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DFF: New Look taps into 'tribes' in the booming menswear market

Identifying gaps in a menswear market set to grow by 30% to £15bn by 2021

Christopher englinde newlook

Christopher englinde newlook

Tapping into modern tribes and having a clear brand message are key factors in harnessing the power of the booming menswear market, New Look menswear director Christopher Englinde told the Drapers Fashion Forum this afternoon.

The UK market menswear is set to reach almost £15bn by 2021 – growth of 30% – and Englinde described the tastes of the evolving male consumer as based in ”modern tribes” that fashion companies can tap into.

“In 1998, if you wanted to target men, you could start a suit company and that would be it,” said Englinde. “Today you have to look into the market a little bit more. There is far more potential than just suits – millennials want to be unique, but they still want to belong to a group or ‘tribe’ that shares their values.”

Englinde highlighted the need to identify a very clear consumer in menswear – looking at their customers’ thoughts on price, quality, inspirations, where they are in their lifecycle, the tribes they belong to and their age.

However, Englinde insisted that physical age is no longer relevant: “It’s all about mental age now – how old do people see themselves?”

New Look’s approach to menswear – it opened its first standalone menswear stores in Portsmouth and Wigan September 2015 – was to widen its customer base by identifying gaps in the market. Activewear and grooming are set to launch in stores and online before Christmas.

New Look has so far opened 14 standalone menswear stores, and aims to open 20 more each year in the UK and internationally over the next five years.

He also spoke of the importance of social media, particularly Instagram, in building the New Look menswear brand: “You have to constantly speak to your customer,” he said. “You have to be seen everywhere.”

 

 

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