Introduction

The menswear and underwear market has always been a significant segment in the global consumer landscape. With the increasing influence of digital platforms, especially TikTok, the way this market reaches and engages consumers has been revolutionized. In the US, TikTok has emerged as a powerful platform with unique advantages, allowing brands and merchants to showcase their menswear and underwear products in innovative ways, reaching a vast and diverse audience.

Category Market Overview

According to recent data and information from authoritative sources, the menswear and underwear market in the US has been experiencing steady growth in recent years. The market size has been expanding, driven by factors such as changing consumer preferences, increased awareness of fashion and comfort, and the growing influence of online shopping. Consumer demand has also been evolving, with a greater emphasis on quality, style, and functionality. For instance, there has been a rising trend towards sustainable and ethical menswear, as well as a preference for comfortable yet stylish underwear options.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/02/02 - 2025/02/08, the menswear and underwear category had a Gross Merchandise Volume GMV of $2.6634 million. However, it also showed a significant Quarter-on-Quarter QoQ decline of -48.21%. The sold count was 124,200, with a QoQ decrease of -50.52%. Despite these declines, there were some top-selling products that stood out.

For example, the "EKKO BEATERS Cotton Spandex 340gsm Sleeveless Shirt Classic Tank Top - Men's Shirt with Classic Design" sold 4,536 units, generating a GMV of $120,500 with a QoQ growth of 9.54%. The "Comfrt | Oversized Signature Fit Hoodie | For Stress & Anxiety" sold 3,299 units, achieving a GMV of $161,600 and a remarkable QoQ growth of 47.61%. These products' popularity could be attributed to their appealing designs, quality materials, and effective marketing on TikTok, which likely caught the attention of consumers and drove sales.

Brand Case Analysis of the Specific Category

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

The brand "Comfrt" had a GMV of $215,900 with a QoQ decline of -35.56%. It sold 4,573 units, with an average price of $47.21. Their success might be due to their focus on creating comfortable and stylish products that resonate with the TikTok audience. For example, their "Oversized Signature Fit Hoodie" was a top seller, likely appealing to consumers looking for both comfort and a trendy look.

"EKKOVISION.COM" had a GMV of $109,000 with a QoQ decline of -39.42%. They sold 4,076 units, with an average price of $26.74. Their product range, which includes items like the "EKKO BEATERS Cotton Spandex Sleeveless Shirt", seems to have attracted customers through its variety and quality.

"Jerome Store US" had an interesting performance with a GMV of $37,800 and a staggering QoQ growth of 773.98%. They sold 1,095 units, with an average price of $34.51. Their success could potentially be attributed to a unique marketing strategy or the introduction of new and appealing products during this period.

Conclusion

Overall, the menswear and underwear market on TikTok in the US during the week of 2025/02/02 - 2025/02/08 showed a mixed picture. While there were some top-performing products and brands that achieved growth, the category as a whole faced a decline in GMV and sold count QoQ. For cross-border merchants, it is crucial to focus on product quality, design, and effective marketing on TikTok. They should also closely monitor market trends and consumer preferences to adapt their offerings accordingly. Looking ahead, it is expected that the market will continue to evolve, with an increasing emphasis on sustainability, customization, and engaging digital marketing strategies to capture the attention of the TikTok audience.