In recent years, menswear marketing has faced significant scrutiny, with many critics pointing out a tendency towards uniformity. A homogenous approach to branding and imagery has created a sense of sameness that threatens to alienate consumers looking for distinction and innovation. In contrast, new entrants to the market are turning heads by adopting fresh strategies that emphasize storytelling and lifestyle imagery.
One brand leading the charge is About Blank, a menswear start-up that has shifted its focus away from traditional lookbooks to creative, lifestyle-centric marketing. Initially, their monthly lookbooks featured straightforward, low-cost imagery taken on iPhones, often set against minimalist backdrops—such as wooden walls or shelves. This approach proved to be a hit, attracting over 10,000 sign-ups for membership on their website and resulting in a staggering 500% increase in sales by the end of 2023 compared to the previous year. Co-founder Jack Henderson expressed their intention to fit within the successful framework established by brands like Kith or Aimé Leon Dore, but to do so in an authentic and uniquely creative manner.
Despite the evident success of brands like About Blank, the prevalence of similar marketing strategies has garnered criticism. Many have pointed out a growing trend in menswear—brands often rely on using unknown models against plain backgrounds, constructing what has become known as the “starter pack” lookbook. This formula may have sufficed in a booming market, but it risks boring consumers who are inundated with repetitive content.
Lawrence Schlossman, co-host of the menswear podcast “Throwing Fits,” noted that consumers today seek direct recommendations, often simplified into recognizable formats. This has led to an era where good taste appears somewhat democratized, stifling creativity as brands feel pressured to play it safe in a challenging economic landscape.
The global menswear market is projected to grow by 6% annually, reaching an estimated $471 billion in 2024, as reported by Euromonitor International. Many of these indie labels have relatively constrained marketing budgets, effectively relying on established, low-cost strategies. Consequently, what’s missing is a distinctive creative voice that can set a brand apart in a crowded marketplace. Brands like Nike have already learned the hard way that stagnation in storytelling and marketing can dull consumer interest and diminish sales.
The all-too-familiar look of today’s menswear advertising stands in stark contrast to the vibrant marketing campaigns of the past, characterized by bold visuals and star-studded casts that were all the rage during the streetwear boom of the 2010s. Industry experts, including Josh Peskowitz, assert that the marketing styles of smaller menswear brands reflect their lack of resources. Instead of expansive, lavish campaigns, many of today’s brands are resorting to straightforward, budget-friendly images.
However, this isn’t to say that innovation is entirely absent. Recognizing the potential for disruption, several start-ups are investing in more imaginative narratives to capture consumer interest. About Blank has recently quadrupled its creative budget, embracing distinct locations for its photoshoots. The brand released a summer collection designed for Italian summer escapes, with the imagery captured in stunning locales such as Lake Como. This approach positions the brand for sustainable growth, aiming for a targeted 40% increase in sales year-over-year.
In addition, other companies like Represent are turning to technology to evoke deeper emotional responses in their marketing. Represent debuted a fall campaign featuring AI-generated choral soundtracks, channeling the same energy as live fashion shows and creating a multisensory experience for viewers without needing costly billboard advertising.
The upcoming campaigns from brands such as Rowing Blazers will also take inspiration from successful past visuals, creating self-referential narratives that resonate with their consumers. Founder Jack Carlson believes this approach not only retains brand authenticity but also appeals to their established audience.
As menswear brands navigate the complex landscape of changing consumer preferences, the importance of originality and narrative in marketing cannot be overstated. The future of menswear marketing lies in the delicate balance between established, successful techniques and the incorporation of imaginative storytelling that invites consumers to engage with brands on a deeper level.
With the right approach, menswear marketing has the potential to move beyond bland uniformity, capturing the attention and loyalty of a discerning audience.
