354Who says men's spending power is at the bottom?
This brand has made a crazy 1.4 billion yuan a year by emptying the wallets of male compatriots!
While everyone is focusing on the fierce battle between Shein and Temu in the women's fashion track, Saiwei Era, which started in Shenzhen, has quietly raised a "cash cow"—the men's clothing brand Coofandy.
In just 8 years, it achieved an annual revenue of 1.455 billion yuan, with an annual growth rate of 58.63%, becoming a phenomenal brand in the North American men's fashion market.
Today, Tuke will show everyone how this brand manages to "get money" from the pockets of male compatriots.
Image source: Coofandy
Breaking Stereotypes, Awakening of Male Spending Power
The Coofandy brand was founded in 2015 and belongs to Saiwei Era Technology Co., Ltd. It is the only brand under Saiwei that focuses exclusively on the men's clothing market.
Based on a clear market positioning, the brand is committed to providing affordable men's clothing that integrates business, casual, and sports styles for multiple scenarios, meeting the dressing needs for different occasions. In 2023 alone, Coofandy's revenue reached 1.455 billion yuan, achieving an annual growth rate of 58.63%, making it one of the most outstanding brands under Saiwei Era.
Saiwei brand "family bucket" Image source: Saiwei Era
As the brand continues to grow and expand its market share, Coofandy's influence has also begun to penetrate international markets. On September 8, 2024, they welcomed a key moment—their debut at New York Fashion Week.
Top models Sean O'Pry and Raphael Miller walked the runway in the brand's series of suits, and with this fashion-forward show, the brand successfully attracted the attention of the fashion industry.
This move not only significantly increased the brand's exposure, but also deepened its high-quality and fashionable positioning in people's minds, further consolidating its market position as a high cost-performance men's clothing brand.
First appearance at New York Fashion Week Image source: Coofandy
Has Men's Clothing Going Global Become a "Golden Track"?
As male consumers' demand for fashion continues to increase, the global men's clothing market is showing trends of diversification, personalization, and youthfulness. According to third-party platform data, the global men's clothing market size is expected to reach $573.5 billion in 2024, and this trend will continue to grow in the coming years.
Against this backdrop, the men's clothing market has finally ushered in its "moment of pride." It is no longer the era of "men dress casually," but rather the shaping of modern men who pay more attention to self-expression and taste. This means that not only clothing design, but even the personality and attitude behind wearing, have become key for brands to win the market.
In such an environment, how to find one's own differentiated positioning has become the key for many men's clothing brands to stand out, and the reason why Coofandy can rise rapidly is precisely because of its precise market positioning and flexible brand strategy.
Image source: Statista
Accurately Positioning the Multi-Scenario Demand for "Affordable and High Quality"
In terms of product strategy, Coofandy has precisely grasped male consumers' needs for multi-scenario, all-round dressing. The brand focuses on three major scenarios: business, casual, and sports, and upholds the concept of "simple and comfortable" in design, striving to meet modern men's aesthetic needs for understated elegance.
Its product pricing ranges from $19 to $119, fully covering the mainstream consumer groups in the North American market. The brand also continuously expands its product categories and adjusts size ranges, fully considering the body shape differences of multiple ethnic groups. From the initial basic shirts to party tuxedos and beachwear, it continues to expand its market space in segmented scenarios.
Image source: Coofandy
Digitally Driven "Small Front-End + Large Middle Platform" Model
To support such rapid product expansion and market demand, the Coofandy brand has also done a lot in supply chain management.
According to changes in market demand, they can quickly adjust SKUs and adopt small-batch, multi-variety production methods, which not only maintain product freshness but also reduce inventory pressure. In addition, by optimizing the supply chain layout in Southeast Asia, they have transferred some orders to lower-cost regions, and by cooperating with platforms such as Amazon, they have reduced logistics costs, further improving the brand's cost-effectiveness.
Image source: Coofandy
Online and Offline Layout, Resonating Traffic
In addition to product and supply chain advantages, Coofandy has also put a lot of effort into channel layout. By leveraging TikTok, a global platform, they maximize traffic conversion and have built an efficient marketing closed loop.
Coofandy has cooperated with more than 5,800 influencers on TikTok, successfully forming a strong social trust endorsement through "persona" marketing. According to statistics, the proportion of sales driven by influencers for the brand is as high as 47.29%.
Image source: Echotik
In terms of influencer selection, they did not limit themselves to cooperating only with male fashion bloggers, but expanded the scope to include female fashion, fitness influencers, and even family influencers.
This strategy helped them reach different consumer groups, especially household decision-makers.
Take TikTok influencer @tonyncris as an example. This blogger is from Texas, and his video content covers family life, travel vacations, and sports fitness, and is loved by a wide audience.
In cooperation with the brand, @tonyncris showcased the effect of the brand's new three-piece set and shared his personal wearing experience. This video not only authentically demonstrated the wearing effect of the product, but also successfully resonated with viewers, ultimately bringing the brand as much as 4.8 million exposures and further enhancing brand awareness.
Image source: TikTok
Coofandy not only focuses on online marketing, but also enhances the emotional connection between the brand and consumers through offline activities, further improving the brand's affinity. This combination of online and offline marketing not only increases brand exposure, but also generates more recognition from target users.
For example, in April 2024, they launched a unique challenge during graduation season. The event not only selected the best outfits through Instagram and TikTok, but also held a month-long "bus tour" in Boston. This event brought the brand closer to student groups, combining parties and prizes to attract young people to participate, and the on-site interactive atmosphere was very lively. This creative offline event successfully and precisely reached the student group, not only deepening the brand's connection with young consumers, but also effectively improving the brand's market penetration.
Image source: Coofandy
Conclusion: The Next Decade of Men's Clothing Going Global
The explosion of Coofandy confirms a trend: the male consumer market is shifting from "functional needs" to "emotional value." When Gen Z men start looking in the mirror eight times a day and are willing to spend 20% of their monthly income on dressing, the imagination for this track has only just begun.
