Compared with the benchmark of these retailers' non-workwear assortments, you have 27% on discount, with an average discount of 12%. The percentage of workwear on discount is 17% and the average discount off is only 5%.
#SEARS RED KAP SHIRTS FULL#
So what about the pricing and discounting in this category? Is it stable or also subject to the full barrage of promotional discounting that their stockists generally practice? Well, an interesting story emerges when you examine a key set of workwear brands including Dickies, Carhartt, Wolverine, Timberland, and Red Kap across key department store accounts in the US. In fact we’ve seen new product introductions back in August 2016 at 1% of total assortments, and fast-forwarding to today, it’s 7%. Did you also guess Asos and Urban Outfitters? As the workwear trend has seeped into the millennial wardrobe, so have the retailers who cater to those shoppers reacted accordingly. So if you had to guess, where would you say workwear brands like Carhartt and Champion are stocked? If you thought Sears, JCPenney, Walmart, or Cabela’s, you would be right. And that suggestion is very telling indeed. Nonetheless, when I searched Dickies yesterday, it suggested I might be looking for streetwear brand Supreme. (I’d really love to get my grandfather’s take on those zip-around Levi’s-Vetements jeans.) And Vetements, whose designer Demna Gvasalia, has always had an affinity for the iconic fashion brands of yesterday, has collaborated on workwear-inspired collections with Levi’s, Champion, and Alpha Industries. Heard of the Department of Sanitation New York? Yes, the same ones who make sure our fair city smells a little less like a sewage swamp in summer, collaborated last year with designer Heron Preston for a collection of workwear that had pieces costing upwards of $1,000 a pop. But it also trickled down to fashion through ‘upgrades,’ aka some pretty ridiculous designer collaborations. Now is this ringing a bell? And there’s serious dough to be earned in the workwear business the global market is currently sized at roughly $30B annually.īut how did it go from construction site to Brooklyn streets? Aside from office work dress codes becoming much more casual, as GQ suggests, it was through the style itself being practical and affordable which led to fashion influencers bringing these brands into their day-to-day wardrobes. Those that have long dominated this space include Dickies, Carhartt, Timberland, Red Kap, Wolverine, Levi’s, and Wrangler. It’s not a category always clearly called out on retailer’s websites, but nevertheless, the space is chock full of brands that, for those who have been wearing it all along, are very well known. (For the purposes of this piece we’re focusing on men’s performance workwear.) Not to be forgotten, the price point of workwear must be equitable to the hard-working class wallet. And it can also include things like medical scrubs and food service uniforms as well. But what exactly is workwear? It's laborer’s gear, designed for durability, comfort, and safety. What could be more fashionable than coveralls, lumberjack shirts, and steel-toed work boots? Take a walk down Hipsterville Street, Anywhere in the World, and you will find that workwear is the fashion look of choice. You Know You’re Cool When Vetements Wants To Collab
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