The men's ready-made clothing market - Portugal

1.1 Presentation and definition

Men's fashion includes different categories of clothing, accessories and shoes. Distribution can occur through different channels: physical, online, hybrid (such as "click and vest"). The global clothing and footwear market is growing slightly, driven in particular by the dynamism of the sportswear and children's fashion segments. Men's fashion is also very dynamic thanks to the increased purchasing power in emerging countries and the continuous development of sales areas.

Competition is fierce in all segments of men's fashion, and marketing and communication campaigns are more than crucial to stand out. For example, increasing the presence in social networks, getting involved with associations for sports or cultural events, recruiting brand ambassadors, all represent actions aimed at gaining a competitive advantage. Innovating in how to distribute and reach the final customer is also a clear trend in the market, as demonstrated by the growth of pop-up stores and the customization of articles.

Due to pressures on mass garment production in Asian countries such as Vietnam or Bangladesh, commercial fashion giants are being forced to seek solutions in more developed countries to evade political and social pressures. In the midst of these problems Portugal has been balancing quality with good price.

Still, companies continue to offer walkway-inspired designs at affordable prices and launch many collections during the year, encouraging consumers to increase the frequency of their store visits. The biggest challenge today is the "fast fashion" critical tools and their impact on the environment. Many brands are investing in the segment with sustainable and more ecological fashion. Hence also the mania for second-hand fashion (used clothing stores and online retail sites). For brands to increase their appeal to these consumers, it will be crucial to offer accessibility in terms of price, which represents the main purchase criterion mainly among the Portuguese male pubic.