The Global Guy: What Men Are Buying

There’s a new male consumer with voracity for innovative design. Here’s what he’s buying. It’s no longer news to anyone in even the broadest of fashion circles: Men’s wear is having a moment. Bold designers are injecting newness into the once-stagnant category, and the male customer is responding. Men’s wear sales in the U.S. increased 5 percent in 2013, while women’s trailed behind with a 4 percent gain, according to The NPD Group. It’s the same story internationally. According to consulting firm Bain & Co., the global market for men’s wear has been growing at a 4 percent compounded annual growth rate since 2010. Retailers are answering this surge by ensuring that their stores and e-commerce sites are stocked with the designers that resonate with this fashion-hungry customer. Men’s wear buyers reveal who these designers are and which regions are propelling the category’s growth. Massimiliano De Marianis, men’s wear buyer, LuisaViaRoma, Florence: “Our male customer is fashion-oriented and knows what he wants. He looks for something special. Saint Laurent, Givenchy, Rick Owens and Balmain are selling well right now. French designer clothing, Givenchy accessories and Saint Laurent shoes are top-selling categories. We will be introducing Massimo Piombo, Kolor, Wooyoungmi and Boris Bidjan Saberi

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