Summary of our market study

The French men's ready-to-wear market is estimated at €7.5 billion

The global men's ready-to-wear market, valued at $560.2 billion in 2022, is expected to grow at a CAGR of 6.08% to 2028, driven largely by increased purchasing power in emerging economies such as China and India.

In France, which accounts for around 15% of the country's apparel sales, the menswear market has growth potential, although it faces the wider challenges of a generally declining French fashion sector.

Despite these challenges, the market has seen sales increase by 11.3% in 2022, thanks to trends such as men's growing interest in fashion and digital means of shopping, the burgeoning streetwear craze and consumers' move towards sustainable and ethical products.

This positive trajectory is, however, qualified by the fact that overall sales by value are still down 4.4% on 2019, offset in part by a surge in the second-hand market and a strategic focus on young, brand-loyal consumers.

The production landscape remains varied, with international leaders and new entrants (Bonne Gueule, Asphalte...) indicating a competitive market brimming with opportunities.

In-depth analysis of men's ready-to-wear market trends and preferences

Men's ready-to-wear accounts for around 15% of the country's clothing sales.

A new trend is men's propensity to view shopping from a utilitarian point of view. A large proportion of men - over a third - have little interest in shopping as a leisure activity, and the purchases they make are largely influenced by practical needs such as replacing old clothes.

When shopping, men place importance on three main elements: fit, convenience and speed of purchase. They show a penchant for classic, sober outfits, with 58% of men preferring this type of clothing, and a majority of 43% occasionally trying on less ordinary colors. Despite a general trend towards simplicity and basics, some men still crave stylistic diversity.

Price appears to be a primary consideration, with over 80% of consumers identifying it as a key decision factor. However, quality influences the choices of around 65% of consumers.

While younger generations are more sensitive to various sources of influence such as social media, professional media and advertising, the impact of these platforms seems to diminish with age.

A significant proportion of men - almost half - prefer well-known brands. Once they have found a product or brand that meets their expectations, they demonstrate a high level of loyalty.

In a survey carried out in March 2023, the main brands preferred by men are Celio, with over 50% of favorable opinions, Jules and Kiabi, each favored by over 40% of the male population.

In a domestic ready-to-wear market that has been struggling in recent years, men's ready-to-wear is a more stable sector, with strong growth potential.

Leading brands

The men's ready-to-wear market features a mix of established leaders and new players.

International leaders

  • Companies like H&M and Inditex, with their flagship brand Zara, have been defining the fast fashion industry for years.
  • Uniqlo stands out for its combination of functionality and simplicity, and is renowned for its minimalist approach.

National leaders

  • EJules and Armand Thierry stand out for offering men an accessible mix of classic and contemporary styles.
  • Celio has carved out a place for itself in the creation of men's wardrobe essentials.

Dynamic new entrants

  • Bonne Gueule and Asphalte represent the new wave of menswear brands

Sporting goods and entry-level retailers

  • C&A succeeds in offering good value for money while keeping abreast of the latest trends.
  • Kiabi targets budget-conscious consumers
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Summary and extracts

1 Market overview

1.1 Market overview and definition

Men's ready-to-wear refers to all clothing items for men that are mass-produced using standardized sizing, as opposed to made-to-measure. Non-textile footwear and accessories, as well as children's products, are excluded from this study.

worldwide, the market was worth $560.2 billion in 2022, and is expected to grow at a CAGR of 6.08% over the period 2023-2028. This growth is driven by the development of emerging countries, notably their rising purchasing power, and particularly by the growing demand in China and India. In Western countries, men's fashion is presenting itself as an alternative to an already saturated women's market, a phenomenon encouraged by men's growing infatuation with fashion. Social networks and digital influence in particular are contributing to this growing interest.

The men's ready-to-wear market in France represents around 15% of the country's clothing sales. This market therefore represents strong growth potential, but it is not immune to the severe difficulties of the French clothing market, which has been in decline for many years. However, its difficulties are far less marked than those of the women's market, which is largely saturated.

In fact, the men's apparel market offers significant growth drivers, the main ones being men's growing interest in fashion, the growing use of digital tools by industry players, the development of e-commerce and the emergence of new players promising more sustainable and ethical products. In addition, an analysis of men's consumption patterns reveals that their purchases are predominantly utilitarian, and that men are loyal customers. The sector's players can therefore capitalize on customer support and the personalization of their offer, as well as on men's loyalty to brands and chains.

in addition to these growth drivers, there's the streetwear boom, with its emphasis on drops and exclusivity, 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 aware of the environmental impact of the production and consumption of the clothes they buy. Many brands are investing in the sustainable, more environmentally-friendly fashion segment, and the second-hand market is growing.

1.2 A growing global market

The global men's ready-to-wear market was estimated at $***.* billion in ****. The market is forecast to grow at a CAGR (***) of *.**% to reach $***.* billion in ****.

