what price?
- Distribution in Europe.
BUYING BEHAVIOUR
-The hierarchy of criteria.
-The impact of the recession.
-A marked preference for brands.
AN EXCLUSIVE LOOK AT THE 15/29 AGE-GROUP ADDICTED TO BRANDS
A new study by the IFM of this generation
-Their style culture and dress style.
-Their sources of information and inspiration.
-Brands bought, favoured and dreamt about.
-Their point-of-sale expectations.
RANGE STRATEGIES
-Convergences and divergences between women's wear and menswear.
-Brand analysis and strategy analysis.
-The faces of modernity.
Extracts from the June 23rd presentation:
-In a recession, consumption of menswear has often been considered to be a growth factor. Annual menswear spending remains 15% lower than women's (8, 8 billion Euros in France in 2009 as opposed to 11 billion for women).
-But the effects of the recession are being felt in men's spending. In 2008, consumers maintained the quantity of purchases by buying bargains but in 2009 they cut spending.
-Men under 30 buy as much clothes as women but the gap begins to widen at 45 and men give up altogether when they retire.
-Among the under 30s, men and women spend the same amount on clothes. But, in certain age groups like 25-29, men spend more than women.
-Men seem even more attached to brands than women, who will go for cheaper options in order to spend less.
-An overview of spending in broad product categories shows that casual clothes are a growth area to the detriment of formal wear.
-Sportswear, mobility, technological aspects, and references to the past are all elements of differentiation in the men's market relative to the women's market.
-Men look for timeless basics, more than women. Men and women as fashion consumers do not have the same issues with time and the ephemeral.
-Men are more interested in the product than the look and the « narrative » element of fashion. For men, fashion is less important than style.
-Young men's favourite brands: Diesel, Levi's, Nike, and Ralph Lauren.
-Jeans are still the mainstay of the masculine wardrobe as they represent 19% in the top ten most-bought products. In addition, tee-shirts, polo shirts and shirts are the most common items in young men's wardrobes (15-29).
-Television remains the main source of information about brands for young men.
-The men's cosmetics market is smaller than had been expected a few years ago. Men limit their spending to one skincare product. Perfume has exploded however with Diesel, Azzaro, Gaultier...
-The market share of sports shops is traditionally very high among young men. But we have seen a clear shift towards spending on non-sport casual clothes.
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