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Fashion for Men Consumer Insights

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?
5.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Workwear Mania
Men's workwear is embraced for its quiet sensibilities and functionality
Implications - 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. Inspired by the durability and functionality of favored fabrics like heavy cotton drill and deep indigo denim, this adoption of workwear speaks to an interest in building a wardrobe around timeless pieces not tied to any particular era, and which channel the quiet, stoic sensibility of normcore ideals.
Workshop Question — What timeless inspirations can you look to in order to help interested individuals escape the cyclical nature of fashion fads?
4.3
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?
3.9
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?
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?
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?
4.1
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?
5.7
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?
4.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Modernist Grunge Mania
Tastemaker pieces move beyond subtle reference to full 90s homage
Implications - With highly anticipated re-releases of cult footwear of the 90s era and hard-to-acquire yet undoubtedly covetable accessories dominating the social feeds of style tastemakers, fashion-minded consumers are incorporating this aesthetic with the help of both brands of that era, and savvy streetwear brands. This progression demonstrates the value in observing the unique convergence of streetwear and social media culture, and contributes to the movement forcing traditional fashion institutions to consider alternative business models.
Workshop Question — How can your brand better adapt to the changing dynamics of consumers' methods of purchase?
5.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Motorsport Streetwear
Streetwear looks take inspiration from the world of motorsports
Implications - As tastemakers look for new sources of inspiration outside of the formal fashion world, many are opting to incorporate iconography and designs that reference the world of motorsports. This progression demonstrates the all-encompassing nature of apparel trends and speaks to the continuation of obscure references as cultural currency.
Workshop Question — What fringe cultures could have a trickle-down effect on your industry?
4.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends