16 hours ago | By Alice Gividen
Experience the leading provider of consumer foresight.
May 04, 2017
Boosted by social media, celebrities and a younger male consumers’ propensity to experiment, pink has trickled into the menswear industry slowly but surely.
Pink in menswear held 2.9% of new-ins in the UK over March 2017. 32% of these new items were offered by ASOS – a significant increase of 116% YoY in their merchandise, while River Island grew its assortment of menswear pink new-ins by 157% YoY suggesting that young fashion brands are grasping this new found openness with both hands.
Pink’s biggest presence was previously in men’s shirts (formal shirts are often in shades of pink), but it is now tops that hold the majority of pink new-ins at 43.9%, championed by young fashion retailers such as Boohoo and H&M. Tailoring is another significant gain, increasing its share of the new-in pink assortment to 12%. The introduction of pink has also allowed other typically feminine details such as velvet, embroidery and floral products to enter the UK menswear market with some SKUs out of stock featuring these elements.
Merchandising and window displays are critical to stimulate consumer demand. Outfit building suggestions (both instore and in online editorials) presenting pink alongside other complimentary colours to suggest how these new shades can be worn, will help consumers visualize pink in their wardrobes. With an older audience, subtlety is key – so instore staff suggestions and guidance will help these shoppers branch out.
Millenial pink has become a staple part of assortments as a symbol of the younger gender-fluid generation and pink will remain a staple part of ranges into A/W 17/18. As the season progresses, dusty shades of pink can be introduced into assortments as accents to deeper purples such as Bordeaux and steel greys as the perfect foil for winter wardrobes and party season.
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