As an online retailer, staying on top of the latest menswear trends is crucial for curating a compelling assortment. For Spring/Summer 2024, European retailers are focusing on elevating perennial pieces to create versatile wardrobes that will resonate with consumers looking to buy less but better. In this article, we’ll dive into the key trends, items, and news shaping the season to help inform your buying and merchandising decisions.
Table of Contents
1. Transseasonal outerwear takes center stage
2. The evolution of the resort shirt
3. Elevated basics become wardrobe heroes
4. Eco-conscious materials and the rise of resale
Transseasonal outerwear takes center stage
With shifting weather patterns becoming the norm, retailers are putting a big emphasis on transseasonal outerwear for Spring/Summer 24. Modular design details and technical materials are key to ensuring product versatility. Look out for thermoregulating fibers, lightweight waterproofing, and detachable liners that offer newness and functionality.
Classic styles like the anorak, mac, and lightweight overcoat are being updated in fresh colorways like green, blue, and neutral tones. Brands are choosing refined, sharper shapes for the blouson jacket. And the eternally popular denim shacket gets a refresh with the addition of statement pockets.
The evolution of the resort shirt
The resort shirt trend continues to resonate for Spring/Summer 24, but with a new #BeyondTheBeach appeal. Retailers are moving away from the typical bold colors and all-over prints, instead opting for tactile materials and neutral hues that give resort shirts more dressed-up versatility.
Pair these elevated resort shirts with slouchy jeans, tailored trousers, or shorts for a modern take on smart-casual summer style. Understated stripes and subtle patterns provide just the right amount of interest without being overly trendy. With the right fabric and fit, the evolved resort shirt can take him from the office to the bar and beyond.
Elevated basics become wardrobe heroes
One of the key messages for Spring/Summer 24 is the importance of #ElevatedBasics. As consumers adopt a “less is more” mindset, they’re turning to hard-working foundational pieces that can be worn across multiple occasions. Retailers are putting these evolved essentials at the forefront of their collections.
Upgraded design details like utility pockets, considered cuts, and premium materials add a touch of refinement to classic items like soft separates, denim, and layering pieces. Neutral colors like white, black, navy and brown ensure maximum versatility and sophistication. The elevated basic is the building block of the Spring/Summer 24 wardrobe.
Eco-conscious materials and the rise of resale
European retailers are responding to growing consumer demand for sustainability by expanding their use of eco-conscious materials and entering the resale market.
Closed continues to develop its A BETTER BLUE denim range, featuring regenerative and organic cotton for Spring/Summer 24. Meanwhile, Arket has launched Arket Archive for reselling pre-loved items. The brand has also released a new framework to help shoppers build more thoughtful wardrobes.
As circular initiatives gain traction, consider how you can start integrating more responsible materials and programs into your offering. Eco-conscious options will become an increasingly important point of differentiation and customer connection.
Conclusion
Building a successful Spring/Summer 24 menswear assortment is all about striking the right balance between newness and commercial appeal. By updating timeless staples with premium materials, technical features, and modern cuts, you can deliver garments that resonate with how men want to dress now—sustainably and with effortless versatility.
