The Trend Of "Going Straight" Will Affect The Fashion Industry. These Brands May Be Affected.

The trend of "going straight" has affected fashion.

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According to the British Independent newspaper, after investigating two thousand employees, First Direct found that only 1/10 of employees said they would wear clothes at work.

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Among them, 70% of respondents said they would feel more comfortable in casual clothes. More than 50% of respondents said that casual clothes did not need to spend too much time and cost maintenance, and 43% of respondents thought that formal clothes were no longer necessary for work. Instead, wearing formal clothes in the office would be regarded as incompatible with the crowd.

Broadcasting British Corporation BBC issued a news report quoted a company 20 year old employee Joey Barge due to hot pants wearing a short pants fired by the higher authorities triggered the hot news of the industry, the company then under the pressure of public opinion, announced the cancellation of male employees wear short pants to work.

BBC article continues to point out that the definition of women's work clothes is usually vague. The company usually stipulates that clothes are not allowed by reverse side, but men's work clothes are more equivalent to suits and tie.

Men's wear has become the most influential category of work clothes change.

According to data released by research firm Ou Rui, as early as 2015, the sales of American suits fell by 2%, which has been hit by the industry for third consecutive years, and the market share of men's casual wear has surpassed that of men's suits.

The declining performance of the group that had once relied on high-end business men's clothing has been showing up year by year. In fiscal year 2017, its revenue fell 4.2% to HK $1 billion 701 million compared with the same period last year, and its operating losses expanded from HK $406 million 500 thousand to HK $441 million in the same period of 2016. The share loss of shareholders increased from 441 million Hong Kong dollars in 2016 to HK $608 million in the same period.

Li bang was formerly a WAN Bang Group. Li Feng Asian investment was bought in April 2006 and renamed Li bang.

At present, Li Bang operates six international business men's wear brands, including Cerruti 1881, Altea, Gieves & Hawkes, D 'urban, Intermezzo and Kent & Curwen.

In front of the traditional clothing group such as Li bang, it was the loss of the core consumer groups.

The downturn of Li Bang coincided with the important point of change in China's fashion consumption concept. Data show that the consumption potential of the middle class group distributed in China's first and second tier cities in clothing, lifestyle and other fields is shaping a number of brands that focus more on leisure.

Karen Pine, a psychologist at University of Hertfordshire, points out that changes in the working environment are the root cause of the trend of "going straight".

On the contrary, Hugo Boss, a senior German menswear brand group, confirmed this phenomenon by relying on pformation and profitability. The group said in its earnings report that BOSS's business attire was growing slowly, but the HUGO leisure series showed double-digit growth due to the popularity of young consumers. Its new pineapple fiber shoes and sports series launched this year were effective, stimulating China's regional performance to rise by 11% in the first quarter.

On the other hand, luxury fashion brands also win consumers' favor by launching more casual casual suits, but traditional dress modification does not directly affect the requirements of work clothes, but it indirectly changes people's cognition of formal dress and casual wear.

The high-end men's wear brand Zegna Zegna group launched the sub line Z Zegna in 2016. Apart from the price more close to the people, the product line also changed the brand traditional traditional dress clipping with a more youthful and lively style.

In the 12 months of December 31st last year, the group's net profit surged 64% to 32 million 800 thousand euros, and profits before depreciation and amortization increased by 13.6% to 142 million euros, and sales rose to a rebound from 2.3% to 1 billion 180 million euros.

However, as the luxury market growth slowed sharply in the past few years, Zegna's net profit plunged 39% to 71 million euros in 2014, while the net profit of the group dropped further from 37% to 45 million euros in 2015 as the mens business continued to stagnant in two markets in China and Russia.

In 2016, Ermenegildo Zegna became the most luxury luxury store in China, with a total of 15 stores.

IPO is far from being expected, and the global fashion retail market has changed dramatically, making Italy luxury group Giorgio Armani also in a difficult position and facing massive layoffs.

According to statistics, sales of Giorgio Armani group decreased by 5% to 2 billion 510 million euros in 2016, the first decline in 10 years. The Group recorded an increase of 4.5% in 2015, while 16% in 2014.

Group owner Giorgio Armani earlier believed that the decline in group performance should be attributed to macro and geopolitical issues, as well as the overall changes in consumer behavior and attitudes.

Obviously, Armani is facing a painful period of pformation.

The young designer's entry into the high fashion house has also changed people's perception of the suit. The Justin O 'Shea Brioni designed sequins and the oversized men's clothing made by Balenciaga are subverting the man's inherent shape from style and tailoring.

The most representative of this is the designer Hedi Slimane from 2001 to 2007, who built the narrow style suit mixed with rock and roll style during the Dior men's wear, and made the thin male image become the typical model of contemporary aesthetics.

But in a deeper sense, Professor Karen Pine, a University of Hertfordshire psychologist, points out that changes in the working environment are the root cause of the trend of "going straight".

He further pointed out that such changes include the ambiguity of the internal hierarchy of the company, and the fact that the boss is no longer the authority figure in the traditional sense. At the same time, the company also allows employees to display their personas by wearing to enhance the feelings between the teams.

What's more, the opinion leaders in the workplace are affecting people's traditional ideas. Analyst Deiedre Clemente points out that the Silicon Valley is an important factor that allows casual clothes to enter the workplace. Khaki trousers and button collar shirts are standard for Silicon Valley employees.

Represented by Facebook founder Mark Zuckerberg, Silicon Valley entrepreneurs have led the trend of wearing casual clothes on working occasions. They are present in public speeches and gray T-shirts and jeans.

Wearing comfort helps improve his working condition and become his philosophy of clothing. He once said that he could wake up every day to serve more than one billion users all over the world. If he spent any energy on deciding what to wear, he would not be doing his job.

Karen Pine stressed that this change also affected women's dress, and the strengthening of women's status in the workplace gradually eliminated gender inequality in the work environment.

The rules were gradually abolished, and female employees wore jeans, flat shoes and T-shirts in the workplace.