Introduction

In the global consumer landscape, the menswear and underwear market holds significant importance. With changing fashion trends and increasing consumer awareness about quality and style, this category has witnessed continuous growth. TikTok, in the US region, has emerged as a powerful platform with unique advantages. It provides a vast reach to a diverse audience, enabling brands and merchants to showcase their menswear and underwear products in innovative ways, leveraging the power of short videos and engaging content.

Category Market Overview

According to recent data and information sourced from authoritative websites, the menswear and underwear market in the US is substantial. The market size has been on an upward trend, driven by factors such as population growth, evolving fashion preferences, and increased disposable income. Consumer demand changes have been notable, with a shift towards more comfortable yet stylish options. For instance, there is a growing preference for athleisure wear within the menswear segment. This trend is also reflected in the data, where products that combine functionality and fashion are gaining popularity.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/01/05 - 2025/01/11, the menswear and underwear category showed interesting sales performance. The GMV Gross Merchandise Volume for this period was $595.62 million, with a quarter-on-quarter QoQ decrease of 13.01%. The sold count was 270,500, with a QoQ decrease of 7.45%. However, several products stood out in terms of sales.

The top-selling product was "EKKO BEATERS Please size up Cotton Spandex 340gsm - Tank Top Menswear" with 8,462 units sold and a GMV of $224,500, showing a QoQ growth of 8.89%. Another popular product was "Men's American Flag Print Zip Up Hooded Jacket" with 5,402 units sold and a GMV of $56,300, experiencing a significant QoQ growth of 140.9%. These products' popularity can be attributed to their trendy designs, quality materials, and effective marketing on TikTok. The videos featuring these products likely caught the attention of a large number of users, leading to increased sales.

Brand Case Analysis of the Specific Category

Several brands and stores performed well in the menswear and underwear market on TikTok during the specified week.

Comfrt had a GMV of $353,300 with a QoQ decrease of 17.64% and sold 7,529 units. Their "Oversized Signature Fit Hoodie" was a popular item. EKKOVISION.COM achieved a GMV of $322,300 with a QoQ growth of 2.45% and sold 11,900 units. Fashion Row had a remarkable performance with a GMV of $241,600 and a QoQ growth of 54.06%, selling 11,400 units. These brands likely employed various strategies such as creating engaging video content, collaborating with influencers, and offering competitive prices to drive sales. For example, Fashion Row's growth could be due to their ability to tap into the latest fashion trends and effectively promote their products through TikTok's platform.

Conclusion

Overall, the menswear and underwear market on TikTok in the US during the week of 2025/01/05 - 2025/01/11 had its own dynamics. While the category faced a slight decline in GMV and sold count on a QoQ basis, there were still products and brands that managed to achieve significant growth. For cross-border merchants, it is advisable to focus on product quality and design, create engaging video content, and collaborate with relevant influencers to increase brand visibility and drive sales. Looking ahead, the market is likely to continue evolving, with trends such as sustainable fashion and more personalized products expected to gain further traction.