6-consumer-profiles-driving-spring/summer-’22-men’s-wear

The Spring/Summer ’22 shopping for season has commenced, however the traditional themes and tendencies that populate heat climate collections can be filtered by way of a post-pandemic mindset that craves pleasure, nature and a digital detox.

In a latest webinar hosted by WGSN and Informa Markets, consultants outlined the buyer drivers that can affect the subsequent season of buys. As a season dominated by self-expression, Noah Zagor, WGSN senior North America males’s put on strategist, mentioned males really feel extra snug in their very own pores and skin and elegance. The ensuing seems to be, he mentioned, skew loud and vivid, in addition to private and akin to a non secular awakening. But all are expressions of pleasure for what’s to return.

“We’ve been talking a lot about how things are challenging and how do we respond to the pandemic in it,” he mentioned. “Now we’re talking about what’s going to happen as we emerge from it.”

Here’s a take a look at the six rising shopper profiles retailers ought to be ready to decorate.

Urban Gardener

For a number of seasons, outside technical gear—from waterproof to breathable supplies—has stemmed from customers’ need to fight the weather. The notion of nature, nonetheless, is turning into softer and extra aware. “There’s going to be a subtle shift and that’s going to be more about embracing nature and living within it,” he mentioned.

Organic prints and particulars, and materials that really feel nearer to being handmade than the product of expertise will thrive.

Smart Comfort Seeker

“This is the guy who really got used to being very comfortable during the pandemic and now has to return to the world but doesn’t want to sacrifice what he’s grown used to,” Zagor mentioned.

Dress pants with an elastic waist, looser suits and relaxed tailoring merge consolation with a wiser gown aesthetic.

“Men who’d never cared about getting dressed, aren’t going to suddenly start caring about getting dressed now that the pandemic is over, but they will want to maintain that comfort, whereas guys who like to get dressed really want to get dressed now because there’s a reason to celebrate and wear the things have been locked in the closet for a year,” he mentioned.

The Hedonist

Resort put on has grown in significance in males’s vogue, however much less in order a seasonal class. Rather, resort is the defining issue of quite a lot of types in males’s put on, Zagor mentioned. Bold loud prints, colours, tropical and upbeat matching units seize this “bigger than life” temper.

Country Clubber

“Both at the directional catwalk level and at retail, prep has been such a driving force within the men’s market,” Zagor mentioned. What feels recent, although, is how Gen Z is subverting traditional nostalgic concepts round affluence and comfy dwelling.

Cable-knit sweaters, color-block crusing prints, polo shirts and rugby shirts dwell right here, and there’s a “retro tinge” rising to the look. Miami Vice-like pastels are merging with ’90s nation membership vibe combined in with a number of the extra collegiate and educational preppy tropes. “Nostalgia is a form of comfort,” he mentioned. “It’s safety in the familiar.”

The Psychedelic

The continuation of the tie-dye and ’60s patchwork and craft resonate with this festival-going shopper. This “hippie with a nod to ’90s rave” aesthetic underscores how a single anachronistic standpoint doesn’t exist. Rather, it’s a celebration of this sort of way of life, Zagor mentioned.

While neon colours and handmade particulars can enchantment to a mature viewers, he mentioned there’s higher alternative right here for the subsequent iteration of the competition market. “We need to start thinking about how to dress the younger generation for [festivals] and this is a great way to look into that,” he added.

Innovative Minimalist

Similar to “Urban Gardener,” Zagor mentioned this shopper shift is a response to the hyper technical gear filtering into vogue. “We’re looking at clothing that doesn’t scream high tech, but it’s actually stripped down, minimal and hides its technology,” he mentioned.

Within these simplistic-looking clothes, wearers can discover antibacterial and antimicrobial properties, in addition to sweat-wicking, breathability and weather-resistant attributes.