Home Breaking Glimpses of light in the gloomy skies of men's fashion

Glimpses of light in the gloomy skies of men's fashion

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Two hangers are biggest innovation of German men's clothing of past five years. Jacket and trousers of a men's suit are now delivered separately, ie in modular system. It used to be different. There came a suit on a single hanger, pants and jacket in size 48, 50 or 52.

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Then men discovered ir new physicality: y began to pump ir muscles in fitness studios, on tracks or bike tracks. Due to wider shoulders, arms or massive thighs fit standard sizes no longer. Thus "split suit", upheaval, logistics, warehousing and residual marketing of manufacturers came before completely new tasks.

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But re are or new "tasks" in men's clothing to cope with. Eight per cent of turnover reported to "textile industry" in July, it is time! challenges:

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  • More and more people stay away from inner city, buy fashion on Internet.
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  • The move away from confection to sportswear.
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  • The cumbersome shopping structure in men's fashion: for every area – knitwear, suits, jeans, knitwear – re is an own buyer, none has an assortment overview.
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  • The Discussing of Social Interest Groups. Here fashion-minded, open-minded big cities, re wide mass, amenity for little money searches.
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Five snapshots from a tormented industry …

N1. Mass instead of mode n

The most sold shirt in upscale specialist trade is "Commander", costs 29.90 euros and is produced by Katag AG in Bielefeld. 120,000 pieces per year, in standard colors white and light blue. "Meanwhile, with Elasthan's share," says Katag CEO Angelika Schindler-Obenhaus, because German men appreciate convenience.

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The only growth driver is sportswear, leisure clothing, delivered to country by way up to size 6 XL. Fashionable aspects do not play a role in mass market: "It does not matter to customer wher a suit is narrow-cut, main thing he likes."

N2. "Aloha from Hell" n

Paris-based place Vendôme, center of French elegance, Berlin-based start-up label SSS Worldcorp shows a slanting guerrilla fashion for selected international journalists and photographers. It is a happening of hipness.

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"Aloha from Hell" is collection, which is entirely tailored to personal taste of full-dressed fashion designer and street style star Justin O'Shea. Hawaii shirts, tight pants, a leopard jacket. The staging, cool and shrill, becomes a triumph for influencers.

N3. Beware of B-Ware n

Five million customers visit "Ingolstadt Village" and "Werim Village" annually, where re are no more current collections, B-goods, backers of trade or goods from overproductions offered. Half of visitors are men.

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"We are a destination," says Director Kai Niehaus: "We do not come by chance, visit is planned." The stylish designer outlets compete with retail trade for transport to A9 and A3, blessed with car parks just in front of entrance inner city. "It is more relaxed than in city, and range is unique."

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Business suits, casual wear, socks, underwear – here everyone finds what y are looking for. Permanent customer surveys give Kai Niehaus a precise overview of wishes of visitors, for example, which brands, services or gastronomy concepts y expect: "We draw customer into his world, offer an optimal shopping experience."

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Is it a problem that goods is one year old? "Our customers do not want any current trends. They look for good, timeless quality at a reasonable price. "

N4. Luxury curated brands n

So Mario Eimuth, founder of luxury internmentist Stylebop. He was able to record a 36 per cent increase in number of users over past two years. The number of repeat buyers was "fantastic". The customers come because of pointedly curated offer of popular world brands such as Balmain, Valentino, Amiri or Off-White, which is to this extent only in Berlin or Munich.

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And y value an outstanding service: delivery on day of order, unproblematic return processing and a rapid re-transmission for returns. "Our male customers are extremely loyal," says Eimuth.

N5. Paradaexemplar Drykorn n

Approximately 40,000 trousers are sold by Kitzbayer County Dryhorn from year. "The price threshold is € 399," says Managing Director Marino Edelmann. "At moment we are selling narrow cuts and young customers want to present ir slim body." As international trend is towards Oversize, Drykorn also offers wide-cut waist pleats: "We are going very well, but we get commercial relevance Basics. "

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Sales of normalo goods on area, image with high fashion in owner-owned stores. Much depends on presentation. That is why Drykorn makes merchandise in casual photography productions for press and Internet elaborate, makes brand tangible, emotional and also offers styling tips. "German customers are solid, but fashionable is not so experimental. For m, advice is important, for example, that y can wear a suit jacket to jeans jacket. "

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Annette Weber was editor-in-chief of fashion magazine "Instyle" for eight years. The elegant Munich woman, a cult figure of scene, runs blogazine "Glam-o-Meter" and is an expert in luxury, glamor, style.

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