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Consumer Market: Business Leisure Has A New Definition After The Epidemic

2021/8/11 17:13:00 0

　　 American cotton company / contribution

　　 As the hybrid work system becomes more common and companies try to attract employees who are accustomed to working remotely at home wearing T-shirts, sports pants and hoodies, the office dress code will be further relaxed.

　　 At present, American enterprises are considering how to make employees return to the workplace smoothly. More than a year after the epidemic gave a new meaning to "business leisure" (last year's Pajama sales more than doubled from 2019), employees and retailers are thinking about what the new definition of professional wear will be. Leisure and comfort will play a major role.

　　 Ford plans to offer 30000 employees a hybrid option to work at home and come to the office when they feel the need for a project or team building activity. This makes the choice of work clothes a little bit of a headache.

　　 "I'm not sure we're going to see employees coming to the company in their pajamas," kiersten Robinson, Ford's director of human resources, told CBS on Sunday morning, "but we're going to have a looser dress code."

　　 Benjamin Schneider, an international fashion and luxury analyst at Euro monitor, said the line between fashion and sportswear will continue to blur as consumers increasingly choose casual and relaxed styles during the outbreak.

　　 "Consumers are increasingly choosing casual, comfortable clothing, such as casual wear and sportswear, rather than more formal or fashion influenced clothing," Schneider said. While many fashion items, such as dresses, skirts and jeans, are bound to rebound from record lows in 2020 as consumers now find opportunities to wear them, the long-term prospects for non sportswear are not as optimistic as sportswear. As the hybrid work system becomes more common and companies try to attract employees who are accustomed to working remotely at home wearing T-shirts, sports pants and hoodies, the office dress code will be further relaxed. "

　　 According to cotton incorporated's new coronavirus consumer response Survey (the first round on March 20, 2020 and the fifth round on February 28, 2021), the number of consumers wearing more comfortable clothing than before the outbreak has increased from 63% at the beginning of the epidemic to 74% this year.

　　 Recently, according to the new coronavirus response Survey (fifth round), consumers ranked T-shirts (47%) as the most frequently worn clothing during the outbreak. This was followed by sportswear, sportswear or jogging (38%), jeans (34%), tights or yoga pants (29%), Casual Shirts, pants or shorts (25%), and sportswear / sweaters, pants or shorts (22%).

　　 The global leisure and Pajama market is expected to grow by $19.5 billion from 2020 to 2024, with a compound annual growth rate of 9%, according to edited, a retail market intelligence firm.

　　 "Hoodies, T-shirts and two-piece suits are on the designer line at autumn 2021 fashion week, and men's casual wear has recently been added to the UK's inflation package to weigh goods based on consumer behavior," said Krista Corrigan, fashion and retail analyst at edited, If the product investment increases and is sold out, it shows that the leisure products sales performance is good. "

　　 Corrigan points out that in women's wear, sales of sportswear grew the most significantly (72%) as fast fashion retailers quickly took over the comfort trend. Rib knit, split hem and seamless Leggings are also selling well. When it comes to men's wear, graphic T-shirts, sweatpants and hoodies are the main force, Corrigan said.

　　 According to the cotton incorporated NCV consumer response Survey (fifth round), most consumers (84%) agree that wearing comfortable clothes helps them feel better. In addition, according to the 2021 Cotton Incorporated lifestyle monitor ™ ） Compared with synthetic fibers such as polyester and nylon, 84% of consumers think cotton clothing is the most comfortable and soft. Most people think that cotton fabric is the most suitable for T-shirt (89%), casual wear (76%) and sportswear (52%).

　　 According to lifestyle research, this preference for cotton is justified in many clothing categories, considering that nearly four fifths of consumers (79%) think cotton is their favorite fiber to wear. The percentage clearly exceeds the consumer's next choice: polyester (3%), or rayon (1%).

　　 Similarly, according to lifestyle research, more than two fifths of consumers say they are upset with brands that use synthetic fiber instead of cotton in T-shirts (45%), jeans (42%) and casual wear (42%). Another 39% don't like to use synthetic materials instead of cotton in sportswear, followed by business clothes (36%). In addition, most consumers said they were willing to pay more to avoid replacing cotton with cheaper man-made fibers in T-shirts (60%), casual wear (56%), jeans (51%) and sportswear (51%).

　　 Carla buzasi, chief executive and President of WGSN, a trend forecasting company, said brands should consider how to provide comfort and reassurance to today's consumers traumatized by the epidemic.

　　 "We are looking for business opportunities in clothing, interiors, fabrics, etc., and these opportunities will become very important when people make a purchase decision," buzaci said at a recent retail connect 2021 online event. I think we should think about how people want to connect with you, your brand and your products, and interact with people around us. If you can be the catalyst in the middle, then I think you and your brand will have a very bright future. "