Brands from Louis Vuitton to Balenciaga are courting male shoppers as the market becomes more competitive and lurches towards streetwear.
Luxury brands are raising their game in menswear, which is expanding at a faster clip than women’s clothing as styles loosen up and streetwear like hoodies find a new audience.
Big fashion houses including French conglomerates LVMH and Kering are among those hiring eye-catching designers and investing in male attire.
This mixed casual anoraks, holster-style accessories and sleek trench coats, and drew hip-hop royalty.
“There’s strong demand across the men’s fashion industry, in all its shapes and forms, and which comes in part from a younger clientele. We see it very clearly in the sales.” Sidney Toledano, head of LVMH’s fashion group, said on the sidelines of a fashion show. Men are now among the biggest sales drivers of the industry along with millennials, or 20 to 35-year-olds.
Womenswear still had the biggest share of the broader $1.7 trillion apparel and footwear market in 2017, with menswear less than a quarter, Euromonitor data shows.
Yet the market research firm forecasts men’s lines will outperform women’s between 2017 and 2022, with sales expanding by a compound annual growth rate of 2 percent.