Global men's ready-to-wear market size World, ****-****, in billions of US dollars Source: ****

Growth in the global men's ready-to-wear market is mainly driven by the boom in ...

1.3 A fragile national market with strong potential

The French apparel market was set to grow in ****, according to the annual report of the Institut Français de la Mode (***). In comparison, **** saw an *.*% increase over ****[***].

In economic terms, the men's ready-to-wear market in France is of considerable importance, accounting alone for around **% of total clothing sales in the ...

1.4 International trade largely driven by imports

Unfortunately, import and export figures for men's ready-to-wear are not available, so we're going to look at imports and exports in the clothing sector, which includes the men's ready-to-wear segment. This will enable us to identify the main trends and the most important trading partners.


In ****, French clothing exports reached ...

2 Demand analysis

2.1 Specific characteristics of male customers: utilitarian and prepared purchases

The apparel market is predominantly geared towards female customers. In fact, more than half of all sales by value are to women customers, not men.

Share of apparel market sales by customer type France, ****, in Source: ****

Only *% of French men claim to have a taste for shopping, and **% are not at ...

2.2 Detailed consumer behavior: loyalty and simplicity

Where do they buy? security and loyalty

Consistent with the predominantly utilitarian purpose of their purchases, men generally favor security. They tend to trust the big brands, stick to products they know, and opt for simple, easy-to-match pieces [***].

In fact, **% choose the most renowned brands when looking for a fashion item ...

2.3 Demand drivers

Buying criteria

Price is by far the most important criterion for ready-to-wear purchases, with **% of French people considering it to be a determining factor. Quality is the second most important purchase criterion, with **% of those surveyed attaching importance to it.

To a lesser extent, consumers pay attention to product lifespan, origin, ...

2.4 The ethical and responsible turn

The clothing industry is one of the most polluting in the world. It is the third biggest water consumer and is responsible for **% of the world's greenhouse gas emissions, i.e. *.* billion tonnes annually, according to a report by the French Environment and Energy Management Agency (***). Furthermore, consumers are increasingly aware ...

2.5 Changes in consumer behaviour following the covid-19 crisis

The year ****, marked by an absence of administrative store closures and containment, saw a stabilization of the changes in consumer habits that had been observed during the health crisis. This stabilization includes a reduction in store visits and impulse purchases, an increase in the transformation rate and average basket in store, ...

3 Market structure

3.1 Value chain

The market value chain is illustrated below.

Raw materials are either extracted from animals, as in the case of wool, or from plants, such as cotton, or created by man through the synthesis of chemical compounds. These raw materials are used to manufacture natural or synthetic fibers, which are assembled to ...

3.2 Men's ready-to-wear production

French ready-to-wear production:

The production of ready-to-wear garments distributed in France is mostly outsourced by ready-to-wear players and relocated abroad. In ****, France imported almost ** billion garments, making it Europe's third largest importer of clothing from third countries[***]

Itis mainly the luxury brands that maintain French production, even if relocation is on ...

3.3 Distribution dominated by specialized chains

The market shares of the various distributors in the French apparel market reveal the weight of the different players in the men's ready-to-wear segment.

Clothing distribution in France is divided between different channels:

chains, either located in city centers (***); food superstores (***); sports stores (***); independents, i.e. small multi-brand boutiques; department stores ...

3.4 Digitizing the market

According to the Institut Français de la Mode (***), the three priority areas for investment in **** are digital, sustainable development initiatives and point-of-sale attractiveness. These areas have been recognized as essential for growth and adaptation to current market trends[***].

Online purchases will account for **% of the French apparel market in ****, down ...

3.5 Interview with Séverin Bénichon, founder of Forlife

Marine: Welcome to the Niche, the podcast that analyzes the niche market with the entrepreneurs who are shaking things up. I'm Marine and I work at Businesscoot, the start-up that's dusting off market research before it starts. Subscribe to our podcast on Spotify and Apple Podcast. And now for today's niche: ...

4 Offer analysis

4.1 Product typology and prices

The table below provides an overview of the main products on offer in the men's ready-to-wear market.

The consumer price index for men's clothing reveals the move upmarket at the beginning of the decade. Prices then stabilized, and the slight volatility is mainly explained by the strong dependence on raw material ...

4.2 New supply trends

A quest for quality:

In ****, fashion retailers face major financial hurdles, exacerbated by the uncertainty of their business and the need to increase investments despite already high costs. This situation generates financial complexity for ready-to-wear brands. In particular, production costs remain high, exacerbated by the depreciation of the euro. The costs ...

4.3 The importance of quality and social and environmental commitments

New entrants

The textile industry is undergoing a paradigm shift, placing quality above quantity and challenging the "fast fashion" concept that has dominated the market for decades. reducing the ecological footprint of textile production has become a priority, not only for the planet, but also for corporate profitability. This industry generates ...

