Is the era of women’s fashion coming to an end? Faced with a new customer base and the influx of brands into shopping centers, the men’s fashion market is undergoing a transformation. Traditional business brands and emerging men’s fashion labels are standing on a new starting line.
At the end of January, Paris Spring Department Store opened a 2,690-square-foot concept store on its first floor, dedicated to men’s accessories, grooming, watches, jewelry, and home goods. Meanwhile, Galeries Lafayette announced a comprehensive renovation of its four-story men’s building, set to be completed by 2026.
The Chinese men’s fashion market is also buzzing with activity. Chinese designer brand Pronounce collaborated with Assemble by Reel, a multi-brand store located in Shanghai’s Réel Department Store, to create a street-facing window display on Nanjing West Road. A&F opened three stores simultaneously in Hong Kong’s New Town Plaza…
A glimpse into these developments reveals a broader trend. The dense layout of men’s stores is challenging the long-held belief that women’s fashion is the cornerstone of shopping center revenue.
Men’s Stores Securing Core Locations in Global Markets
As early as 2021, data showed that in 321 cities across China, men’s fashion accounted for an average of 10.18% of retail formats. Among the four major first-tier cities, the proportion was the lowest at only 7.10%, significantly lower than the average proportion of women’s fashion in these cities (about 19.95%).
In the past, constrained by a commercial history that emphasized strong social functionality and weak creativity and independent aesthetics, men’s fashion brands seemed to always occupy a corner of retail centers. However, as the consumer market enters a new cycle, men’s stores are rapidly replacing women’s stores, a trend that has been repeatedly validated in major cities worldwide.
Les Deux Men’s Fashion
In just one year, the Copenhagen brand Les Deux generated “seven-figure revenue” from its pop-up store at Galeries Lafayette. Three years ago, this brand was virtually unknown in France. Les Deux is one of Galeries Lafayette’s most successful recent cases, but it is not an isolated example. Since its exclusive launch at Galeries Lafayette in September, Skims has quickly become the store’s second-best-selling men’s underwear brand, second only to Calvin Klein. In July next year, it will open its own dedicated men’s counter. Lemaire’s men’s counter, originally planned to operate for six months at Galeries Lafayette, has been extended until spring due to its overwhelming success.
Ami Le Paris Paris Handbags
Other independent brands favored by avant-garde male shoppers include Ami, Courrèges, and Jacquemus. Rick Owens opened earlier this month, and Ami will launch an exclusive pop-up store at Galeries Lafayette in March. Cent Neuf opened its dedicated men’s counter on January 29 during Men’s Fashion Week.
Currently, men’s fashion accounts for 15% of the sales at Galeries Lafayette’s flagship store on Boulevard Haussmann. Alice Feillard, Galeries Lafayette’s Men’s Fashion Director, noted that the men’s fashion trend is not limited to Paris. The retailer also plans to further renovate the men’s sections in Bordeaux and Strasbourg to attract trendsetting male consumers.
Kiton男装
The Asian men’s fashion market is also undergoing a large-scale retail store reset. Kiton recently opened its first directly operated store in Japan, a key step following the establishment of Kiton Japan last year. The men’s store is located opposite the Hermès boutique in Tokyu Plaza Ginza.
Yohji Yamamoto Pour Homme 2025-26 Autumn-Winter collection
Chengdu’s Taikoo Li recently welcomed a new Dior men’s boutique. At Guangzhou’s K11, the newly opened Yohji Yamamoto store prominently features the Yohji Yamamoto Pour Homme and Y’s men’s collections. Earlier, Kent & Curwen, after being acquired by Biem.L.Fdlkk, embarked on a global refresh, opening a new boutique at The Venetian Macao.
From 308.1 billion yuan in 2009 to 566.1 billion yuan in 2023, China’s men’s fashion market, nearly entering the 600 billion club, is finally holding its own against women’s fashion in high-end malls in first-tier cities. According to relevant research, over 60% of developers are optimistic about the men’s fashion market, particularly men’s brands, with casual sportswear, streetwear, and emerging brands being the top choices. Additionally, 55% of developers would consider business men’s fashion.
