The Chinese men’s clothing market has always had great development potential. Past trends in Chinese men’s clothing Updates usually lag behind women’s clothing and children’s clothing. The categories, styles and colors of domestic men’s clothing are also relatively single and unified. In everyone’s general impression, men’s clothing seems to be the same, with black, white and gray as the main colors, with a little blue at most. Xiong Zhaofei, a professor at the School of Fashion at Wuhan Textile University and one of the editors of “Forty Years of Chinese Men’s Wear (1979-2021)” also mentioned that men’s clothing styles are relatively simple in traditional concepts, and the concept of “one single piece of clothing is enough” in life Popularity and growing business activities are important drivers of the growth in demand for men’s clothing.
Traditional aesthetic concepts break the Chinese men’s clothing renewal machine
In recent years, with the increase in per capita consumption level, men have also paid more attention to The combination of fashion and taste. The diversity of consumer preferences and the diversification of men’s aesthetics clearly show that the categories and styles of the Chinese men’s clothing market are gradually enriched.
Traditionally, men’s clothing is usually divided into three major categories— —Business, leisure and sports, but in practical applications there are often mix-and-match situations – top-bottom mix, inside-out mix, coupled with the ever-changing fashion trends in recent years (such as this spring and summer’s “Dopamine” and autumn and winter “Maillard” wear (matching), the men’s clothing category has gradually joined this trend, and there is a new paradigm in dressing and consumer demand.
Traditional aesthetics are broken, and more men’s clothing has autonomy Enterprises have also developed corporate brand building and more outward development trends. In recent years, Chinese men’s clothing has steadily expanded in terms of market performance, and has maintained stable growth despite the overall slowdown in consumption growth. According to data from the Qianzhan Industry Research Institute, the brands with the top market shares in China’s men’s clothing market in 2022 include Heilan House, Anta, Bestseller, Youngor, etc.; in the same year, Heilan House took the lead with 15 billion yuan in revenue, and Youngor with more than 2 billion yuan. , Septwolves, Peacebird, Jiumuwang and other brands also followed. The garment craftsmanship of Chinese men’s clothing brands has been greatly improved, and corporate operations and vision have become more diversified, professional and international.
In terms of outward development, this year’s K-BOXING Men’s clothing appeared on the Milan Fashion Week schedule in June, kicking off the SS24 fashion show. At the Paris Fashion Week show at the beginning of the year, the Chinese men’s clothing brand Jiumu Wang also appeared again. They integrated modern men’s trousers with elements from the Tang Dynasty, setting a precedent for Chinese men’s clothing to go abroad. Chinese men’s clothing has begun a new trend in becoming younger and more fashionable.
New products frequently appear in functional men’s clothing or become popular
In 2017, lululemon launched the ABC (Anti-Ball Crushing) trousers series. Popular items began to appear frequently, and functional men’s clothing began to take off. On the functional track, domestic brands have also begun to make efforts in the past two years. For example, Sancano, a subsidiary of Heilan House, uses an intelligent AI workshop to provide 3D virtual customization for customers, and also launched “six-dimensional stretch pants” A series of functional clothing products such as “three-proof black and white small T”, “all-round jacket” and “Aurora goose down”. LILANZ has also successively launched functional products such as “water-repellent down”, “washable shirts” and “washable POLO shirts”. Especially this summer, the well-known local sports brand Anta teamed up with Donghua University to launch China’s first independently developed high-performance waterproof and breathable material.Comfortable casual jackets made of “ANTA membrane” and rainstorm-proof “storm armor”; Septwolves are also making efforts on the track of smart travel jackets, with a series of functions such as Bluetooth connection for calls and APP smart connection, making the jackets more competitive on the track. There is a different energy.
With all these, it is obvious that the richness of functional products has made men’s clothing more popular in the market. Sports, leisure, business and other scenarios can meet the needs of consumers. According to inquiries, the sales volume of functional men’s clothing on e-commerce platforms is no less than that of traditional suits or casual men’s clothing. Men’s demand for clothing styles in the same scene is not as varied as that of women. The changing makeup and color style combinations give women more ways to play and have more possibilities in the same scene. In contrast, the clothing requirements of functional clothing that can adapt to changes in multiple scenes will be more in line with men’s requirements in general society. Perhaps functional men’s clothing will become the next men’s clothing trend and gradually become popular.
The Chinese men’s clothing market is in urgent need of further development, and the traditional aesthetics has been broken. For The innovation and fashion sensitivity of the men’s clothing market poses a more severe test. At the same time, the popularity of men’s functional products is also rising with the development of technology, and may also usher in a new spring.
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