New fashion trend: Men's brands to sea usher in a golden age
As the global menswear market continues to grow, more and more menswear brands are starting to look overseas. According to the data released by Statista, the global menswear market will reach a staggering $573.5 billion by 2024, and the compound annual growth rate of the market will reach 2.76% between 2024 and 2029. The US market is at the forefront of the world with a market size of $114 billion. Online shopping has become an important channel for menswear sales, accounting for more than 60%, and this proportion is still rising year by year. Behind these data, is the awakening of male consumers' aesthetic and consumption consciousness, then, we POD clothing sellers for the men's market, what can be involved? For the sea and successful men's brands, what are the places worth our reference and analysis? This article will give you a detailed introduction to the relevant content.
The rise of the men's brand
1. Precise positioning and differentiated competition
Modern men pay more attention to quality and individuation when choosing clothes. Differentiated competition among brands has become particularly important. With its excellent product quality and precise marketing strategy, Coofandy, a menswear brand based in Shenzhen, has successfully stood out and become a leader in the industry. In 2023, Coofandy's annual sales exceeded 1.4 billion yuan, achieving an astonishing year-to-year growth of more than 50%. Its ranking in the US market has also steadily improved, rising from 18 in June to 15 in September, demonstrating its strong market competitiveness and brand influence.
2. Quality products and word-of-mouth marketing
Coofandy's success lies not only in its superior product quality, but also in its excellent word-of-mouth marketing. In the past year, 87% of consumers gave 5-star reviews after purchasing a product, and 13% gave 4-star reviews. Such high satisfaction has undoubtedly laid a solid foundation for Coofandy's continued growth. In addition, on September 8, 2024, Coofandy took to the stage for the first time at New York Fashion Week, winning great visibility and attention.
3. Market diversification and brand internationalization
In addition to the success of Coofandy, the well-known domestic men's wear brand “ Heilan Home ” After the sea also achieved remarkable results. According to the annual report of 2023, Heilan Home's overseas revenue was 272 million yuan, an increase of 23.98%, and the gross profit margin was as high as 68.89%. This shows the huge potential for menswear brands in the international market.
4. Product diversification and market demand
Men's hoodies, tight vests and other casual clothing in the market performance bright, and suits, shirts, cargo pants, casual pants and so on also have a great demand. Compared with women's wear, the growth rate of men's wear is more obvious. We POD clothing sellers need to constantly launch new products in line with consumer preferences according to market demand.
5. Innovative business model
Foreign brand Bonobos is known as the men's DTC brand “ The Godfather ” Its unique business model and excellent product experience have gradually climbed to the peak of the men's wear market. Bonobos has successfully disrupted the traditional way of menswear retail through its guided store model, data-driven precision recommendations and unique brand culture. For a long time, it has been known to solve the pain points of men's clothing, especially pants, which has made many male consumers shout: Men buy pants, Bonobos is enough! In terms of fitting, Bonobos' idea is also very genius. Under the extreme pressure of inventory and store rent, they put forward the function of online booking fitting to unify all consumers who have fitting needs, and send corresponding goods to the store where the appointment is made according to the products and sizes they want to try on, which not only ensures the fitting experience of consumers, but also ensures the fitting experience of consumers. It also greatly reduces the backlog of inventory, makes the operation of funds more smooth, and also makes consumers quite satisfied with the fitting service provided by it. In the later stage, after collecting enough data, accurate matching and related marketing are not only the magic magic of Bonobos to increase sales and profits, but also the consumers' “ Intimate good helper ” The real realization “ From the user data, to the user needs ” This step by step development process is very worthy of our learning and reference.
Key strategies for men's brand operation
1. Understand the target market
Deeply understand the consumer needs and preferences of the target market, and formulate corresponding market strategies according to the cultural background and consumption habits of different regions.
