For men, dressing down is starting to look good.

Author/s: Carolyn Setlow
Issue: Discount Store News, Sept 7, 1998

Casual-wear is currently the largest and fastest growing segment in the men's clothing industry.  Roper research shows that, since the early '90s, this trend has been fueled by a marked decrease in formality for Americans--both in the increasingly casual work dress code and more relaxed leisure styles.  The popularity of "Casual Fridays" has created a new category of men's clothing, "work/casual wear," comfortable enough for dress-down days but still businesslike enough for work-an important part of any retailer's inventory.

Our figures indicate that future demand will only increase.  Almost two-thirds of all Americans feel casual day at work is "highly fashionable" or "in," and growing numbers of American men own, wear and think they look good in casual clothing.  Almost one-third of American men wore casual clothing to work in the past week.

While a majority of men buy casual wear in department stores (66%), 40% shop at discount stores, creating a window of opportunity for the discount retailer to grow this segment.  More than half (52%) of those whose household income is under $15,000, 46% of those with household incomes of $15,000 to $30,000, 43% of those making $30,000 to $50,000, and 32% of those making over $50,000 purchase casual wear at discount stores.  Age also has a bearing: 35% of 18-to-29year-olds, 44% of 30-to-44-year-olds, 37% of 45-to-59-year-olds, and 43% of those over 60 frequent discount stores for casual wear.  These demographics should be reflected in promotional materials.

To encourage men to frequent your store, you may want to consider a "Casual Friday" sale where you offer gifts with purchase or discounts, either to targeted groups or all men's casual wear shoppers.  Some good target possibilities include employees of nearby companies, unions, residents of local over-5O communities or local college students.

Overall, American men are dressing more casually than before and on a regular basis.  More than half (55%) frequently wear sport shirts, up six points since 1994.  In addition, 46% regularly wear casual slacks-more than one-third (34%) wear them "nearly every day"--and half wear casual shoes for leisurewear.  Blue jeans (75%) and T-shirts (69%) are still the most regularly worn casual attire-up nine and 10 points, respectively.

However, fewer men feel it is "always" important to look their best, so they are less likely to wear casual clothing such as slacks and a sport shirt or sweater when engaging in day-to-day activities such as shopping for groceries (18%) or hanging around the house (15%).  Significantly, men are more likely than before to think it's "usually" if not "always" important to look his best.  Probably, this explains why men who no longer dress up for many activities still opt for a fashionably casual look for eating in a good restaurant (46%), having close friends over for the evening (43%), or going to a fairly large evening party at a club lodge or friend's house (27%).  Advertising for men's casual wear should reflect the specific occasions for which men wear casual clothing.

Roper research also shows regional differences in how men judge their appearance.  Southern and Western men in particular think they look best in casual slacks (32%), with Southern men also having the highest percentage who think they look best in sport shirts (32%).  Only 21% of Midwestern men and 11% of Northeastern men feel they look best in casual slacks.

By being tuned in to the "who, "when" and "why," retailers can target their sales and promotions to reach a larger piece of the growing men's casual wear pie.

COPYRIGHT 1998 Lebhar-Friedman, Inc.