Australian menswear brand YD has recorded an uplift in pink menswear sales of 226% since the Barbie movie was marketed and launched in Australia.
Sales of pink items in stores have increased by 92%, with an uplift of 56% in search terms on the site which include the term 'pink'.
Head of product Claire Dooley said YD is planning to capitalise on this trend by launching a new pink suit in spring.
“YD has never shied away from colour, including pink, however we’ve seen a recent uplift in the coloured tailoring trend, for guys who want to stand out or aren't afraid to express their individual style,” Dooley said.
“The Barbie movie has certainly given us a lot of confidence that our new pink suit dropping in spring will be a hit.”
Dooley said that pink has become more popular in menswear as attitudes around masculinity continue to shift.
“We’ve seen a shift in fabrications across our product ranges, whether it’s shiny silky shirts through to knit tees - we’re excited that men are wanting to experiment more with their individual style,” Dooley said.
“We’re also seeing an increase in female customers who are discovering YD’s diverse size range everything from xxs-xxl. We’re finding a lot of female customers are loving our tailoring for a more masculine take on female tailoring.
“We’ve seen a swing in the need for dressing up post-COVID, we love that people are starting to get out of their Uggs and trackies and are putting more effort into expressing who they are through the way they dress.”
Dooley said there is a new range of tailoring including velvet blazers and ‘silky’ shirts dropping in late August, which includes more coloured tailoring.
“You can expect to see a lot more pink across all categories,” she confirmed.