M&C - Consumer Research on Custom Men's Fashion
Company overview
M&C Men's Fashion is an elite men's apparel brand originating from Italy with a legendary heritage, founded by MANTOVANI. The brand is renowned for its distinctive design philosophy and premium tailoring, blending elegance and confidence, romantic chivalry, and an extraordinary aura. It targets modern men with independent spirits and high aesthetic standards. M&C is not merely a fashion brand—it embodies a lifestyle rooted in integrity, dreams, and perseverance. Currently, M&C operates stores in multiple countries and regions worldwide, steadily building its international influence within the premium men's fashion market
Research background
As living standards improve and personalization demands increase, an growing number of Chinese elite men are expressing higher expectations for quality, style, and individuality in their clothing choices. Private custom tailoring, as a symbol of premium consumption, is gradually entering mainstream consumer awareness. To deeply understand the fashion consumption behaviors and psychological preferences of high-net-worth male consumers in China, M&C Men's Fashion has partnered with Blue Sky Time Management Consulting to commission CEIDEA Research to conduct a targeted study in Beijing, Shanghai, Guangzhou, and Chengdu—four key and strong-tier cities. The study aims to clarify market positioning, refine the profile of core customer segments, and provide actionable insights for the brand's expansion strategy in the Chinese market
Research scope
In June 2015, CEIDEA Research was commissioned by Blue Sky Time and M&C Men's Fashion to conduct a targeted survey of high-end male consumers across Beijing, Shanghai, Guangzhou, and Chengdu. The study covered executives, financial professionals, freelancers, and high-end entrepreneurs. Using a combination of one-on-one in-depth interviews and quantitative questionnaires, the research systematically collected data on consumers' clothing purchase frequency, awareness and acceptance of custom tailoring, preferred purchasing channels (brick-and-mortar stores, luxury retail outlets, online custom platforms), key purchase drivers (fit, fabric, brand, service), and their behaviors regarding brand awareness and sharing through social media. Additionally, the study compared and analyzed differences in aesthetic preferences and consumption psychology across cities, identifying potential growth opportunities in the custom tailoring market
Expected outcomes
Through this research, M&C Men's Fashion will gain a comprehensive behavioral and psychological profile of high-end male consumers, clearly identifying the core needs and consumption pathways of China's high-net-worth population in apparel. The findings will provide data-driven support for optimizing the brand's positioning in the Chinese market, guiding product design direction, custom service planning, channel strategy—including the integration of premium custom boutiques with socialized online platforms—and refining targeted communication strategies. Furthermore, the research will help the brand establish a more differentiated competitive advantage in the increasingly competitive premium men's fashion market, driving sustainable and high-quality growth in China
Scan to add our research consultant