2. Optimize product quality
Ensure that product quality is always at the leading level of the industry, through high-quality materials and exquisite craftsmanship to win the trust of consumers, compared with women's clothing, men's clothing quality requirements are significantly higher, so optimize the quality of products, is an indispensable part, of course, the quality of any product, should be consistent with the positioning, In this way, the profit margin of sales can be maximized and the target group can be better locked.
3. Strengthen brand building
Through multi-channel brand publicity and marketing activities to enhance brand awareness and reputation, establish a good brand image, like the quality of clothing, brand effect is also the main point of concern for men, but with women in the brand, more is “ Compare ” In terms of brand, men are more about service and quality, so high-quality services and products are often the key factors in men's brand building.
4. Innovative business model
Learn from the successful experience of Bonobos and explore innovative business models suitable for our own brands, such as solving pain points, guiding store mode, data-driven accurate recommendation, etc., so that we have a clear road to follow for the men's wear industry.
5. Improve customer experience
Provide quality customer service, including quick response, convenient return and exchange policy, improve customer shopping experience, compared with domestic e-commerce, cross-border e-commerce return and exchange policy is a big problem, we need to pay attention to POD clothing sellers, while ensuring consumer experience, as far as possible to reduce the loss caused by returns, at the same time, We should also pay attention to the reasons for returns, solve the problems that can be solved, and reduce the return rate and reduce this loss.
Conclusion
With the continuous growth of the global men's wear market, cross-border e-commerce men's wear market has a lot of potential, but the same, cross-border e-commerce men's wear market also has many challenges, for us POD clothing sellers, how to do a good job of products and brands, we need to through accurate positioning, quality products, brand building and innovative business models, according to their own situation, from the pain point, Marketing and low inventory, cash flow rate and other aspects of their own optimization, so as to seize this growth market, to achieve sustained growth and development.
FAQ
Q1: What are the main challenges for menswear brands going to sea?
A1: The main challenges include cultural differences, fierce market competition, high logistics costs, the brand needs to in-depth understanding of the target market, to develop a suitable market strategy, in fact, these content for our POD clothing sellers is also a major difficulty and problem, we need to analyze the major e-commerce platforms, including independent stations, including all the cost of investment, As well as inventory management, compliance, local tax policies and other aspects of the content analysis, in order to determine the market or our products, the price is set at how much to ensure profits, and from what aspects can be reduced costs, increase profit margins, so that we can develop faster or live.
Q2: How to enhance the international influence of menswear brands?
A2: For well-known men's brands, in addition to the normal online and offline brand promotion, as well as various promotion plans, the international influence of the brand can be enhanced by participating in international fashion weeks, cooperating with local well-known designers, and multi-channel brand promotion.
Q3: How can data-driven accurate recommendations be implemented?
A3: Through the collection and analysis of user data, understand the user's body type, dressing habits and preferences, so as to provide more accurate product recommendations, for independent station POD clothing sellers, the early volume is not large, often need “ Manual ” Match the package or give the corresponding collocation suggestions, which requires enough understanding of their own products and target groups, in order to achieve more accurate and matching, the specific approach can refer to the sales data, see multiple purchases or multiple purchases at a time of consumers, what is the most favorite combination, but also refer to the collocation program and policy of the peer selling, Include the other party's marketing plan and lead information.
Q4: How are men's brands coping with inventory pressure?
A4: Cross-border e-commerce partners can use a customized POD clothing to reduce inventory pressure, if it is a brand, a large seller with offline stores, you can learn from Bonobos's guide store model, by making an appointment to try on, online order, reduce inventory pressure.
Q5: How can men's wear brands continue to grow?
A5: Through continuous innovation in product design, optimize customer experience, expand the international market and other ways to maintain the continuous growth of the brand, compared with the fierce competition of women's wear, men's wear there is still a lot of room for mining, with the changes of The Times, the status and needs of women and men have also undergone corresponding changes, especially in foreign and domestic situations are not the same. For domestic POD clothing sellers who do cross-border e-commerce, men's wear is a better choice than women's wear.
