As the luxury sector experiences a post-pandemic slowdown, Galeries Lafayette in Paris is firmly betting on menswear as a growth engine. This strategy corresponds to an emerging trend worldwide: the growing influence of men’s ready-to-wear.
Strategic repositioning of men’s fashion
Galeries Lafayette recognized the growth potential of men’s fashion early on and adapted its offering accordingly. Men’s fashion executive Alice Feillard points out that while men’s fashion hasn’t experienced a sudden explosion, it has seen steady growth following the pandemic. In the past, men’s purchases were often more rational and functional. However, after the pandemic, consumption habits have changed. Men are now increasingly turning to designer clothing, with growing interest in more creative pieces and timeless silhouettes.
Men’s fashion at Galeries Lafayette has been refocused to meet this new demand, reports Yahoo Finance. In 2026, an extensive renovation project of the men’s fashion department in the historic department store on Boulevard Haussmann will expand the range and enrich the customer experience. This transformation aims to add collections from independent designers and develop new areas for luxury and contemporary brands, while improving the architectural presentation of the department store.
Strong demand for quality products
The men’s ready-to-wear market is growing rapidly, particularly in the streetwear and luxury clothing segments. The interest in brands like Les Deux, whose sales exploded after the pop-up launch at Galeries Lafayette, is a perfect example of this. The experience of the Danish brand, which is now represented at several points of sale in Paris, generated seven-figure sales in 2024. This trend shows that men are increasingly looking for clothing that reflects their personality and values. In this sense, Galeries Lafayette responded to this demand by introducing a variety of brands that appeal to this new, more sophisticated and fashion-conscious consumer.
Brands such as Lemaire, which has opened its own section in the Paris department store, or Ami, Courrèges and Jacquemus are also very popular with men looking for avant-garde fashion items. The Skims boutique, which recently opened in Galeries Lafayette, has also become one of the top sellers in men’s underwear, second only to Calvin Klein.
Rise of men’s fashion in France and beyond
The demand for men’s fashion is not just limited to Paris. This dynamic has also spread to other major French cities. Bordeaux, Strasbourg and Nice have diversified their menswear divisions, according to Yahoo Finance, with more modern and higher quality collections to meet the demands of an increasingly demanding local and international clientele.
Galeries Lafayette follows a transversal and interdisciplinary model, presenting an offer that is no longer limited to clothing but also includes accessories, cosmetics, decorative items and household goods. This approach allows it to attract a broader clientele looking for a shopping experience that combines fashion and lifestyle.
In fact, the clientele is diversifying and growing. According to London-based market research firm Euromonitor, men’s ready-to-wear is expected to grow faster than women’s fashion over the next four years, reaching $547.9 billion by 2026. This dynamic could be driven in part by travelers, who McKinsey predicts are “expected to exceed pre-pandemic volumes for the first time in 2024.”
The State of Fashion 2024 report, produced in collaboration with business publication Business of Fashion and published by Les Echos, shows that 80 percent of consumers surveyed in the US, UK and China plan to shop for fashion while traveling 28 percent of them even intend to spend more than last year. A number that is particularly significant for Galeries Lafayette, as the department store is located in the heart of Paris and attracts a constant stream of travelers from all over the world.
The future of men’s fashion: between luxury and accessibility
Galeries Lafayette not only focuses on traditional luxury, but also focuses on more affordable categories to appeal to a broader clientele. Given the high prices in the luxury sector, contemporary brands such as Casablanca, Officine Générale and Fear of God are now attracting an emerging clientele looking for quality products at cheaper prices than those of the big luxury brands.
With an increasingly diverse audience, including tourists from North America and the Middle East as well as younger French people, Galeries Lafayette has adapted to new trends. The flagship store on the Champs-Élysées, for example, focuses on experimental and emerging brands and thus attracts customers who are looking for originality and novelty.
Galeries Lafayette has clearly recognized the potential of men’s fashion and has diversified its offering to appeal to a changing audience. While luxury spending is declining and the women’s fashion market is maturing, men’s fashion represents a growth opportunity for Parisian department stores. Through a diverse offering and a holistic approach to fashion, Galeries Lafayette is expected to continue to play a key role in transforming the men’s fashion landscape. With a long-term vision and a clear commitment to innovation, the company appears well positioned to meet the expectations of tomorrow’s consumers.
This article previously appeared on FashionUnited.fr and was created using digital tools translated.
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