Innovative Development of Fashion Business Attire for Office Ladies in Hong Kong - Stage 2 by Alicia Chan

S TAG E 2

Innovative Development of Fashion Business Attire for Office Ladies in Hong Kong

A project aims to ask the office ladies to wear more appropriately at work and provide a solution to soften the problem existing in the business attire market.

Fig. 1. Vintage Classic Striped Tommy Oxford w(2020)

CONTENT

Fig. 2. Silk Blouse (2020)

Cover

-------------------------- 01

Declaration Form

------------------- 02 - 03

Content

------------------- 04 - 05

Introduction

------------------- 06 - 07

Research aims and Purpose

------------------- 08 - 09

Literature Review

-------------------- 10 - 29

Conclusion of Literature and Research Gap

-------------------- 30 - 31

Methodology

-------------------- 32 - 33

Key Finding

-------------------- 34 - 47

SWOT on Business Attire Market

------------------- 48 - 49

Limitation and Future Direction

------------------------- 50

Conclusion

-------------------------- 51

Reference

------------------- 52 - 53

Bibliography

------------------- 54 - 57

Appendix

------------------- 62 - 73

I N T RO D U C T I O N

Business Attire is one of the important elements to present a professional image. Traditionally, professionals such as solicitors, executive officers and bankers need to dress up to shape their professional image through attire (Lang, 1986). Flexible business attire is a common and global trend. Companies are offering more options to employees because of several reasons, such as job nature and the implication of business attire. Moreover, the working environment is changing. According to Cole, Oliver and Blaviesciunaite (2014), "leisure' and "work" are becoming blur because of advanced technology, more flexibilities and freedoms, and the changing office environment. It pointed out that the workplace is not traditional anymore (Cole and Blaviesciunaite, 2014).

Also, the boundary of the dress code in the office is becoming blur. People stated to confuse with casual attire dress code, especially the professional positions from corporate (Peluchette, Karl and Rust, 2006). The casual wear dress code was becoming popular (Biecher, Keaton and Pollman, 1999). Furthermore, the employee starts to abound formal attire because of the appearance of "Casual Friday" in 1995 (Kurowski, 1998). However, this fact leads to a potential issue in the business attire market, especially for the fashion brand which mainly focuses on the business attire market seems to be ditched such as G2000, Massimo Dutti and Theory.

Fig. 3. Pinterest: duetic (n.d.)

Overall, the demands of business attire declined. Sales of formalwear decrease every year. The analysts addressed the sales of formal wear, including suits, ties and down at least 6% each year by year (Godwin, 2019). M&S starts to cutback the formalwear as decreased sales (Bulter, 2019). On the other hand, due to the issue of global warming, the Hong Kong government promoted the dress down policy in 2007. Several of those companies started to follow. For instance, banks in Hong Kong allow their employee to dress down when they do not need to meet clients. (SCMP, 2006; HKSAR, 2007). Nowadays, people dress more casually to work. The dress code of formal business attire has already abandoned because of different situations and the needs of employees (Friedman and Macheshwari, 2020). Each career has distinct company background and norms which may impact the needs of business attire (Karl, Hall and Peluchette, 2013). Karl, Hall and Peluchette (2013) pointed out that the professionals who have conservative clients still need to present the professional image at work. Business attire should be more important to these professionals, and they would be the main target in this study, such as people who work in the law firm and bank.

Fig. 4. Fall 2020 Ready-To-Wear - Theory Look 29/31 (2020)

R E S E A RC H A I M S AND PURPOSE

Fig. 5. We heart it: thevanishingocean (2018)

Companies offered flexible dress code because it increases employee satisfaction, boosts employee morale with higher productivity to work (Karl, Hall and Peluchette, 2013). The dress code of business attire is getting more flexible; can people dress what they want to work within the flexible dress code? There are fast-fashion retailers such as Zara and H&M offers a variety of fashionable items, including business attire apparel. They could replace the brand that focuses on business attire apparel such as G2000 and Giordano Ladies, which is a potential problem in the business attire market. How does the market adopt these new changes?

