1.1 Presentation and definition of the market
Ready-to-wear refers to all mass-produced clothing items thanks to size standardization . He is therefore opposed to custom-made. Furthermore, footwear and non-textile accessories, as well as products intended for children, are excluded from this study
At the world stage the market was 451.2 billion in 2020 and is expected to grow at a CAGR of 2.9% over the period 2020-2027. This growth is driven by the development of emerging countries, particularly the increase in their purchasing power. In particular, Asian markets accounted for 38% of the market in 2018 and are growing strongly. Furthermore, in Western countries, men's fashion is emerging as an alternative to an already saturated women's market, a phenomenon encouraged by the growing popularity of men's fashion. Social networks and digital influence contribute in particular to this growing interest.
The the men's ready-to-wear market in France is sluggish and accounts for about half of women's ready-to-wear sales. The men's ready-to-wear market has not escaped the severe difficulties of the French clothing market, which has been in decline for many years. However, its difficulties are much less marked than those of the women's market, which is largely saturated
Indeed, the men's clothing market presents important growth levers, the main ones being the 'Men's growing interest in fashion and the e-commerce boom and the use of digital tools. Furthermore, analysis of men's consumption behaviour reveals that their purchases are mostly utilities that their shopping experience is often confusing and that men are customers.. followers . The players in the sector can thus rely on the customer support and personalization of the offer as well as exploiting men's loyalty to brands and brands.
The brands have understood this and the market is being boosted by the dynamism of new market players, such as Bonne Gueule, which raised 6.5 million euros in May 2020. Its success also reveals a major trend, namely the increase in the number of informed consumers who pay particular attention to the materials used, the origin of the products or the quality of the seams. To this trend can be added the rise of streetwear, which for example focuses on drops and exclusivity, thus revealing the constant search for novelty and the importance of marketing strategies in this market, particularly for young consumers (millenials).
Finally, as critics of "fast fashion", consumers are increasingly sensitive to the environmental impact of the production of the clothes they buy and of their consumption. Many brands are investing in the segment of a sustainable manner and more environmentally friendly and the second-hand market is growing.
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