Introduction

In the global consumer landscape, the menswear and underwear market holds significant importance. 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 menswear and underwear products in an engaging and interactive 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 as consumer demand for trendy and comfortable clothing in this category remains high. Growth trends indicate a shift towards more casual and athleisure styles, with consumers preferring versatile pieces that can be worn for various occasions. Changes in consumer demand also show an increased focus on sustainable and ethical fashion within the menswear and underwear segment.

Sales Situation of the Specific Category

Analyzing the sales performance of menswear and underwear on TikTok Shop in the US during week 02 of 2025, several trends emerge. The GMV Gross Merchandise Volume for this category reached $6.545 million, with a quarter-on-quarter growth rate QoQ of 9.88%. The sold count was 308,100, showing a 13.9% QoQ increase. The top selling products varied in style and functionality. For example, the "EKKO BEATERS Please size up Cotton Spandex 340gsm - Tank Top Menswear" had a sold count of 7,020 with a GMV of $180,900, though it experienced a -19.42% QoQ decline in GMV. On the other hand, the "Men's Skull & Letter Print Drop Shoulder Hoodie" had a sold count of 4,842 and a GMV of $65,000, with a significant 36.39% QoQ growth in GMV. The popularity of these products can be attributed to factors such as trendy designs, comfortable fabrics, and effective marketing on TikTok.

Brand Case Analysis of the Specific Category

Looking at the top-performing brands or stores in the menswear and underwear market on TikTok in the US during this period, we find some interesting strategies. For instance, the brand "Comfrt" had a GMV of $429,700 with a 21.61% QoQ growth. It sold 9,251 items, with an average price of $46.45 and a sold count ratio of 6.57%. Their success might be due to their focus on a particular style or niche within the menswear category, along with engaging marketing campaigns on TikTok. Another brand, "EKKOVISION.COM", had a GMV of $320,100, albeit with a -0.67% QoQ change. They sold 12,400 items, indicating a wide customer base, possibly through a diverse product range and consistent brand presence on the platform.

Conclusion

Overall, the menswear and underwear market on TikTok in the US during week 02 of 2025 showed promising trends. The growth in GMV and sold count indicates a healthy market with increasing consumer interest. For cross-border merchants, it is advisable to focus on trendy designs, engage in effective marketing campaigns on TikTok, and perhaps target specific niches within the menswear and underwear category. Looking ahead, we can expect the market to continue evolving, with a likely further emphasis on sustainable fashion and more personalized shopping experiences.