Introduction

The menswear and underwear market has always been a significant segment in the global consumer landscape. With the evolving fashion trends and increasing consumer awareness about quality and style, this market continues to grow. TikTok, in the US region, has emerged as a powerful platform with unique advantages. It provides a vast reach to a diverse audience, allowing brands and merchants to showcase their menswear and underwear products in innovative ways. Through engaging videos and trends, it has the potential to drive significant sales and brand awareness in this particular market category.

Category Market Overview

According to recent data and information sourced from authoritative websites, the menswear and underwear market in the US is substantial. The market size has been witnessing steady growth over the years, driven by factors such as changing fashion preferences, increased disposable income, and a growing focus on personal grooming. Consumer demand has also been evolving, with a greater emphasis on comfort, sustainability, and trendy designs. For instance, there has been a rising demand for athleisure wear in the menswear segment, which combines style and functionality. This trend is also reflected in the products being sold on TikTok, as we will see in the subsequent analysis of the sales situation.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/01/05 - 2025/01/11, the menswear and underwear category had a Gross Merchandise Volume GMV of $595.62 million. However, it experienced a quarter-on-quarter QoQ decline of -13.01%. The total sold count was 270,500, with a QoQ decrease of -7.45%. The average price of the sold items was $22.02, and the sold count ratio was 2.56%.

Looking at the top-selling products, the "EKKO BEATERS Please size up Cotton Spandex 340gsm - Tank Top Menswear" had a sold count of 8,462 and a GMV of $224,500 with a QoQ growth of 8.89%. The "Men's American Flag Print Zip Up Hooded Jacket, Regular Fit Casual Letter Print Long Sleeve Outerwear for Winter, Men's Clothes for Daily Wear" sold 5,402 units, generating a GMV of $56,300 with a remarkable QoQ growth of 140.9%. These products' popularity could be attributed to their trendy designs, suitable for the winter season, and effective marketing on TikTok through engaging video content by bloggers.

Brand Case Analysis of the Specific Category

Among the top-performing brands and stores in the menswear and underwear market on TikTok in the US during this period, "Comfrt" had a GMV of $353,300 with a QoQ decline of -17.64%. It sold 7,529 units with an average price of $46.93. The brand might need to focus on revamping its marketing strategies to reverse the decline. On the other hand, "EKKOVISION.COM" had a GMV of $322,300 with a QoQ growth of 2.45%. It sold 11,900 units with an average price of $27.07, indicating successful marketing and product offerings that resonate with the TikTok audience.

"Fashion Row" also performed well with a GMV of $241,600 and a significant QoQ growth of 54.06%. It sold 11,400 units with an average price of $21.21. This brand's success could be due to its ability to keep up with the latest fashion trends and effectively promote them on TikTok.

Conclusion

Overall, the menswear and underwear market on TikTok in the US during the analyzed week had a mixed performance. While some products and brands showed impressive growth, others faced declines. For cross-border merchants, it is crucial to closely monitor the market trends, focus on creating engaging video content to showcase products, and adapt to the changing consumer demands. Looking ahead, the market is likely to continue evolving, with an expected increase in demand for sustainable and trendy menswear and underwear products. Merchants should also keep an eye on emerging fashion trends on TikTok to stay ahead in this competitive market.