Most assume shapewear is just for women, but the mens versionvests, T-shirts and briefs in stretchy synthetic blends that promise to flatten love handles and firm glutesis becoming more common. Still, the nomenclature remains fraught. Although Spanx refers to its mens products as shapewear, some guys consider that a loaded term due to its associations with womens lingerie, said Tommy Patterson, the founder of underwear brand Tommy John. Compression wear, with its athletic connotations, more comfortably conforms to societal norms. Consequently, lots of underwear brands have opted for that tag.

Todays compression wear slots into a surprisingly rich history of mens efforts to visually streamline their bodies. In the early 1800s, dandies and even soldiers donned boned corsets or stays to achieve wasp waist. More recently, in 2010, when Spanx first introduced mens products, they sold rapidly, persuading some retailers that shapewear could be the next big menswear opportunity.

The categorys biggest hurdle, perhaps, is that mens undergarments have long proven fertile territory for gags. Who could forget Kramers mens bra The Broor, depending on your allegiances, Frank Costanzas Mansierreon Seinfeld? Perhaps scarred by this primetime mockery, some real-life shapewear fans are loath to discuss the topic openly.

Nonetheless, evidence suggests that gents are becoming more comfortable embracing form-altering undergarments. In January 2020, talk-show host James Corden made headlines when he confessed to wearing Spanx tops under his suits and, earlier this year, the Atlanta-based brand expanded its mens line with three tiers of sculpting products. Many styles sold out within weeks.

As men re-enter the social frayoften not as trim as they were pre-pandemicthey might be realizing they could use a helping squeeze. According to Lyst, an online platform that aggregates data from more than 17,000 brands and retailers, searches for mens shapewear have increased 156% in the past 12 months, peaking between March and June this year, when lockdown restrictions eased in numerous cities. Similarly, underwear brand 2(x)ist has seen a 52% year-over-year increase in mens shape-wear sales as of Nov. 7, said senior vice president Ralph Beyda. Its paunch-flattening Form V-neck tee has proved specially popular.

I had to go somewhere recently and wore shapewear because I wanted to look better than where Im currently at [with] my weight, said Michael Fisher, a New York stylist whose celebrity clients include Mr. Corden. He certainly thinks guys are open to wearing shapewear: Many of his clients sport compression tops on the red carpet and hes noticed a big jump in mens desire to don them for special occasions. He views squeezing into shapewear as just another step in the process of getting photo-ready, much like picking a sharp tie.

But shapewear is not exclusively for formal settingsor necessarily meant to be hidden. Tom Farruggio, a 65-year-old guest-experience manager in Tampa, Fla., sometimes wears his black V-neck Spanx T-shirt with just a pair of jeans. I dont have a problem [not] covering it, he said. Girls wear tight shirtsI dont see any reason why a guy cant.

And male shapewear doesnt only appeal to men carrying a spare tire. Mr. Fisher said that lots of his clients who are in incredible shape wear it because it creates a smooth canvas that makes shirts and suits lie better (he recommends looking for seamless styles). And at 2(x)ist, the core consumer is a fit guy aged 25-45, said Mr. Beyda. The brands most popular sizes are small and medium; it discontinued its XXL pieces due to lack of demand.

As the more open-minded Gen Z becomes a bigger market, mens shapewear could become completely normalized, said Saisangeeth Daswani, who analyzes fashion at global trends intelligence agency Stylus, although she emphasized that this will take time. Since mens clothes with high-tech performance qualities have become more popular, shes excited to see what innovations emerge in shapewear. I wouldnt be surprised to see even-more-elevated shapewear come out of the mens industry, she said, whether thats items with next-level breathability, temperature-control or, yes, new advances in compression.

Some guys already wear clinging undershirts for their technical properties as much as their slimming benefits. Pat Ginley, a 32-year-old IT salesman from Charlotte, N.C., bought Tommy Johns Second Skin tanks for him and his groomsmen to don at his September wedding. In addition to gentle sculpting, the lightweight crew necks provided a nice layer of protection so that sweat didnt reach his shirt, he said. No visible perspiration or muffin tops marred Mr. Ginleys journey to the altar. The way I see it, he said, if youre going to have a nice dress shirt and pants, why not have a good foundation underneath?

Based on the above article, please answer the followings:

1. Where is mens shapewear on the PLC?

2. Draw a PLC and choose four clothing accessories for men, and position them on the PLC (choose one accessory for each stage).

3. Considering the position you picked for SPANX menswear line, what would be some important marketing objectives for SPANX mens shapewear?

4. Suggest a way to position SPANX for men to help them gain market share.