5 Regulations

5. Regulations

In-store sales

In-store sales are subject to certain rules, as summarized by Legalplace:

Safety and accessibility standards[***] [Service Public Mandatory employee signage Indication of prices inside and outside the store, in euros and including VAT Mandatory contribution to SACEM if music is played on the premises

Clothing labels

Clothing labels must ...

6 Positioning the players

6. Segmentation

  • Kiabi Europe
  • Fast retailing Group Unoqlo
  • Jack & Jones
  • GAP
  • Armand Thiery
  • Celio
  • Inditex groupe (Zara)
  • C&A France
  • Ralph Lauren
  • Intersport France
  • Go Sport France
  • Bonne Gueule
  • Asphalte
  • 1083
  • Zadig et Voltaire
  • Brice (groupe Mulliez)
  • Jules (groupe Mulliez)
  • Devred
  • Eden Park
  • Massimo Dutti (Inditex groupe)
  • H&M Groupe
  • Decathlon Groupe

List of charts presented in this market study

  • Projecting the size of the global men's ready-to-wear market
  • Sales trends by product type
  • Men's reasons for buying clothes
  • Share of apparel sales by value and customer type
  • Average monthly shopping budget by gender and age category
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Latest news

Intersport and Go Sport hot on Decathlon's heels in France - 11/04/2024
  • Stabilization of like-for-like sales last year at Intersport.
  • Increase in sales following the acquisition of Go Sport: 3.65 billion euros, i.e. **an increase of 11.2% compared with 2022.
  • Projected openings: Between 15 and 20 new stores planned each year
Decathlon: all the 2023 performance figures - 05/04/2024
  • - Worldwide sales 2023: 15.6 billion euros, up +4.4% on 2022
  • - Decathlon presence: 78 countries.
  • - Number of products sold worldwide last year: 1.19 billion.
  • - Share of digital sales: 17.4%
  • - Sales in France: 4.752 billion euros, up +1.24% on 2022.
  • - Total number of stores worldwide: 1,749, including 319 in France.
  • - Total number of employees: 101,000, including 24,000 in France.
Decathlon revolutionizes itself to become a global brand - 13/03/2024
  • - Company sales: 15.4 billion euros
  • - Number of stores: Over 1700
  • - Presence in 69 countries
  • - Number of brands developed by employees : Over 70
  • - Number of disciplines covered by brands: Around one hundred
  • - Focus on product-related services: rental, second-hand, subscription, recycling, etc.
Zadig & Voltaire: founder takes over with his brother - 25/01/2024
  • Zadig & Voltaire was founded in 1997 by brothers Thierry and Arnaud Gillier.
  • Thierry Gillier, the brand's main shareholder, owns over 70% of the capital.
  • Peninsula Capital, a Luxembourg fund, has held a share of the remaining capital since 2020.
  • Arnaud Gillier was appointed president of the company on January 17, succeeding Rémy Baume.
  • The company has 1,800 employees. Zadig & Voltaire has 350 stores.
  • Brand sales in 2023 reached almost 450 million euros.
  • The brand's operating profit was 70 million euros in 2022.
  • The accessories category, including leather goods, accounts for over 40% of the brand's sales.
  • The French market generates 30% of the brand's sales.
  • A boutique inaugurated in Mexico in December.
Kiabi's resilience in the face of the textile crisis - 24/01/2024
  • Kiabi is 45 years old and belongs to the Mulliez galaxy.
  • Kiabi posted sales of 2.2 billion euros last year, up 1%
  • kiabi claims 23 million customers in 26 countries.
  • Kiabi has 606 points of sale and 15-20% of its sales are made online.
  • The brand is number 1 in France in terms of volume, and vies for first place with Intersport in terms of value every year.
  • It has attracted 1 million new customers with the launch of its second-hand service in 2020.
  • The debt-free Kiabi continues to expand, recently entering markets in Uruguay, New Caledonia and Egypt.
  • Kiabi plans to become the world's "favorite responsible and accessible fashion brand for families
  • The company has never deviated from its strategy of offering "fashion at low prices".
  • Kiabi has also launched corners in hypermarkets in Belgium, Italy and France, as well as tests at Decathlon.
  • Kiabi is testing clothing rental in three stores.
Host and Primark: The nightmare continues for H&M, overtaken by Shein - 15/12/2023
  • H&M posted annual sales up 6% to 21 billion euros
  • Spanish brand Zara saw an 11% increase in sales for the first nine months of the year, representing 25.6 billion euros and a profit in excess of 4 billion euros.
  • British brand Primark achieved sales in excess of 23 billion euros at the end of its September trading year.
  • Chinese online retailer Shein is targeting sales of €40 billion this year, while its rival Temu is aiming for €33 billion.
  • H&M reduced the number of its stores and cut 1,500 jobs last year as part of a rescue plan.

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Kiabi Europe
Fast retailing Group Unoqlo
Jack & Jones
Armand Thiery
Inditex groupe (Zara)
C&A France
Ralph Lauren
Intersport France
Go Sport France
Bonne Gueule

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