Within this transformation, this study aims to research this market and propose an innovative marketing approach that targets the office ladies in Hong Kong. To implement the approach in the business attire market, adapt the changes would be based on customer needs and perspective. It would first revisit the implication and value of business attire. Comprehensively understand the preferences of the customer on business attire, then provide suggestions for the fashion retailers. Aforementioned, this project aims to ask the employee to wear more appropriately to work and provide a solution to soften the problem existing in the business attire market. It is important to research on the background, symbolic meaning, implications and customer preference on business attire.

Fig. 6. Pinterest: z story fan (n.d.)

L I T E R AT U R E R E V I E W

As to further understand the business attire market, the academic literature review divided into three parts. 1)The background of Business Attire; 2) Three categories of business attire; 3) Implication on Business Attire; and the 4) Customer preference while consuming fashion products.

1)The Background of Business Attire

According to the culture and characteristics of the company, business attire is one of the element to shape the company norms and values. The business attire starts from suit, and it is the most traditional business attire.

Fig. 7. Grey (2020)

1.1 Background of Business Attire Suits have several origins (Alford, 2004), including America, England, French and Italy. The most significant transformation of the suit is from England. The “Three-piece suit” (see fig. 8.) introduced by Charles II first in the 1660s for royal courts. The “Three-piece suit” includes a coat, vest and breeches which called the male suit that appeared at the court of Versailles. Then, the formal male suit became the uniform of the European elite and it got popular. Then became the civil uniform and bourgeois fashion in England (Kuchta, 2002; Motta, and Biagini, 2017).

At the beginning of the 18th century, there were frock coat (see fig. 9.) which was everyday informal wear and morning coat (see fig. 10.) in formal dressing (Cottenden, 2019:241). In the 19th century, there was a Lounge Suit (see fig. 11.)for leisure purpose. Different type of suit has a different purpose. Afterwards, men started tailoring suits for everyday wear, and they wore the Standard Suit (see fig. 12.) in any public places (Cottenden, 2019:241). By the period of 1940 to 1960, suits became the workingclass attire and the social norm with mass production (Barry, and Weiner, 2019).

Fig. 8. Thomas Hewart after Hendrik Danckerts, John Rose, the Royal Gardener, Presenting a Pineapple to King Charles II, c. 1676, oil on canvas : 113 × 120 cm. (2015)

Fig. 9. "This gentleman wears a top hat, frock coat, and gray-striped trousers with front crease and cuffs. Stiff wing collars were the correct choice for frock coats, but gentlemen could choose between cravats or bow ties. (1909)" (n.d.)

Fig. 10. Gentlemen at Royal Ascot in Morning Coats with Checked & Striped Trousers (n.d.)

Afterwards, Templeton (2013) addressed that the menswear fashion of American was impacted and began by the British men’s fashion, also the culture of American. As jacket (coat) and pants became everyday wear and were the working-class uniform (see fig. 13.) in England in these few decades (North, 2011; cited in Templeton, 2013).

Fig. 11 What is a Lounge Suit? (2018)

The traditional male designer, Brooks Brothers (see fig. 14., fig. 15.), were impacted by the traditional English menswear and adopted into American style, created a collection for flannel with the “Three-piece” and it became popular in America in the 19th century.

Fig. 12. Menswear (2012)

Fig. 13. Fashion Plate from Sartorial Arts Journal (1891)

Fig. 14. Brooks Brothers (2014)

Fig. 15. Brooks Brothers (2014)

1.2 From business formal to business casual and casual attire

Fig 16. COMMONWEALTH ARBITRATION COMMISSION PRESCRIBES EQUAL PAY FOR EQUAL WORK (1969)

During the late 19th century, women have higher education and started to work (Cooney, and Uhlenberg, 1991). People were getting less formal and loss, but the suit was still dayto-day wear. The path to success of working females (see fig. 16.) was told to wear like a male, suits on with short hair, everyone dress like the same. Although the business suit was still a required dress code for the working-class, the trend of casual suits led to more casual in late 1980 to early 1990s (Yoo, 2003).

