Experts agree that menswear is currently undergoing a shift. In fact, menswear is expanding at a faster rate than womenswear in some key markets. Social media trends such as streetwear and sportswear are changing how both luxury and fast-fashion brands approach menswear, as social media lifts taboos, changes mentalities and allows for men to explore individuality outside of the constructs of traditional masculinity. Understanding the motivations of menswear consumers is key to capitalising on this emerging opportunity.