We have witnessed the shift from the ultracasual workplace popularized by entrepreneurial and technology firms clad in jeans, tee shirts and sneakers to business casual recognizable in all sectors from Fortune 500 companies to retail, restaurants and small businesses. Trends are showing that we are now shifting from that business casual of polo shirts and slacks to attire that is best described as business professional. Styles are dressier and more fitted, and feature higher quality knits (such as Egyptian Cotton Pima Cotton Polos) and woven fabrics such as oxfords and poplins. How these trends are actually interpreted by a given company will depend upon the type of business, geographic location and the demographics of the audience.
Corporate wear can be an integral part of a company's image and branding. Uses can include uniforms geared to particular job types, trade show or event wear, and gifts for employees and clients. But no matter what the purpose for the garment, we must remember several key facts. If a person does not feel that they look good in what they are wearing and if the garment does not fit properly they will appear uncomfortable and their morale will deteriorate. From the employee perspective, it is far more important to select garments that they will enjoy wearing and that will be an opportunity for pride and team building as opposed to something they have to wear. And, in a pure marketing perspective the product should offer a positive identity and leave a lasting impression. If the garment is not perceived as fashionable and attractive it will not be worn thereby decreasing its marketing value, and can actually detract from the company's image instead of enhancing it.
Business causal has become significantly more aligned with the retail marketplace and our perception of quality and style is taken from retail offerings. We must correctly interpret what is seen in retail, and apply those trends and concepts to corporate wear. Styles need to balance being attractive and fashionable, but not so fashion forward that they will go out of style with the season, and not so dull that they will not be worn or enjoyed by the recipient. Retail has shown buyers of corporate wear the importance of layering, fabric quality and garment construction. Layering is practical, functional and stylish for men and women, and can increase the opportunity for a company's brand to be furthered. This can translate into performance fabric mock tees for first layer; wovens, sweaters or vests for middle layers; and windbreakers, fleece or jackets for outer layers.
Lighter-weight fabrics in the past were typically seen as lower quality and lower cost alternatives. Today, lighter-weight performance fabrics are far more preferable and are available with higher quality construction. Performance fabrics are those where the yarns have been chemically treated or woven in such a way to increase the wearer's comfort and appearance, and as a result will protect or enhance the company's image. Features include moisture management, soil and stain resistance, wrinkle free, UV protection, antibacterial and anti-odor.
Another significant shift in the corporate wear industry is that of women's fashion. There are increasing numbers of products available in coordinating men's and women's styles. Women of all sizes prefer sleeker silhouettes, polished styles and richer colors. Stretch fabrics are very popular for both fitted styles popular by a younger market, and the relaxed styles preferred by the mature market.
The major differences between the corporate wear industry and that of retail are that styles and colors must remain constant from year to year, and inventory must be reliable across the entire size range. And, the palette of colors must span the traditional corporate colors (navy, black, gray, white and neutrals) to popular colors (pastels, muted tones, and faded lights), but not trendy colors seen only for a brief season.
Color can be a key ingredient to building image and brand. We have seen many corporate giants adopt a particular color that becomes the visual image of their corporate image. Companies and organizations of all sizes should consider whether this should be part of their overall marketing strategy. If so, the color choice must be synonymous with the corporate image and must be a color that can reliably be used for three or more years. More popular and even trendy colors are recommended for short-lived campaigns or single events.
We have explored many of today's trends in business professional or corporate wear, and how those garments can be used to enhance the success of an overall marketing strategy. In summary, we urge you to answer the following questions to best select which products and styles each time you are purchasing decorated corporate wearables.
What are the demographics of the intended recipients? (age, gender, profession, geographic location)
How and where will the garments be worn? (indoors, outdoors, trade show, sports event, sales presentations)
What garment features are needed to enhance or best fit the marketing strategy? (color, formal versus informal, wrinkle free, stain resistant; visual differentiation between job functions)
Should we consider layering options?
Are we best served with a single style in the same color, single style in multiple colors, or multiple styles in the same color to accommodate diverse body types and personal preferences?
What care requirements are needed? (machine wash/dry; dry clean, no iron, handwash)
How will the garments be distributed?
What packaging will enhance the program?
What is the overall budget or per garment price point?
Sources:
David Bebon, "Lighten Up", Advantages, February 2006, page 36.
Lisa Bennett, "Aisles of Opportunity", Counselor. June 2006, pages 65-66.
Lisa Bennett, "In Living Color", Counselor, April 2006, pages 67-68.
Kristin Buchanan, "The New Classics", Impressions, May 2006, pages 30-36.
Sharon R. Cole, "Play Up Corporate Casual Wear", Promotional Marketing, January 2006, page 22.
Cynthia T. Graham, "Casual Fall Designs Match Dollars with Sensibility", Promotional Marketing, June 2005, page 56.
Cynthia T. Graham, "Men of the Cloth", Promotional Marketing, July 2006, pages 50-51.
Jennifer Hans, "Weave Successful Promotions with Oxfords", Promotional Marketing, July 2005, page 42.
Matt Histand, "Fashion Forward", Counselor, July 2006, pages 74-82.
Melinda Ligos, "Think Pink", Counselor, April 2006, pages 113-115.
Sareg McCulloch, "Deliver Complete Solutions", Promowear Magazine, July/August 2006, pages 34-35.
Ken Parsons, "Racking Up More Sales", Counselor, July 2006, pages 85-92.
Mary M. Sells, "Living in the Materials World", Promowear Magazine, July/August 2006, pages 28-30.