High Demand for Male Models as the Menswear Market Continues to Grow
The British menswear market has grown by 12 per cent, according to global research company Mintel. And this growth is predicted to continue by a further 11 per cent between 2012 and 2017.
Mike Illes, boss of MOT Models has noticed an increase in male model requests over the past year. He comments: “We’ve had a massive growth in men’s bookings this year. At present, 40 per cent of all of our bookings are for male models.The level was just 27 per cent in 2012. We have an immensely strong men’s board at the moment, which partly explains things, but such a huge shift in booking behaviour is led by significant changes in the commercial marketplace.”
As the British Fashion Council prepares for its third installment of London Collections: Men, chief executive Caroline Rush said; “British menswear has incredible heritage and has influenced men’s style for decades. Today, our heritage brands and Savile Row are matched by talented, developing businesses that are leading innovation in menswear.”
The chair for London Collections: Men, Dylan Jones said, “Menswear has never been so important, especially in Britain. During the recession is has been one of the sectors that has outperformed in the fashion industry. Menswear has always been a smaller part of the industry than womenswear, but for many companies it is approaching 50 per cent of their business.”
Mintel research reveals that digital platforms are contributing to the rise in menswear sales. In the past year, 68 per cent of male shoppers online have used laptops or desktop computers to buy clothing, while 25 per cent used a tablet and 15 per cent a smartphone. In addition to increased use of the internet, men are trading up, with 52 per cent of men surveyed saying that they are willing to spend more on a brand they like.
Hence the increased demand for male models. MOT has models split into five categories: mainboard, thirties, ecommerce, new faces and classics. Mike Illes continues: “One of the busiest ecommerce models is Freddie Lund who has featured in advertisements for Ted Baker, Barbour and Savile Row. While Roger Frampton has made appearances in ads for Jean Paul Gaultier fragrance and the luxury designer clothing retailer Cruise Fashion.”
The London Collections: Men event takes place from June 16-18 and showcases SS 2014. For further information, please see:
Images courtesy of MOT Models top, Freddie Lund for Ted Baker; bottom, Roger Frampton