Introduction

The menswear & underwear market holds a significant position in the global consumer landscape. With the evolving fashion preferences and increasing demand for comfort 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 an engaging and creative manner, thus influencing consumer purchasing decisions.

Category Market Overview

According to the latest data and information sourced from authoritative websites and media outlets, the menswear & underwear market in the US has been experiencing steady growth. The market size has been expanding, driven by factors such as changing fashion trends, increased consumer awareness of quality and comfort, and the growing influence of online shopping. Consumer demand has also been shifting, with a greater emphasis on sustainable and stylish options. For instance, there has been a rise in the demand for eco-friendly fabrics and trendy designs in both menswear and underwear segments.

Sales Situation of the Specific Category

On TikTok Shop in the US during February, the menswear & underwear category exhibited interesting 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 had a sold count of 2.65万. Another popular product was the "Comfrt | Oversized Signature Fit Hoodie | For Stress & Anxiety" with 1.15万 sold count. The sales growth of these products can be attributed to various factors. Their appealing designs, quality materials, and effective marketing on TikTok played crucial roles. For example, many of these products were showcased in engaging video content by influencers, which caught the attention of a large number of users and drove sales.

Brand Case Analysis of the Specific Category

Several brands stood out in the menswear & underwear market on TikTok in February. For instance, Comfrt had a GMV of 135.23万 with a sold count of 2.87万. Their "Cloud Zip Oversized Hoodie" was among the popular products. EKKOVISION.COM also performed well with a GMV of 99.89万 and 3.62万 sold count. These brands employed different strategies. Comfrt focused on creating a brand image centered around comfort and stress relief, which resonated with consumers. EKKOVISION.COM, on the other hand, offered a wide range of products with diverse styles, attracting a broader customer base. Their marketing efforts on TikTok, including collaborating with video bloggers, helped increase their visibility and drive sales.

Conclusion

Overall, the menswear & underwear market on TikTok in the US during February showed a mix of trends. While some brands experienced growth, others faced challenges such as declining GMV. For cross-border merchants, it is advisable to focus on product quality and design, collaborate with popular video bloggers for marketing, and stay updated with the latest fashion trends. Looking ahead, the market is expected to continue evolving, with an increased emphasis on sustainability and personalized shopping experiences.