Introduction

The menswear & underwear market holds a significant position in the global consumer landscape. With the evolving fashion tastes 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 interactive manner, thus influencing consumer purchasing decisions.

Category Market Overview

According to authoritative sources, the menswear & underwear market in the US has been experiencing steady expansion. The market size has been on an upward trend, driven by factors such as changing fashion trends, increased consumer awareness about quality and fit, and the growing influence of online shopping. Consumer demand has also shifted, with a greater emphasis on sustainable and comfortable materials, as well as trendy designs. In December, this trend continued, as seen from the available data on TikTok, which reflects the overall market dynamics.

Sales Situation of the Specific Category

On TikTok Shop in the US during December, the menswear & underwear category showed interesting sales performance. The GMV Gross Merchandise Volume for this category was $46.4087 million, with a month-on-month growth rate GMV qoq of 3.01%. The sold count was 1.992 million, though it experienced a slight decline of -3.97% qoq. The average price of the sold items was $23.30, and the sold count ratio was 3.39%.

Looking at the top-selling products, the "EKKO BEATERS Please size up Cotton Spandex 340gsm - Tank Top Menswear" had a sold count of 31,200 and a GMV of $777,400 with a -9.2% qoq in GMV. Another popular item, "Men's Solid Color Funnel Neck Zip Up Thermal Lined Fleece Jacket, Regular Fit Casual Long Sleeve Zip Front Outerwear for Fall & Winter, Men's Clothes for Daily Wear" had a sold count of 28,200 and a GMV of $493,300 with an impressive 616.58% growth in GMV qoq. These products' popularity can be attributed to factors such as their quality, trendy designs, and effective marketing on TikTok.

Brand Case Analysis of the Specific Category

Among the top-performing brands and stores in the menswear & underwear market on TikTok in December, Comfrt stood out with a GMV of $2.3715 million and a significant 126.23% growth in GMV qoq. It had a sold count of 44,900. The brand's success could be due to its unique product offerings and effective marketing strategies on the platform. Another brand, Fashion Row, had a GMV of $1.5427 million, though it experienced a -23.89% decline in GMV qoq. With a sold count of 77,800, it might need to reevaluate its marketing approach to regain growth momentum.

Tencounter also showed good performance with a GMV of $737,200 and a 26.19% growth in GMV qoq. Its sold count was 42,200, indicating that its product range and marketing efforts are resonating well with the TikTok audience in the US.

Conclusion

Overall, the menswear & underwear market on TikTok in the US in December presented a mixed picture. While some brands and products experienced significant growth, others faced challenges. For cross-border merchants, it is crucial to focus on product quality, trendy designs, and effective marketing on TikTok. They should also keep a close eye on consumer demand trends, such as the preference for sustainable and comfortable products. Looking ahead, the market is expected to continue evolving, with more opportunities for brands that can adapt quickly to the changing landscape and leverage the power of TikTok's platform for marketing and sales.