Business Comfortable And Men’s Fragrance Drive Father’s Day Gifting
Customer shopping trends have shifted from last year and we’ll be seeing those shifts in Father’s Day gift-giving. Consumers are looking for easy-to-use, high-quality, stylish and comfortable styles that fit a more casual lifestyle at work and home. The trend is toward purchasing fewer items but making investments in well-made products, with a continued emphasis on supporting environmentally friendly and ethical manufacturing processes.
According to Bayard Winthrop, CEO and founder of American Giant, “While consumer spending remains high, we’re seeing that most people have a desire to buy fewer trend pieces each season and lean more into high-quality basics that look good, feel comfortable, and last year after year.” American Giant’s quality products are made to last and are manufactured in the U.S.A. Winthrop believes that consumers are being more conscious about where their clothes come from and are skeptical of sustainability standards. “Ultimately, we’re seeing consumers investing more in products that reflect their own values including fair human labor rights, high-quality products that stand the test of time, and environmentally-friendly production.”
Return to work and casualization
Chris Riccobono, founder of UNTUCKit, which specializes in the perfect untucked casual dress shirt, said, “Customers are buying full price, and it speaks well to our growth, as well as to economic recovery.” The company’s more casual style fits into today’s hybrid work environment and the apparel transitions easily from work to social settings.
Transitioning from work to weekend attire no longer requires two complete wardrobes, as many offices have relaxed dress code standards or have more employees working from home. Riccobono stated, “Customers have been realizing our hybrid shirts perfectly match the hybrid nature of how we live today.”
Ricconbono observed that during quarantine, UNTUCKit really leaned into tees and Henleys, but now it is seeing a shift back to shirts, polos, and pants, all of which have been taking off lately. “That’s especially given this trend of business comfortable, which we’re at the center of.”
Tiffanie Wu, vice president of product and creative, American Giant, said, “We’re moving to a hybrid work environment, and people want to be as comfortable in the office as they are at home while still looking put together.” The company has seen an uptick in workplace casualization and specifically, the Roughneck Pant is a favorite this year for men allowing ample stretch and made from cotton canvas according to Wu.
Men’s fragrance usage continues to soar
New male fragrance users grew by 4.6 million from 2020 to 2021, with increases across all demographics according to Jean Madar, InterParfums CEO, chairman and co-founder. Year to date, the men’s category is trending up 18% in revenue compared to 2021 and representing one-third of the total fragrance business. When asked about the growth of men’s fragrances, Madar attributed this to consumers discovering the power of fragrance during the Covid pandemic to boost their mood and create joy even while at home. “Consumers don’t want to smell like anyone else and buying more than one fragrance also allows them to create their own signature.”
During the pandemic, customers had a chance to try multiple products in the privacy of their homes. Madar said, “We found male consumers specifically were looking to fragrances to deliver an experience of comfort, freshness, and a signal of cleanliness.” The best-selling men’s fragrances were historically and still are in the fougere family (defined as a classic composition that is clean, fresh and aromatic). Madar stated, “Recently, we see the category continue to evolve with notes that bring an overload of masculinity with the addition of deeper and richer woods contrasted by extreme citrus and mineral textures.”
The other factors contributing to revenue growth in men’s fragrances are social media, increased frequency of purchasing and consumers returning to stores. Madar discussed how TikTok recommendations and “Get Ready with Me” videos are driving more men, and even younger Gen Z and Millennial men, to show a keen interest in fragrance.
Top gifts for dads
Best selling apparel gifts for dads are centered around ease, comfort and quality. “The American Giant Classic Full Zip Hoodie (CFZ as it is known) has remained our most popular product since it was named the greatest hoodie ever made,” said Wu. The CFZ has remained one of American Giant’s best-sellers for the past decade because of its design, fit and high-quality structure. Wu, stated, “The durability and timeless fit make it a piece that dads will have for years to come.”
Riccobono said, “Guys always love the UNTUCKit Wrinkle-Free shirts in solid colors. Even after repeated washings and dryings at home, they always fit the same.” The iconic shirt is the number one seller for the company.
InterParfums entered the men’s grooming space last year with the successful launch of GUESS Effect, and in April of this year, the company introduced the first men’s blockbuster fragrance created by InterParfums for GUESS called GUESS UOMO. Madar said, “The timing of the launch allows us to take advantage of the peak Father’s Day fragrance selling period.”
Supply chain’s impact on inventory for dad’s day
Winthrop discussed that In a country where only 3% of apparel brands manufacture their clothes domestically, American Giant remains an anomaly since its products are sourced and manufactured entirely in the United States. “While other companies’ goods were trapped in shipping containers across the globe, our domestic supply chain remained afloat and our shelves stocked.” Domestic sourcing and manufacturing allowed the company to avoid pandemic-related supply chain issues, giving American Giant an advantage over competitors.
Riccobono stated that UNTUCKit, which does some of its manufacturing overseas, encountered many supply chain issues, but the company has worked through them allowing it to be perfectly stocked in time for Dad’s Day.
Father’s Day consumers are shopping early to avoid stock-outs and are proactively anticipating shipping delays. Madar added that consumers are not loyal to any one product, so product availability in-store is critical, especially for gift-giving events.