Fashion brands are expanding to menswear based on social media analytics
Hi, and welcome to Glossy’s Weekly Recap, where Glossy editor-in-chief Jill Manoff breaks down a big industry conversation and highlights five of the latest must-read Glossy stories. Sign up here to get Glossy’s daily, in-depth coverage on the businesses of beauty and fashion in your inbox every weekday morning.
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.”
Catch up on the week’s 5 most-read beauty and fashion stories below.
领英推荐
In a move to create more robust wellness offerings at Lululemon, the brand has expanded its membership program to include outside fitness and wellness brands.?
Cetaphil is entering a new era, according to Tara Loftis, the brand's global president. And to usher it in, it's tapped Gen-Z queen Katie Fang (5.2 million followers on TikTok, 506,000 on Instagram).
YSL Beauty has just wrapped a seven-day pop-up in East Hampton focused primarily on its new launches. Among them: its $39 Make Me Blush 12H Blurring Liquid Blush, which is available in six colors; its $40 Candy Glow Tinted Butter Balm, also available in six colors; and its range of Libre fragrances.
Timed with its 30th anniversary, Nars launched Nars Maison Explicit on Tuesday on narscosmetics.com. The virtual experience, which merges storytelling, gaming and commerce, is accessible on mobile and desktop in nine languages and in 13 markets, including the Americas, EMEA and Asia.?
The Nordstrom family’s intentions have been known for months, since the first reports of their desire came out in March and through multiple reports on potential acquisition partners like Sycamore Partners. On Wednesday, Nordstrom, the company, put out a statement confirming receipt of the proposal from the Nordstrom brothers and El Puerto de Liverpool and that a special committee had been formed within the company to consider the proposal. No further statements regarding the proposed deal would be given until a decision is reached, the statement said.
Sign up here to get Glossy’s daily, in-depth coverage on the businesses of beauty and fashion in your inbox every weekday morning.
New York City-based Bilingual Marketing & Retail Operations Leader ?? | Social Media Marketing ?? | Project Management ?? | Top Influencer Marketing Voice ?? | Content Creator ????
2 个月Love to hear that menswear demand is growing!