Deep Dive 19 minutes Premium

Casualization Drives Growth in the US Menswear Market

Executive Summary

In this report, we analyze the US men’s clothing market.

  • Growth in the $88.8 billion US menswear market is being driven by demand for more casual apparel items. Reflecting this, suits are expected to be the slowest-growing of all menswear categories over the five years from 2018.
  • Athletic menswear brands are taking market share from traditional menswear brands. The top three athletic brands, Nike, Adidas and Under Armour, gained a combined 2.0% market share over five years while traditional retailers Ralph Lauren and Levi’s lost a combined 1.7%.
  • Demand for denim is growing and the category is expected to grow to $9.0 billion by 2023, to the benefit of both new and traditional players. Levi’s is overwhelmingly the top menswear denim brand, holding around one-quarter of the market in 2018.
  • Premium activewear brands are trying to move into the “white space” in a menswear market that remains underserved for high-quality performance brands focused on functionality, materials, quality and connecting with consumers.
  • Younger streetwear enthusiasts spend five times more per month for streetwear over non-streetwear. Consumers value exclusivity, community and status.

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