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From the missed opportunity for men’s brands using Instagram to which markets are growing fastest and the number of labels holding coed shows, here are some facts retailers and designers might find useful in trying to figure out how to weather the changes buffeting the fashion world.
The Online Opportunity
Men’s wear is expected to outpace women’s wear over the next two years, with a 5 percent annual compounded growth rate, according to the L2 Insight report on U.S. men’s wear. However, few fashion brands have prepared appropriately for the expected demand in their online businesses.
L2 evaluated 59 firms that carry only men’s or both men’s and women’s products and determined that although 86 percent collect gender information from customers at sign-up, only 41 percent use that data to modify the subject lines of their gender-targeted e-mails — which historically achieve higher open rates.
Additionally, nearly one-third of the brands that carry men’s wear fail to feature men’s products on their homepages and another 19 percent push men’s content below the fold. As an example, even though Calvin Klein’s most-viewed product page in the last year was the men’s underwear page, the company’s homepage promotes primarily women’s wear.
The report said that men are

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