Engaging the dedicated followers of fashion

On the 7th June, Men’s Fashion Week lands in London for its second bi-annual event. We look at the men in Great Britain with an interest in fashion, who they are and how to engage them.

The latest figure from Kantar’s TGI Consumer Data shows that just over 5.1 million men in Great Britain (10% of the population) agree that they like to keep up with the latest fashion.

The younger generation are more likely to be interested in fashion. Men in Great Britain who like to keep up with the latest fashions are 75% more likely than the average male to be in the 15-24 age group, and 69% more likely to be 25-34. The interest in fashion declines steadily throughout life stages, with men aged 65+ 72% less likely than the average male to keep up with the latest fashions.

Designer brands and image are particularly important to men interested in fashion

Men who are interested in fashion are especially likely to be into designer clothing brands. They are three and a half times more likely than the average adult to wear designer clothes and just under three and a half times more likely to agree that designer labels improve a person’s image. They are also 54% more likely to prefer not to shop in major high street chains.

Image generally plays a big role in the lives of those men who keep up with fashion. Our latest TGI consumer data shows they are almost three times more likely to say they like others to look at them and more than twice as likely to agree that other people’s opinions on their appearance are very important to them. They are also more than twice as likely to say that what they want most is to be attractive/well groomed.

This group will commit to spending in order to achieve the desirable appearance they crave. They are almost three times as likely as the average adult to say they spend a lot on clothes and over twice as likely to agree that they have expensive tastes. Our latest TGI data reveals they are frivolous with their spending, being 87% more likely than the average adult to spend money without thinking.

Celebrity endorsements and advertising can be deciding factors when parting with their cash on clothing – men who like to keep up with fashion are almost three and a half times as likely as the average GB adult to agree that celebrities influence their purchasing decisions and over three times as likely to rate advertising as the main factor when deciding which clothing and accessories to buy.

Cinema and mobile are key ways to reach this audience

When looking at the top media channels to engage this target, TGI Consumer Data shows that men with an interest in fashion are twice as likely as the average adult to be amongst the heaviest fifth of cinema goers and 53% more likely to be amongst the heaviest fifth of mobile internet users.

When it comes to the cinema, they are more than twice as likely as other heavy cinema goers to identify Martial Arts as their favourite film type.

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