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What to Watch: Men’s Wear Online Sales Have Grip, Customers’ Habits Shift

What men want is the holy grail online retailers are trying to figure out in order to better cater to their male audience, which is evolving fast — and growing even faster. According to market search firm Euromonitor International, global sales of men’s fashion, including apparel and footwear both online and off-line, are poised to generate revenues this year of $452.47 billion versus $440.24 billion in 2018, with sales in 2020 expected to climb to an estimated $473.86 billion. Munich-based retailer Mytheresa is the latest to dive into the fray by kicking off a men’s section in January, while Moda Operandi entered the market last year. Mr Porter — launched in 2011 — introduced its own label, Mr P, in 2017 and Matchesfashion.com has been ramping up exclusive men’s wear drops and capsules with international luxury labels. Customers’ rapidly changing purchasing habits and craving for fresh product are pushing online fashion destinations to constantly adapt in a bid to stay relevant. “The men’s wear consumer is constantly evolving, he is far more sophisticated and braver in his style and online purchases than he used to be,” said Fiona Firth, buying director at Mr Porter. “They are less risk averse and certainly quicker to purchase items.

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