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Denim to be consumers’ new work attire: Survey


A new survey by Kontoor Brands predicts denim will grow to be consumers’ new work uniform. As reported in the Sourcing Journal the survey says, the pandemic introduced a new level of casualness in work attire that almost borders on sleepwear. The instantaneous and unprecedented demand for comfortable at-home fashion drove brands to pivot their production to nap dresses, joggers, house shoes and wireless bras.

However, the industry is likely to gradually shift back to pre-pandemic fashion that would combine professionalism with comforts, adds the survey conducted by KRC Research. Around 85 per cent of the 1,006 surveyed adults expect their office to have a business-casual dress code in future. Almost 36 per cent plan to wear dress pants or dress skirts when they return to the office. Another 15 per cent respondents expect to wear sweatpants and joggers to work.

Nearly four in 10 workers surveyed said they expect to wear jeans to office, and 82 per cent indicated they plan to buy new jeans in the next 12 months. Jeans are also viewed as an essential off-duty item. As per the survey, 73 per cent said they’re likely to wear jeans for a night out with friends, while 63 per cent plan to wear jeans on dates. A surprising 31 per cent said they even plan to wear jeans to more formal events like weddings.

Overall 84 per cent respondents to the Kontoor said, they plan to refresh their wardrobes in coming weeks with plans to spend $445 on new clothes. The survey echoes the National Retail Federation’s (NRF) new outlook for the year that projects retail sales will grow between 10.5 per cent and 13.5 per cent—the fastest growth the US has seen since 1984—thanks in part to the vaccination distribution putting millions back to work.