The world is experiencing a menaissance.
Men are taking an increased interest in their appearance, are more in tune with the latest fashion trends, and are changing the rules of the menswear market.
Responding to the upsurge in demand for stylish menswear, brands are attempting to break boundaries and evolve their images while finding new sales channels and interactive platforms to reach this new customer base.
Indeed, menswear is proving to be the engine driving today’s fashion business – but where are the best menswear customers located?
It might not be a far off assumption that major metro areas in California would rank the highest – but that assumption would be incorrect.
While there is one California metro area on the list of the top 5 metro areas for consumer spending on menswear, the rest of the list may surprise you.
The list ranks U.S. metro areas by the average household expenditure on men’s apparel.*
Below are the results.
The top 5 metro areas ranked by average annual household spending on men’s apparel in 2013 are:
- Honolulu, Hawaii - Average Household Spending: $440.35 per year
- Farmington, New Mexico - Average Household Spending: $434.11 per year
- Washington-Arlington-Alexandria, DC-VA-MD-WV - Average Household Spending: $422.77 per year
- San Jose-Sunnyvale-Santa Clara, California - Average Household Spending: $417.71 per year
- Bridgeport-Stamford-Norwalk, Connecticut - Average Household Spending: $407.89 per year
*Metro areas are based on core based statistical areas (CBSA), which is a U.S. geographic area based around an urban center of at least 10,000 people.
What’s even more interesting is that these 5 areas are also projected to have the highest average household expenditure on menswear through 2018.
Evaluating Market Entry
As apparel retailers are lured in to the menswear market, evaluating their potential in this segment, as well as identifying who their male customers are and what these customers want is absolutely critical.
Because when it comes to shopping, even though men are paying more attention to what they’re wearing, they don’t want to spend hours in a store trying on clothes. They want to get in, and get out.
This makes the initial barrier to the menswear market difficult – but if retailers are able to convert male shoppers, they have a great sense of loyalty.
With effective customer analytic strategies – those that clearly show you who your male customers are, what they want, where they are, and the best ways to reach them – you’ll have the customer insights needed to guide your future endeavors in this market.
If you want to know who your best menswear customers are and what markets would be most successful in your expansion efforts, then we should talk.