The Changing Pace of Workwear Pages - Part 3

THE CHANGING PACE
OF WORKWEAR
PART 3 - Shifting Priorities in
Retail & the Workplace
PART 3 addresses the
changing pace of the
retail landscape &
the shifting priorities
in the workplace
SELFRIDGES

UNSPLASH
Regarding workwear,
movement towards be
perspective of fabric
found focus on comfo
technology including
what else could the fu
are starting to go bac
who haven’t stopped,
ities which links to the
In part 3 we’ll also di
inclusion, diversity an
with re-imagining how
What the future will
and progress forward
actions that we can ta
Retail Landscape:
Changes & Challenges
Imagine...A sunny Saturday morning, what to do
today? Maybe a nice hot coffee from your favourite
café coupled with a fresh and crispy pain au
chocolat sat in the comfy seat in the corner, followed
by a browse around the shops. Or maybe you’d
prefer a chilled morning at home and later a cheeky
cinema trip, drinks and evening meal with friends?
We are social beings but the global pandemic has
meant a huge shift to life online and indoors, teamed
with ongoing social justice movements and economic
change, we are now seeing a difference in consumer
mindsets and attitudes to spending. We’ll evaluate
key consumer profiles that will arise post-pandemic.
The Workp
Shifting Pri
2

Action Points:
Safety First
Prioritise Well-being
Embrace Digital
lace:
orities
UNSPLASH
Sustainability &
Community Focused
we have already discussed a
tter well-being from the
s and “Activewear”, a new
rt clothing, sustainability and
“Cobots” and 3D design. But
ture of work include? Now we
k to work and even for those
there is a definite shift in priorchanging
consumer mindsets.
scuss how there is a focus on
d equal opportunities together
we’ll work in office spaces.
hold for how we’ll live, work
is undetermined. Read on for
ke...
Clear Communication
Diversity
Inclusivity
3

Future
Consumer
2023:
WGSN
Impact:
Key Behaviours
The key behavioural drivers Time
Perception, Numbness, Hope
and Cautious Motivation are set
to impact consumer mindsets:
*Time Perception: The pandemic
has altered our grasp of time,
giving rise to a renewed focus on
nostalgia. From added social
jet lag, to stress baking, TV
comfort viewing, gardening
and virtual parties, we have
been detached from the usual
routine of our daily lives.
*Numbness: Emotional turmoil
throughout 2020 has given rise to
unique coping mechanisms.
Consumers are looking for new
ways to deal with a feeling of
numbness. On top of the pandemic,
realities of racial injustice, political
polarisation, institutional reforms,
workers’ rights and the climate
crisis are cranking up emotions.
Global events of 2020 were sudden and
unprecedented, resulting in mass uncertainty.
There is light at the end of the tunnel but a
yearning for brighter days will resonate into
2023. Consumer perception of product and
experiences is changing, this is shifting global
consumption and priorities. Therefore businesses
will need to align with new consumer
desires: a flexible approach is essential and
an open mind and careful planning are key for
future success. Considering this shift, studies
have identified four consumer profiles who
will shape the world around us in 2023:
MEDIUM.COM
*The Predictors
*New Romantics
*The Impossibles
*The Conductors
PEXELS.COM
*Hope: There is a new found focus on hope;
a chance to rebuild, reform and reimagine
the world. This has a strong appeal, and it’s a
global sentiment especially for Gen Zs.
*Cautious Motivation: Whether it’s
returning to the office or socialising with friends,
the need for human interaction will motivate
a return to normality, but consumers will be
cautious and might not dive back in, as
our plans were altered many times in 2020.
4

Post-pandemic, consumers will demand new forms of digital connectivity and
human connection. Following the key behaviours of Time Perception,
Numbness, Hope and Cautious Motivation, let’s discuss the key profile groups
who are set to disrupt industry & drive sales in 2023:
The Predictors, The New Romantics, The Impossibles, The Conductors
The Predictors: Due to a warped sense
of time, uncertainty and emotional
fatigue, The Predictors desire stability
and security. They will have a
recessionary mindset, even if they’re
financially stable, and will act with
caution when spending. Apparently
43% of people in the UK will reduce
spending post pandemic. They won’t
have the mental capacity for
‘Prediction Errors’ e.g. if a product is
out of stock, it might cause stress. So
the power of pre order, subscriptions,
refills and seamless saving methods
will allow deeper connections with The
Predictors.
THE PREDICTORS
WGSN
NEW ROMANTICS
WGSN
The New Romantics: The pandemic has
reinforced the sense of community,
family and priorities. Much like the
movement in the 1800s during the
industrial revolution, Romanticists want
a life led by romantic ideals of life,
nature and community values. For
many, normalisation of remote work
mixed with a need for more space and
affordable lifestyles, will lead to more
people moving to rural areas to focus
on leisure and culture. In 2023,
sustainable, inclusive and multi-generational
living will be key. Sensorial
enhancements and mental health are
key engagements for The New
Romantics.
5

6
CONSUMERS’
THE IMPOSSIBLES
The Impossibles: Fuelled by exasperation from 2020 and lack of
support from governments/institutions, this consumer looks to utilise
technology and peer groups to create a future where anything is possible.
Gen Zs and Millennials are driving the trend to boycott companies for lack
of support and diversity. Top CSR concerns for consumers in 2020 was
inclusivity and the environment. The Impossibles want to build back
better, positively impact communities and support under-represented
groups. Wellness, healing and protective qualities, transcultural
products, brands that elevate essential workers and companies that
support society will attract The Impossibles.
THE CONDUCTORS
WGSN
WGSN
NEW MINDSETS
WGSN
The Conductors: Multidimensional,
multi-talented and
multi-tasking. The Conductors
are taking on challenges and
demanding new experiences.
While other cohorts ran on
emotions in 2020, The Conductors
adapted, learnt new skills and
directed their energy to multiple
directions. They are tech savvy
and can easily evolve; the
pandemic has accelerated digital
content creation which Conductors
have embraced. The Internet
is evolving into a metaverse
that is driving culture and design;
The Conductors will engage with
brands who offer new smart
experiences like ‘e-teractive’
commerce or ‘shoppertainment’.

