Introduction

The menswear and underwear market holds significant importance in the global consumer landscape. 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 products in an engaging and creative manner, thus influencing purchasing decisions.

Category Market Overview

According to the latest data and information sourced from authoritative websites and media outlets, the menswear and underwear market in the US has been experiencing steady growth. The market size has been expanding, driven by factors such as population growth, changing fashion preferences, and increased disposable income. Consumer demand has also been evolving, with a greater emphasis on comfort, style, and sustainability. For instance, there has been a rising trend towards athleisure wear in the menswear segment, combining both comfort and a trendy look. This shift in demand is shaping the market dynamics and influencing the product offerings of various brands.

Sales Situation of the Specific Category

On TikTok Shop in the US during the 06 week, the menswear and underwear category exhibited diverse sales performance. The top-selling products included items like the "EKKO BEATERS Please Size up Cotton Spandex 340gsm Sleeveless Shirt Classic Tank Top - Men's Shirt with Classic Design" which sold 6938 units with a GMV of $194,100 and a significant GMV qoq growth of 61.01%. Another popular product was the "Men's Letter Print Drawstring Waist Shorts, Loose Casual Elastic Waist Pocket Straight Leg Shorts, Men's Bottoms for Daily Wear, Shorts for Men" with 2444 units sold and a GMV of $70,500, showing a remarkable 195.21% GMV qoq growth. The popularity of these products can be attributed to factors such as trendy designs, quality materials, and effective marketing on TikTok. The platform's video-based nature allows merchants to showcase the products in action, appealing to the visual sensibilities of the consumers.

Brand Case Analysis of the Specific Category

Several brands stood out in the menswear and underwear market on TikTok during the 06 week. For example, the brand "Comfrt" had a GMV of $310,300 with 6539 units sold, although it experienced a -17.21% GMV qoq decline. Their "Oversized Signature Fit Hoodie | For Stress & Anxiety" was one of their popular products. On the other hand, "EKKOVISION.COM" achieved a GMV of $256,500 with 9426 units sold and a 32.78% GMV qoq growth. Their success could be due to their wide range of product offerings and effective marketing strategies on TikTok. These brands utilized various tactics such as collaborating with video bloggers, creating engaging content, and offering exclusive deals to attract customers and boost their sales.

Conclusion

Overall, the menswear and underwear market on TikTok in the US during the 06 week showed a mix of growth and challenges. While some products and brands experienced significant growth, others faced declines. For cross-border merchants, it is crucial to stay updated on the latest market trends, focus on product quality and design, and leverage TikTok's marketing capabilities effectively. Looking ahead, the market is expected to continue evolving, with a likely increase in demand for sustainable and innovative menswear and underwear products. Merchants should also keep an eye on emerging fashion trends and adapt their strategies accordingly to stay competitive in this dynamic market.