Gender-neutral trend is coming, American women buy more than 3 billion men's clothing!

Many times, we subconsciously believe that women like makeup, shopping, and the color pink, while men like sports, drinking, cars, and other things that show masculinity. These ideas run through people's daily consumption behaviors. Many brands and retailers also emphasize a certain characteristic of women and men when marketing their products.

However, a survey conducted by research organizations NPD and CivicScience showed that some consumers choose products that do not match their gender identity when shopping.

The survey focused on clothing and footwear. The survey showed that about 40% of American consumers said they had purchased clothing or footwear that did not match their gender identity. The primary reason for buying these products was fit ( 22%), followed by comfort (21%) and price (16%).

The survey pointed out that in the past few years, the trend of active and healthy sports is expanding the trend of gender-neutralization. Some people believe that buying gender-neutral products is a call to break gender stereotypes. Although this group seems small now, this trend is attracting attention.

In addition, the survey found that female consumers are more likely to buy products that do not match their gender identity than men. Data shows that from January to August this year, women bought more than $3 billion worth of men's clothing for themselves, 43% higher than last year and 74% higher than 2019. The men's clothing that women bought for themselves included sweaters, sweatshirts and trousers. Men are less likely to buy clothes that do not match their gender identity, but when they do, they also consider factors such as fit, comfort and price.

From the perspective of age structure, the survey found that young consumers do not care much about their gender and are more willing to buy what they like. Among young people aged 18 to 24, three quarters have bought clothing that has nothing to do with their gender identity.

NPD said that some brands and retailers are now expanding their gender-neutral products, and some online shopping sites also provide gender-neutral options in the navigation bar. Traditional gender concepts of men and women are quietly changing.

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Genderless style