The consumer mindsets discussed
will also include the workwear
industry as many will shift their
priorities and needs at work too.
MIDWICH.COM
With new consumer mindsets, brands and
companies can strategise to win post
pandemic...
UNSPLASH
ACTION POINTS:
1. Predictability - Invest in innovations
in auto-refill packaging, pre-order apparel
and general stock certainty.
A New Era of
Commerce
UNSPLASH
2. Brand Loyalty - Ensure the value
hunters have stronger shopping tools to
create less ‘price-jumping’.
3. Diversified Downtime - Changes
to working practices and a prioritisation
of self-care will give rise to consumers
who are focused on friends, family
and themselves - including staff.
4. Ethical Action - People before
profits. Every cohort is demanding ethical,
social and environmental change.
5. Mega Metaverse - New digital
realms and technology will transform
how people shop, work, play and learn.
WGSN
7

POST
LOCKDOWN
SUCCESS...
8
SHOPPER
FORECAST:
WGSN
REDEFINING INTERACTION:
Consumers are shopping more
online to avoid crowds. Apps and
social media have also created
new routes to discover product.
Brands will need to invest more on
their online strategies. Interactive
digital storytelling will be key for
content and promoting commerce.
DECENTRALISED CONSUMER:
There are rising concerns about
safeguarding privacy and digital
security, consumers have had to
rely more on digital services, they
will need reassurance of
transparency and safety through
decentralised services.
WGSN
WGSN
WGSN
MISSION SHOPPERS:
These consumers want a more streamlined
service online and in-store as they shop with a
purpose and intention, rather than browsing
slowly. Safety, speed and convenience are a
priority for mission-based shoppers; they’re
likely to have done their research before visiting
store with global searches for “in stock”
growing more than 700% in 2020. Tracking
apps are also on the rise. Mission shoppers
dislike long queues, confusing layouts and out
of stock shelves. Efficiency is essential; stock
checkers and wayfinder tools in-app and
in-store will add to a positive experience.

WGSN
WGSN
Transparency
& Optimism:
Despite a more challenging and
uncertain economic landscape amid
the pandemic, consumers and companies
are reimagining a brighter
future. It is important for companies
to connect emotionally with consumers,
championing positive ideas and
social causes. Sustainability is also
a concern; according to Ubamarket,
82% of consumers want to see plastic
reduced, retailers need to invest here.
Cautious
Consumers:
Fear of safety needs to be alleviated
for in-store shopping; hygiene
control and contactless experiences
such as touch-free interfaces (Amazon
One palm payment), outdoor shopping,
QR codes and shoppable store
fronts are driving new standards. Affordability
is also significant; Covid-19
has accelerated post-purchase payment
plans. Communication is key;
be direct, inclusive and transparent.
WGSN
AMAZON ONE
9

GENDER NEUTRAL
COLD LAUNDRY
The presence of gender-inclusive collections and capsules in 2021 has noticeably
surged YoY. The range of styles are diverse, but the loungewear-focused
trend will lead at a commercial level.
Forward thinking brands and retailers including more main stream names
such as Nike and Selfridges, are embracing new gender norms and are
helping to breakdown stereotypes; creating genderless spaces and ranges
that appeal to all. Brands such as Hope Stockholm offer sizing on every
product aimed at both men and women, there is also a rise in unisex sizing
or genderless names where garments are given random names rather than
male/female. This will become more prominent within workwear too.
WGSN
10
HOPE STOCKHOLM
GENDERLESS NAMING
PINTEREST

The rules for education, work and retirement have
been rewritten; as we live for longer there is more
time for learning, consuming, creating and
producing. The aging experience is diverse.
WGSN
ÉPOQUE ÉVOLUTION
As the ageing workforce is rapidly growing,
companies will have to look for new
ways to build an age-inclusive workplace
and brands, services and marketers to need
to redress their perceptions of ageing and
their consumers needs and desires.
Age, Diversity
& Inclusivity
www.freepik.com/vectors/people
Intergenerational equality is important
because ageing affects everyone.
Rather than perceiving growing old as
life-limiting, we should tackle ageism
and move to accommodate what people
are able to do for an age-positive
future. According to WGSN, in Europe,
if older workers continue to participate
in the labour force, they could represent
as much as 38% by 2028. We should
no longer be a world that’s divided by
race, gender and age; human
diversity needs to be celebrated across
a fuller spectrum.
WGSN
11

Home Working:
We’ve discussed how #stayhomestyle
will influence workwear sectors.
Also home working will likely
form part of a hybrid model for
companies; a balance of office
work to aid creativity and innovation
will be important. Businesses
adapted quickly to provide more
space and safety in 2020.
NBC NEWS
The Future of
Office Work:
Blending remote capabilities and
traditional office working will be
enabled and advanced by technology.
Could the future include
virtual reality conferences and
meetings to make long distance
meetings more interactive?
UNSPLASH UNSPLASH
UNSPLASH
SPATIAL.IO
12

UNSPLASH
Whatever the industry,
along with space and safety,
businesses should embrace
a broader scope of
diversity in our workplaces
that includes gender,
ethnicity, age, physical disabilities,
cognitive diversity,
lifestyle choices, sexual
orientation, financial
inclusion and socioeconomic
backgrounds. It’s all about
INCLUSIVITY.
UNSPLASH
DIVERSITY AND SAFETY
WGSN
BBC FUTURE
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