This report, based on data provided by Gloda, analyzes the market trends of the menswear and men’s underwear sector on TikTok U.S. in March 2025. It focuses particularly on the shift toward premiumization, intensified market competition, and the performance of livestream channels, aiming to provide merchants with actionable insights and strategic recommendations.

I. Market Overview

1. Shift Toward Premiumization and Rising Demand for High-Value Products

Sales revenue outpaced sales volume growth, indicating growing consumer demand for high-quality, high-value products. This shift may be attributed to changes in brand positioning and promotional strategies, which are attracting consumers with higher expectations for quality. Brands are encouraged to further enhance product quality and brand image to meet the rising demand for premium products.

2. Intensified Market Competition and Growing Dominance of Top Sellers

A significant drop in the number of active products and small shops suggests that market competition is intensifying, with top sellers capturing a larger share, while long-tail sellers face increasing pressure. To remain competitive, small stores should focus on product differentiation and innovative strategies. Additionally, optimizing marketing and channel strategies can help uncover new growth opportunities in a saturated market.

3. Weak Performance of Livestream Channels Requires Strategic Rethinking

The sharp decline in the number of livestream creators reflects weakening appeal in this channel, possibly due to uninspiring content or increased competition. To revitalize the effectiveness of livestreaming, brands must innovate their livestream content and enhance viewer engagement. Collaborating with influential streamers and using data-driven optimization could significantly improve livestream performance.

II. Strategic Recommendations

1. Strengthen Development and Promotion of Premium Products

Given the strong demand in the mid-to-high price range, merchants should continue to develop and promote products in this segment to meet market needs and maintain sales momentum.

2. Optimize Product Structure and Enhance Brand Influence

In response to growing market competition, businesses need to optimize their product portfolios and elevate both product quality and marketing strategies to increase market appeal.

3. Innovate Marketing Approaches and Boost Consumer Engagement

Merchants should explore new promotional channels or refine existing ones to foster greater interactivity and innovative content, reigniting consumer interest and driving higher engagement.

III. Conclusion

This report highlights the dual challenges of premiumization and market consolidation facing the menswear and men’s underwear sector on TikTok U.S. As consumer preference shifts toward mid-priced products, businesses must reevaluate their pricing strategies and marketing approaches. At the same time, in light of a declining average order value, it is critical for sellers to identify new growth drivers and differentiation strategies to stay competitive and retain market share.

Follow Gloda for more TikTok viral videos tips. Our team will provide users with more useful businesses strategies to find a breakthrough. Keep checking Gloda News to receive lastest TikTok and target market information! - > > View the latest TikTok market data:   Gloda.vip

By staying closely attuned to market trends and continuously refining product offerings, brand visibility, and promotion tactics, merchants can achieve sustained success on TikTok.