Understand Men, Fashion and Online Shopping in 7 lessons!
- Fight ideas!
Men do not like fashion, shopping is not their thing and finally, it holds a life so what good!
All false ! The few studies carried out on the sector show on the contrary the importance of fashion for men and their taste for style! They are indeed nearly 80%, among the CSP + to like to be well dressed!
- Fight (yet) the received ideas !!
Who buys men’s clothes? Their wife, their girlfriend or their mom?
And no, in 83% of the cases, it is the men themselves who choose and buy their wardrobe! On the other hand, the opinion of women remains important for the majority of them. In fact, 68% of men take into account the opinion of the person who shares their life, 21% seek advice from another woman and 14% seek information from a member of their family.
- Shopping yes but the ease too!
Do men like shopping? Studies show us that the answer is yes! On the other hand, they diverge when it comes to knowing how much! Indeed, depending on the studies, the percentage of men who enjoy shopping ranges from 52% to 71%.
While men generally like to shop, it’s easy to understand why people have long thought otherwise. Some criticisms of today’s shopping experience, whether online or in store, are well anchored in men:
In store, they fear the world, the unavailability of products, and the fact of moving.
Online, the lack of contact with the product to try it, touch the material, etc. are the main inconveniences mentioned.
The secret to reaching this target will be to find the recipe that will make their experience more complete and easier!
- Choices dictated by trust
Men, more than women, are inclined to choose designer clothes (63% of men versus 44% of women), a guarantee of quality and durability. They would be more interested in building a wardrobe of durable basics than in indulging in compulsive shopping.
This attitude feeds the thesis that man needs to be reassured in his fashion purchases to find quality clothes, durable, and safe style. This masculine trend is supported by the needs and desires already mentioned: to be advised to validate its choices and to try the clothes.
- A real budget but a special focus on the price
The average budget of men for their shopping is 360 € per year, against 500 € on average for women. The amounts allocated to men’s fashion are therefore far from negligible! Not to mention that they are also 26% to spend more than 600 €.
Just like women, men want to control their budget! In 10 years, the place occupied by promotions in the shopping budget has increased. Indeed, it is almost a man’s clothing out of two that is bought in promo or sale!
- The potential of a young target more “fashion victims” than women of the same age!
In the specific market of men’s fashion, one of the great peculiarities is the predominance of young people! Men aged 15 to 19 spend an average of € 677 a year, € 62 more than women of the same age. They remain big spenders until the thirties then the budget granted to this item of expenditure is reduced to return to the average around forty.
This young target is particularly connected and committed. Just like women, men prepare their purchases upstream. They are indeed 82% to visit the commercial sites and almost a quarter to consult fashion sites, blogs, etc.
It is partly on these blogs that appeared the specificities of the male offer, characterized by a strong support of the Internet user in its online purchases.
- The web accompanies men!
Make no mistake, sites and blogs dedicated to men do not look like those dedicated to women’s fashion! The most surprising thing about being a woman and looking at it are the complete guides to help men choose their clothes, to know the brands, to decipher the trendy looks, to find their style and to find them online!
All these elements of content that have the purpose of accompanying men in the choice are very different from those found in women’s fashion often focused on highlighting an outfit and the originality of new associations.
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