Britain's leading fashion brands are giving menswear sales a lift by targeting younger, digitally savvy male shoppers with live streaming and social media. As Hayley Platt reports, men's fashion is now growing faster in Britain than women's fashion.
Men's fashion has long been thought of as the poor sibling to women's. Not any more. Globally men's clothing grew by 4.5 percent in 2014, compared to 3.7 percent for women's according to researcher IbisWorld. Carla Buzasi is from fashion forecaster WGSN. (SOUNDBITE) (English) WGSN, GLOBAL CHIEF CONTENT OFFICER, CARLA BUZASI, SAYING: "What we've seen over the last few years is a huge increase in the amount of money being spent on retail and because of that the designers are not only having to up their game but also put on even bigger and better catwalk shows." Technology is playing a big part. Several shows at the the Men's London Collection were streamed live on social media as brands targeted digitally-savvy male shoppers with live streaming and social media. That's driving online sales. Designer J.W. Anderson - known for the unexpected, hooked up with gay dating site Grindr to showcase his latest offering. (SOUNDBITE) (English) WGSN, GLOBAL CHIEF CONTENT OFFICER, CARLA BUZASI, SAYING: "Not only did he get a huge amount of PR out of that but as he said he got 7 million eyeballs on Sunday morning watching his show in 196 countries, that's the power that technology and social media can enable a designer and I think that was a really clever use of a dating app to get more people to look at his clothes." Menswear is still way behind women's wear but it is catching up Mintel predicts by 2018 it will be worth more than 16 billion pounds in Britain - nine billion less than womenswear.