1.1 Definition and scope of study
Men's fashion includes different categories of clothing, accessories and shoes. Distribution can occur through different channels: physical, online, hybrid (such as "click and collect"). The global clothing and footwear market is growing slightly, driven in particular by the dynamism of sportswear and children's fashion segments. Men's fashion is also very dynamic thanks to an increased purchasing power in emerging countries and the continuous development of sales points.
Competition is fierce in all segments of men's fashion, and marketing and communication campaigns are more than crucial to stand out. For example, increasing the presence on social media, getting involved with associations for sports or cultural events and recruiting brand ambassadors all represent actions aimed at gaining a competitive advantage. Innovating in how to distribute and reach the final customer is also a clear trend in the market, as demonstrated by the growth of pop-up stores and the customization of articles.
In Brazil, the players' strategy is based on constantly renewing collections, focusing on affordable prices and encouraging consumers to increase the frequency of their store visits. In general, 54% of Brazilian men are interested in fashion. For the male public in particular, premium and exquisite products still do not make men's heads: almost 90% do not look for this characteristic, while 75% do not make a point of buying renowned brands. At the same time, the strongest driver seems to be comfort, being valued by 63% of men. Another relevant factor is price sensitivity, since 60% of male consumers stated that low price is not a priority in their purchasing decision process. [SEBRAE]
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