Wednesday , September 28 2022

Nike, Lululemon, Gap invests in home clothes


Men's clothing is having its time in the spotlight.

This week, Nike launched her new collection of yoga clothing for men. Although this was the company's first incursion into male yoga clothing, the move was very aligned with the competitors who have been pushing the clothing market for men's clothing recently.

Lululemon, bread and butter have long been women's yoga pants, it is one of these competitors. The former CEO, Laurent Potdevin, described male fashion as one of the "best kept secrets" of the brand. The company now seeks to grow this division in business of one billion dollars.

Gap Inc. He also jumped into the car last year, with his new casual informal brand Hill City.

But the tendency towards men's clothing is beyond the sports fashion market. Madewell published home-made clothing in September, the newly closed women's clothing store in Brookfield Place, but maintained its male clothing position, the sisters Mary-Kate and Ashley Olsen launched their own collection. Men's fashion collection for fashion The Row brand last year, and the list goes on.

All these brands seek to take advantage of a great change in fashion, and in the not too distant future, the clothes of a man can overcome women's clothing.

The business intelligence company Gartner L2 estimates that, in just two years, the growth in income from home wear will exceed that of women's clothing. These data are supported by Euromonitor International, who considered that the lines of men would outgrow women over the next six years.

Where did you start

"Fashion has always been about women, but men finally have their time," he told Business Insider, Lizzy Bowring, director of the footbridge in the WSGN trend forecasting agency.

Bowring believes that the upsurge of male and fashionable youngsters is a key reason for this.

"They are the youngest men who are pushing the push for home clothes," he said. "These men are wiser and more aware, and there is a lot of competition to look at."

Ayako Homma, beauty and fashion consultant at Euromonitor International, echoed these thoughts in an email to Business Insider.

"One of the key trends is the changing perception of men's fashion: men spend more time, effort and money in their preparation and appearance," he wrote.

Nike has a new collection of yoga for men.
Courtesy of Nike

Experts say that the stock of men's clothing goes back to a streetwear clothing boom, which has been driven by brands such as Supreme, Yeezy and Off-White. These brands have experienced explosive growth in recent years and are considered to redefine the fashion scene.

Read more: The secret of Kanye West to build a footwear empire to compete with Nike

These tags have been adopted by luxury players, a movement that, in turn, has given birth to some of the luxury brands.

Louis Vuitton recently hired the industry of Virgil Abloh to become his new art director. Abloh is in charge of installing, perhaps, the most attractive brand in the racing market, Off-White, which has recently been ranked as the best brand in the world.

"Men's business has exploded over the past five years," said Roopal Patel, fashion director of Saks Fifth Avenue, in June. Patel said that the approach has moved to introduce newer labels focused on men like Off-White.

"We have gone from the category only to realists who are looking for a man's lifestyle, from work to night at the weekend to do sport," he said.

Industry researchers say that this trend is here to stay.

"It's more than a buzz. It's a deeper trend," said Reuters Sidney Toledano, head of the LVMH fashion group.

He continued: "There is a strong demand for the men's fashion industry, in all its forms and forms, and it comes in part from a younger clientele. We see it very clearly in sales."

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