Industry Impact


The fashion industry plays a crucial role in how men understand masculinity through its creation of images and garments. By investigating how men engage with clothing in everyday life, Refashioning Masculinity reveals the challenges men experience when engaging with fashion and the opportunities for the industry to foster positive experiences with them. Fashion designers and marketers will learn about men’s attitudes and behaviours when engaging with fashion. Our research reveals insights on men’s fashion experiences and decisions, including:

  • What influences men’s fashion shopping decisions?
  • What are the challenges men experience when buying clothes?
  • What changes do men want to see in fashion?

Our rich findings will help guide the development of new strategies that enable fashion professionals and entrepreneurs to better engage and empower male consumers.