Sainsbury’s menswear sales up double digits despite a declining market

Sainsbury’s menswear sales up double digits despite a declining market

Despite a declining clothing market overall, Sainsbury’s continues to grow its market share. In the last sixth months alone, menswear sales grew by 13 per cent. With sales of men’s clothing expected to reach £17.2 billion in 2020, developing and delivering high-quality on-trend menswear is becoming an increasing priority. In the six months to 25th September, Sainsbury’s menswear sales grew 13 per cent in comparison to the menswear market, which saw 3 per cent decline.

The trend for men buying more quality formalwear is emerging. Sainsbury’s Tu formalwear collections delivered growth of over 40 per cent in the twelve months to September 2016. The retailer added 17 new lines – representing a 33 per cent increase in the range in the period. Wool-rich suits and blazers have been a stand out category, seeing 75 per cent sales growth in the last six months. As the sixth largest retailer of clothing by volume and market-leading positions in childrenswear and womenswear, clothing for men presents a strong growth opportunity for Sainsbury’s.

Sainsbury’s commitment to offer men high-quality, stylish products is further highlighted by last week’s launch of two Harris Tweed men’s jackets in around 10 stores across the UK. The retailer has also launched other new premium lines such as 100% Merino wool jumpers from Admiral, the iconic heritage sportswear brand, lambswool-rich knitwear and tailored suits.

The £110 Harris Tweed jackets, which have been available online since mid-September, offer customers fantastic value for the iconic Scottish fabric. Both jackets will be available alongside Harris Tweed accessories, including flat caps, gloves and wallets.

The trend for men buying clothing for themselves is also growing. 54 per cent of Tu menswear is now bought by men for themselves, an increase of 23 per cent over two years.

Sainsbury’s Argos commercial director, James Brown, said: “The menswear clothing market is an exciting area of growth. Men are increasingly shopping for themselves and we’re focussed on making it easier and more convenient for them. The modern man wants choice and our Tu ranges are ideal as they offer on-trend and quality styles at fantastic value. We continue to invest in our ranges to ensure that our customers find the great quality and choice they expect from Sainsbury’s and our formalwear collections are proving to be a hit. Our Harris Tweed jackets are a great example of how we’re innovating to ensure we’re offering our customers – male and female – a choice of high-quality products at great prices.

“Shopping for clothing in supermarkets has become firmly established and our strategy of offering customers high street style at supermarket prices in an attractive, department store-style setting has helped us to increase our market share.”

Sixty five per cent of people – both men and women – now buy clothes in supermarkets and £1 in every £10 spent on clothing, footwear or accessories is in a supermarket. Last year, over 35 million Sainsbury’s baskets contained clothing.

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