UK menswear is bucking the dismal retail trend with overall sales in the category rising 3% over the past six months.
Price increases helped boost sales to £4.56bn ($7.04bn) in the 24 weeks to May 13, according to Glen Tooke, client analyst Kantar Worldwide.
The research found that branded menswear sales grew at a higher rate than own label over the period, with total spend on branded menswear up 4% from £1.61bn ($2.48)bn to £1.67bn ($2.58bn). Sales of own labels increased 2% from £2.82bn $4.35bn) to £2.89bn ($4.46bn).
The figures also show that retailers are increasing prices, with the average price of menswear up 9%. The average price of branded menswear rose from £17.36 ($26.81) to £18.86 ($29.13) and the average price of own label grew from £9.45 ($14.6) to £10.26 ($15.85).
However, the total volume sold across menswear fell 6% over the period with own-label sales volumes taking a larger tumble than branded sales. The volume of branded sales fell 4% to 88.7 million units, whereas own-label sales fell 6% to 281.6 million units.
A number of retailers have been performing well, with Burberry, Moss Bros and Asos all recently posting growth in menswear.
At department store chain John Lewis, the branded menswear offer is undergoing an overhaul in a bid to attract a younger customer.