Fashion

GLOBAL INVESTOR 1.16 — 11
NEW MARKETS
MALE ORDER
Typically, a brand caters
for women, with
men’s business on
the side. But there
are some successful
concepts where
the men’s business
is the starting point.
Hugo Boss was a
male-only business
until it started developing
a women’s
line in 1998. Its
women’s wear business
still only represents
10% of sales.
Tom Ford, well
known for his time as
designer at Gucci,
finally launched his
own Tom Ford line
in 2006, with a male
focus at first, and
later introducing a
women’s line. Berluti,
owned by LVMH, a
high-end male shoemaker,
launched a
ready-to-wear line a
few years ago.
Berluti, which generated
EUR 30 million
in sales in 2011, has
added more than
EUR 100 million to
this figure after expanding
its product
offering and global
store network.
Menswear now has a
biannual event focusing
solely on British
men’s fashion called
London Collections
Men, launched in 2012
and covered by press
and buyers from
50 countries. New
York started a dedicated
men’s fashion
week (the New
York Fashion Week)
in July 2015.
Quoting the CEO of
British Fashion Council,
the menswear
equivalent of the London
Fashion Week,
the global menswear
market is now worth
USD 440 billion.
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FOR MORE ON
BRANDS AND MARKETS,
GO TO PAGE 30