This observation highlights GenZ’s attitude towards fashion and self-expression. The insights indicate that this generation is moving from professional/formal attire to more casual clothing.
Siting comfort over discomfort is one of many reasons why they choose to stay in their fashion comfort zones. What do these insights from the 30/30/30 Project mean for workplace culture and brands trying to target this demographic of consumers?
If you want to find out more, continue reading.
What we learnt:
The majority of interviewees had a casual dress sense. Wearing all black was the second most popular style choice. Thrifted clothing also showed up in this cohort. Compared to their Millennial counterparts, none of our interviewees mentioned wearing brand names as part of their style, alluding to the possibility of an “unbranded” consumer of the future.
“I am forever, mostly in my jeans and sneakers and tank tops and yeah, I just like dressing up in the modern way which is crop tops, jeans, sneakers.” – Sunita (22, Mixed race, female, student)
“The best outfit, definitely some baggy jeans, a top and comfy boots.” – Gabriella Moses (21, Mixed race, female – working as a graphic designer)
“So I absolutely live for clothes. I live for fashion. I live for dressing up and going to work every day. My style is very unique. You will notice me from afar. I love vintage and thrift a lot. I really love old-school vibes, old-school material and cuts. I’m a very sustainable shopper.” – Balekane (28, Black, female working as a digital marketer)
What does the research/experts say:
Instant access to global fashion shows and endless content on TikTok signify countless sources and resources for fashion inspiration, making it difficult to pin down one style to represent this generation.
Precipitated by the work-from-home culture during the pandemic, there are indicators that we are trending towards more casual, relaxed dressing.
In September 2023, consumer research revealed that about 30% of 18 to 34-year-olds in the UK do not own an iron and “never iron their clothes“, as reported by The Guardian.
The traditional men’s suit was removed from the 700 representative goods and services selected to measure the UK’s cost of living in March 2022.
Young Chinese have embraced wearing the ‘gross outfits to work’ trend. Tens of thousands of young Chinese workers are proud of posting pictures of themselves showing up at the office in onesies, sweatpants and sandals with socks. The adage “dress for the job you want” presupposes that young people can afford to dress above their pay grade to get ahead, which is not generally the case with a better part of young people today. This countercultural trend is a revolt against dull work or jobs with unfair working conditions. It has sparked a broader discussion about why young people are unwilling to dress up for work nowadays.
According to a September 2023 survey conducted by Gallup, 41% of workers in the U.S. wear business casual, 31% casual street clothes and 23% uniforms. Only 3% wear formalwear.
This shift towards a more casual dress code does come with some challenges. Young men, especially, are struggling to decide what to wear to work and enlisting the help of stylists. “I think that it’s created a more alluring workplace for some but, for others, it’s created stress around how to get dressed. Wearing a suit is a uniform of sorts and without that uniform, there is a lot of confusion on what to wear,” says wardrobe stylist, Jessica Cadmus.
What can businesses and policymakers do about this?
A preference for casual wear suggests a desire for comfort. This change is challenging in a workplace context as many young people struggle to transition from casual to business casual when they start working. It represents an opportunity for media, stylists and fashion brands to guide young people through this.
Coming out of the pandemic, with many employers calling workers back to the office, this represents an ideal time to examine dress codes. Gen Z employees see unpretentious attire as an office perk. “In order to attract younger workers into the workforce, companies compete by offering certain perks like being able to dress in a more relaxed way,” says New York City-based image consultant Joseph Rosenfeld. Employers could also invite image consultants and fashion designers to educate young people on ways to achieve business-casual professionally. They should proceed with caution when prohibiting items of cultural significance because this could lead to a public outcry and reputational damage.
Public service workers, too, should be allowed to dress comfortably while at work. Safety against extreme heat, for example, should also be considered when prescribing workwear. There should be clearly defined laws that guide companies on anti-discrimination regarding dress. Policymakers should support the local fashion industry to bolster this sector. This move will dissuade the prevalence of fast fashion and enable young people to carve their own South African dress sense instead of borrowing the office attire of the Western world.
By Flux Trends
The data and quotes mentioned above refer to a project that we are in the midst of, in conjunction with Student Village called “The 30/30/30 Project” whereby we collected insights from 30 South Africans, under the age of 30, 30 years into our new democracy.
WHERE TO FROM HERE?
Use these and many more insights from the 30/30/30 Project Report to BUILD your team, by booking a Bridgebuilder™ Workshop.
Close the generation gap and dive into the future of work and how to manage it.
There is a 15% discount for booking this workshop for September 2024.
Contact Bethea Clayton at connected@fluxtrends.co.za or +27764539405, to claim your discount!
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Image credit: Matthew Henry
