When it comes to office wear, the trends are inescapable: Once businesspeople were expected to wear only tailored suits. Then came casual Fridays, khakis, the rejection of stockings, and the removal of ties. Today, the traditional official office uniform for men in business settings no longer exists, such that in small start-ups and massive corporations alike, sweatshirts and jeans are often the norm. For consumers, the challenge is to figure out what to wear; for retailers of men’s suits, the challenge is to figure out what to suggest for them.
At retailers such as Jos. A. Bank and the Men’s Wearhouse, the shift has prompted a reorganization and realignment of the merchandise assortment. Rather than nearly exclusively selling suits, dress shirts, and ties, these chains now feature khakis, jeans, and sports coats, as well as button-down shirts that do not require ties. Those more casual items take prominent positions in stores, whereas the formal, tailored suits have been moved to upper levels or the back of the store.
Those moves reflect a clear necessity, as sales of men’s suits have continued a precipitous drop. The market has shrunk by approximately 8 percent in just the past four years, and there are no signs that this contraction will stop or reverse, especially considering evidence that more and more employers are relaxing their dress codes. Even at Tailored Brands, which owns the Jos. A. Bank line, executives are not required to wear suits to work, and its chairperson often arrives in jeans and a Patagonia jacket.
But the sartorial flexibility also means that retailers have an opportunity to provide a valuable service to customers, who might be unsure if a particular shirt is appropriate to wear or not. By giving them fashion advice and assistance, the retailers might be able to reinvent their offerings and ensure that none of their shoppers show up to work looking slovenly.
Furthermore, they insist that suits will never disappear completely. Fashion-forward shoppers enjoy trying the latest profiles and patterns, worn in modern and creative ways. For example, one sales clerk demonstrated for a young shopper how to combine a suit with fashionable sneakers to create a trendy, dressy, but still comfortable look. Furthermore, there will always be events like weddings and other ceremonial celebrations that require men to own at least a suit or two. If a retail brand can gain a shopper’s trust, by helping him pick out the right style for work, that brand also is likely to gain his business when he needs to buy a suit for an upcoming interview or graduation ceremony.
Discussion Question:
- What is a major trend in men’s office attire?
- How should this trend influence merchandise assortments?
- As a person either currently working in an office or soon to be doing so, how do you feel about this trend?
Source: Suzanne Kapner, The Wall Street Journal, March 25, 2019