London Fashion Week: let's hear it for the boys

Menswear has always been one of the first categories to drop off shopping lists in recessions, while women’s and kids’ apparel is the last to slow down.

And the menswear offers of many retailers tend to play second fiddle to womenswear, often sold in smaller, second-floor and similar positions in stores.

Of course menswear is a smaller market than womenswear and, despite the rise of the metrosexual male, you would still be hard pushed to find many men who shop as frequently as women, or see it as a social activity.

Everyone, regardless of gender has undoubtedly reined in their spending but there is still a chance to attract the male customer with exciting, quality product. Given that Verdict expects the menswear market to be worth£8.9bn this year, it’s a prize worth chasing.

Men may shop less but they will make larger, quality purchases so that they can be spared being dragged around the shop by their better halves for as long as possible.

Men may also be more loyal. If they have a good experience in a particular shop they are likely to return to the same store rather than spending hours looking round them all.

Arcadia’s Topman was the co-sponsor of London Fashion Week’s MANday, and if any retailer has proven that menswear should not take last place in fashion retail and dispelled the fact that menswear is less sexy than its womenswear counterpart, it is Topman.

Topman brand director David Shepherd has worked hard over recent years and really managed to align the chain with the pulse of young, fashion-conscious men. It is, of course, somewhat padded from the downturn by its younger customer base, but don't let that take away from what it has achieved in terms of exciting and good looking stores and products.

Topman has also taken advantage of the changing face of younger fashion – once ruled by the sportswear chains – it is now far more firmly rooted in the world of skinny jeans and pop music.

Last year Arcadia boss Sir Philip Green heralded Topman as the best performing brand in his fashion group. Arcadia’s Burton, once the stalwart of the menswear world, has been overshadowed by its stablemate – but if it gets on track why shouldn’t it be a star too?

There are changes afoot for the whole Arcadia group. This week Sir Philip Green confirmed he would merge Bhs and Arcadia to glean efficiencies and put some of the brands under one roof.
It could be a smart move by Green, who has still not found a clear direction for Bhs, particularly in the fashion stakes.

Last week Green told Retail Week that new brands are where he sees the market going and they will be key to the future growth of Bhs. The approach has worked well for its homewares offer, which is often overlooked but is a very strong and good value proposition.

With the incorporation of Arcadia brands perhaps Bhs’s fashion offer will also be a stronger competitor. If it works, Green will be ready to shout about it.