The Herman Trend Alert|
September 23, 1998
Corporate Casual Trend is Growing
Across the land, in every kind of company, life is becoming less formal. There is precious little time for ceremonies, pomp & circumstance, and honoring position status when the push is on for productivity. Employees of all ages who fit the "Adaptables" descriptor (see chapter 19, "Turbulence!" Herman, 1996) are diligently working—informally—to get results. "Dressing down" now means comfortable clothes instead of discipline.
Right in the middle of this movement we find the clothing manufacturers, eager to capture this growing market segment. Levi Strauss & Co. is in the test phase of their Style@WORK(tm) mini-store program. The goal of the Style@WORK(tm) program is to provide HR managers with a tool to help reinforce appropriate casual dress in the workplace and to give employees the benefit of convenient shopping. They’re setting up temporary stores on company locations, selling clothes the company has approved for its "corporate casual" style.
In the test phase Levi Strauss is targeting only a select number of companies that meet the program's stringent criteria. Eligible companies will preferably have a five day per week casual businesswear policy, at least 3,000 employees on-site, and a high-traffic space of at least 1,500 square feet (usually in an atrium or cafeteria area) in which to set up the mini-store. They’ll send select companies that meet these criteria a Style@WORK(tm) video and informational packet that provides more insight into the program.
If you have any further questions about the Style@WORK(tm) test program or know of companies that meet the above criteria, please contact Matthew McDermid at the Casual Businesswear Department, Levi Strauss & Co.at email@example.com.
Watch for other manufacturers—and retailers—to reach out directly to the marketplace to sell corporate casual clothes the way they’ve sold safety shoes for years. Emphasis will be on consistency, comfort, convenience, and cost. This is all part of the new design of micro-marketing, reaching out to connect with the individual buyers in a relatively intimate environment without annoying competitors nearby.
© Copyright 1998- by The Herman Group, Inc. -- reproduction for publication is encouraged, with the following attribution: From "The Herman Trend Alert," by Joyce Gioia, Strategic Business Futurist. 336-210-3548 or https://hermangroup.com. To sign up, visit https://HermanTrendAlert.com. The Herman Trend Alert is a trademark of The Herman Group, Inc."
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