Fashion brands are expanding to menswear based on social media analytics
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Brands including Sergio Hudson and Christian Cowan have introduced menswear on their New York Fashion Week runways this season, answering demand.
“Sometimes brands fail to look at their social media analytics: Who are the people who follow you?” said Christian Cowan, founder and designer of his 7-year-old namesake collection. “We have a 35% male audience [on social media]. A brand should monetize that and expand into that. … You’ll be seeing more menswear from us as time goes on.”
Cowan said men took a new interest in the brand when he and his partner, singer Sam Smith, hit the 2024 Met Gala red carpet this year wearing suits he designed.
According to Scott Kerr, founder and president of Silvertone luxury branding consultancy, “There are a lot of men who like the look and feel and story of certain women’s brands and want to buy into that story.”
However, he noted that, while “menswear is an exploding category, womenswear is still where the money is.”
Gab Waller, who’s built a business on sourcing hard-to-find luxury products for affluent shoppers, said she’s not yet seeing a boost in men’s clients based on more brands expanding to the market, but she expects she will soon.
“Give it six months,” she said, adding, “I'm absolutely not surprised that brands are tapping into menswear and the opportunity to expand their clientele.”
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1moLove to hear that menswear demand is growing!