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Fashion for Men Consumer Insights

Mycelium Leather
Brands are using mycelium as a vegan leather substitute across industries
Trend - Brands across textile industries have begun using mycelium as a basis for vegan leathers. These leathers are nearly indistinguishable from animal leather, and are more sustainable. Mushroom leather products can be marketed without backlash from eco-conscious consumers and organizations.

Insight - The two main reasons why customers are hesitant to purchase products made from animal leather are the ethics of animal cruelty and unsustainability, as leathermaking produces carbon emissions. However, leather has become a staple in handbags, jackets, and more, as it is weather-resistant and fashionable. While vegan leathers have been around for a while, brands have yet to perfectly replicate the quality of genuine leather, placing pressure on brands to continue trying new materials.
Workshop Question - How could your brand transform traditional products with sustainable practices?
7.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Razor-Sharp Aesthetics
Grooming brands leverage design to elevate the aesthetic of the razor
Trend - Brands are creating products in the male grooming space that appeal to high-income consumers. With a focus on luxury, these companies are leveraging design to create offerings that are aesthetically appealing, with an elevated degree of usability.

Insight - Contemporary consumers take their self-care rituals quite seriously and often look for ways to enhance the experience with luxurious connotations. As a result, many are on the lookout for products that are not only functional but ones that are thoughtfully designed and emphasize the importance of aesthetics. Amid the multitude of offerings, consumers are captivated by products that instill a desire in users to interact with the product on a daily basis.
Workshop Question - How could your brand elevate the experience of your product/service?
4.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Genderless K-Pop
K-Pop drives the post-demographic development of genderless beauty
Trend - By reflecting the post-demographic beauty aesthetic often present in K-Pop, partnerships between K-Pop bands and beauty brands present an opportunity for individual expression to the masses of youth. K-Pop, originated in South Korea, is a style of Korean pop music that reflects modern beauty ideals of that culture, as well as its musical tastes. These ideals often sit in contrast to ideas of attractiveness in other countries -- for example, K-Pop spotlights a polished masculinity that is very different from what's seen in North America's common portrayal of maleness.

Insight - The mass appeal of this movement is heavily dependent on Generation Z, as this youth generation is more open-minded and individualistic than generations past. Generation Z is more open-minded because they grew up using the Internet; giving them exposure to many different cultures and opinions during their developmental stages. Access to social media has also given Generation Z a unique perspective on identity and emphasis on uniqueness that impacts their view of beauty as a concept, and as an industry.
Workshop Question - What is one International trend you could leverage?
3.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Workwear Mania
Men's workwear is embraced for its quiet sensibilities and functionality
Trend – Taking the wearability associated with the rise of athletic-inspired clothing even further, men's fashion has become enveloped in the appropriation of traditional workwear attire. The adoption of this clothing type is inspired by the durability and functionality of favored fabrics like heavy cotton drill and deep indigo denim.

Insight - Many consumers are becoming interested in building a wardrobe around timeless pieces not tied to any particular era, which channels the subtlety of normcore ideals. Normcore emerged as a popular unisex fashion trend among Millennials, which highlights unpretentious, "normal"-looking items. The movement emerged as a backlash to the hyper-individualistic aesthetics seen not just in fashion, but in design and digital branding associated with the Millennial generation. That ubiquity created fatigue that resulted in a thirst for more neutral designs.
Workshop Question - What timeless inspirations can you look to in order to help interested individuals escape the cyclical nature of fashion fads?
2.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Guy-ified Gentle
Brands market cosmetics products to men with sensitive skin
Implications - Though skincare products for men are increasingly common, marketing strategies typically fall back on tropes like toughness and durability. Recognizing the reality of men's skins, savvy brands have introduced products that are marketed toward men who need gentle skincare products, upending traditional gender norms. With Gen Z increasingly spurning these norms, cosmetics brands with this forward-thinking approach can capture more of the future male market.
Workshop Question - How can your brand subvert gender stereotypes in your product's marketing?
3.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Historical Skincare
Cosmetics companies market to men by referencing tradition
Implications - Though men represent a far higher percentage of revenue in the cosmetics industry than in the past, many men still hesitate to engage with products that are nonetheless primarily marketed as feminine. In order to circumvent that notion, cosmetics companies highlight the traditional and historic uses of their products, showing that male cosmetics have indeed existed for hundreds (if not thousands) of years. Brands that leverage tradition can allay consumers' concerns about the cultural aptitude of products.
Workshop Question - In what ways could you leverage the historic uses of your brand's offering?
3.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Ayurvedic Beauty
Skincare brands leverage the power of ancient herbs to appeal to male consumers
Implications - Rooted in ancient tradition and culture, ayurvedic practices and ingredients are being integrated into everyday skincare products specifically targeting the male consumer. These superpower ingredients are favored by skincare brands to showcase the potency of their products, which is leveraged when marketing to the male demographic looking for products that simply work. The rise of ayurvedic elements within skincare demonstrates the impact of holistic wellness within modern consumer priorities.
Workshop Question - What appeal does your brand have to your current consumer base and how can you zone in on that in your messaging?
2.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Youthful Male
Men acquire a taste for self-care via anti-aging skincare rituals
Implications - Starting to venture into topical forms of health and self-care, many men are becoming aware of the importance of preventative skincare in terms of anti-aging. As an approachable form of entry into the beauty realm, men are looking to keep their skin youthful while also investing more time into their own well-being through adopting skincare rituals and routines. This growth indicates the rise of self-care as a priority for both men and women during their valuable leisure time.
Workshop Question - What intimidates consumers about your industry and how can you create accessible offerings to help bridge that gap?
3.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Dad Branding
Parenting becomes a style statement for Millennial Fathers
Implications - Fully embracing the unique brand of cheesiness that comes with being a dad, Millennial dads are excited to show off their new role as patriarchs through their wardrobe choices. While this may seem like another ironic Millennial fashion trend seeping into adulthood, what we’re really seeing is a shift in personal branding where young dads are comfortable with showing how connected and how much they care about their offsprings, proudly showcasing their love for the world.
Workshop Question - What are 3 ways your consumer’s values are going to shift over the next 5 years and how will you adapt?
5.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Paternal Pampering
Dads prioritize self-care as a form of stress relief
Implications - Entering parenthood can be a stressful time and while mothers tend to have an array of pampering products targeted towards them, we’re also seeing fathers prioritizing relaxation and me-time through kits and products that help them unwind. With self-care becoming integral to the daily routines of the Millennial demographic, we’re seeing this trend increase its reach, permeating specific target market such as the modern dad.
Workshop Question - How might you better align your brand offerings to the increasing importance placed on self-care and relaxation?
3.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends