Menswear Revenues Are Expected To Outpace The Womenswear Market

On Wednesday, digital intelligence firm L2 released a new report on menswear, delving into how brands are catering to the men’s customer online. Nicknamed the “dark horse of fashion,” menswear has always come second to the womenswear market, but interest in and investments towards men’s products have only increased in recent years. Take, for example, Stella McCartney and Isabel Marant, which are historically known as women’s-focused brands, but have recently launched collections for men. (Plus, for the 2017 LVMH Prize Shortlist, menswear designers outnumbered womenswear.) On the retail front, Nordstrom is making its New York City debut with a men’s flagship, a first for the department store. Through its recent findings, L2 expects menswear revenues to outpace the womenswear market, with a compounded annual growth of five percent over the next two years. “As demand for menswear continues to grow, it is essential for brands that carry both men’s and women’s products to target men both on brand site and in digital marketing across the web,” notes the report, which examined up to 59 brands that exclusively offer menswear, womenswear or both men’s and women’s products. Read on to find out how brands can use best practices to cater to the menswear customer across their digital channels. Read more at Fashionista.