This Week's Herman Trend Alert

Leadership in Normal 2.0

  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 &

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 To sign up, visit The Herman Trend Alert is a trademark of The Herman Group, Inc."

Our author Joyce gets quoted in TIME Magazine and other national media on a regular basis. You can, too! Sign up for You will be found by the news media and in Google search: 1. Through your personal search-engine-optimized press room by 39 topics you choose; 2. By news releases pushed out 10 ways including Google News; 3. Be found in the 2020 printed Yearbook of Experts, Authorities & Spokespersons. Save 15% when you register by October 31st @

The Association of Professional Futurists proudly presents its annual online learning experiences on Full Spectrum Futures. Network with leading futurists from all over the world. And best of all, it's free to attend, though contributions are encouraged to help defray costs. For more information, visit here.

Excellent translation services from English, French, or German into Spanish. Especially well-versed in medicine/pharma and automobile industries. 5-year Bachelor Degree in Translation. Also editing and proofreading of all kinds of Spanish language documents. Flexible rates, depending on number of words, degree of difficulty/technicality, and turnaround. For an instant quote email Mariana Campora Lesti at or contact her on SKYPE at marianacampora.

To read this Herman Trend Alert on the web:

Herman Trend Alerts are produced by the Herman Group, strategic business futurists, Certified Management Consultants, authors, and professional speakers.

New subscribers are always welcome. There is no charge for this public service. The Herman Trend Alert is read by over 30,000 people in 90 countries, including other websites and printed periodicals. Click here to sign up for the Herman Trend Alert.

Do you enjoy receiving this weekly e-mail update? Contact us about our co-branded Herman Trend Alert service.

Subscribe or Unsubscribe to weekly Herman Trend Alert
View this week's Herman Trend Alert
Archived Weekly Herman Trend Alerts


[ Home · About · Products · Resources · Media ]


7112 Viridian Lane
Austin, TX 78739
Voice: 336-210-3548
Toll Free in US & Canada: 800-227-3566

  © The Herman Group. All rights reserved.

Web site design by WebEditor Design Services, Inc.