Fashion for Men Consumer Insights

Trend - Skincare brands are launching masculine eye masks designed specifically for male consumers. These products are crafted to address common concerns such as puffiness, dark circles, and signs of fatigue while featuring packaging and branding that appeal to a male aesthetic to normalize male skincare.

Insight - Male consumers are increasingly embracing grooming and skincare as part of their self-care habits, driven by a desire to look and feel confident. However, traditional skincare products often fail to resonate with men due to a lack of targeted marketing. The pressures of modern life, including work and stress, have heightened the need for solutions that deliver quick, visible results. By introducing masculine eye masks, skincare brands address these desires while breaking gender stereotypes.

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.

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.

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.

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.

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.

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.

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.

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.

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.