For instance, because of the development of fashion brands such as Gap and Leviâ&#x20AC;&#x2122;s who produced jeans and khakis pants, there were dress codes in the office and changed to require khakis and jeans. The impression of suits treated as dull and old-fashion, started from the early 1990s (Goldstein, 2000).

Overall, the culture of business attire was mostly affected by America and leads us to three styles of business attire. Aforementioned, Biecher, Keaton and Pollman, (1999) addressed that casual dress was a trend in 1990. People dressed more glamorous and comfortable to work because business casual could bring both relaxation and professional look at the same time (Biecher, Keaton and Pollman, 1999; Ruetzler et al., 2012). The dress code of casual attire (see fig. 17.) was broad the early 1990s, including business casual such as a cotton shirt but not a sleeveless shirt or a tank top. Furthermore, there was “dress down Friday” which expanded the acceptance of casual attire (Marcketti and Farrell-Beck, 2008). People started to wear casually and comfortably every day, which became a trend.

For instance, various companies such as IBM and AT & T starts to soften their company dress code (Marcketti and Farrell-Beck, 2008). However, many people are confused about casual attire (Biecher, Keaton and Pollman, 1999; Gutierrez, and Freese,1999). The fashion retailers such as the Banana Republic and Brooks Brothers are providing ‘fashion instructor’, as the business attire were ambiguous between business formal, business casual, and casual attire (Marcketti and Farrell-Beck, 2008). According to the above research, it is clear that the process and changes of business attire during the past few decades in the fashion industry from royal suits to business attire at work.

Fig. 17 Office Space Timeline: Past, Present, and Future (2020)

2) Three categories of business attire

Business attire is part of role performance. Business Attire has a persuasive message to present information about their character as a professional (Rafaeli et al., 1997). One of the business attire purposes is to influence the employee working attitude and performance by setting the dress code of it (Peluchette and Karl, 2007). As indicated by Simmons (1996), dress aims to ask respect from others and ask to respect for their professions.

18Fig. 18 EXAMPLE-OF-WOMENS-BUSINESS-FORMAL-INTERVIEW-OUTFIT (2019)

Also, business attire could enhance social interactions with others and push themselves into role-execution (Rafaeli et al., 1997). Most literature stated business attire could be defined into three main categories which are business formal, business casual and casual attire (Peluchette and Karl, 2007; Franz and Norton, 2001; Ruetzler et al., 2012; Karl, Hall and Peluchette, 2013; Cardon and Okoro, 2009)

Fig. 19. The casket of Otto Warmbier is carried out from his funeral at Wyoming High School on June 22 in Wyoming, Ohio (2017)

The traditional business formal (see fig. 18.) attire is standard in business (Barry and Weiner, 2019). They are usually tight and look professional with collar, suits and tie, dressy outfits (for women), jackets, slacks, dress, leather shoes and loafers (Franz, and Norton, 2001; Indeed, 2020; Karl, Hall and Peluchette, 2013; Ruetzler et al., 2012).

Traditionally the professionals and services industry such as civil servant, financial and hospitality, would dress in business formal (Hernandez, 2001), which leads to an executive place (Twenge and Campbell, 2008). Nowadays, most of the solemn events such as funerals (see fig. 19.), wedding and some official occasions would dress formally to present respect (wenge and Campbell, 2008; Barry and Weiner, 2019);

Fig. 20. COURTESY (2015)

Fig. 21. What is Business Casual Attire? (2018)

Fig. 22. Casual (2020)

Including jeans, a t-shirt, sweatshirt, sneakers, tennis shoes, skirts, above knee and platform shows. (Franz and Norton, 2001; Indeed, 2020; Peluchette and Karl, 2007; Ruetzler et al., 2012; Hernandez, 2001). Companies who are younger with a creative background like Google would dress casual attire every day at work (Twenge and Campbell, 2008). Also, business attire would depend on the nature of the job. Compared to the three types of business attire, casual attire shown the least competent and authoritative (Karl, Hall and Peluchette, 2013). Over the years, as the various categories of a career with several cultural changes, the dress code is being ambiguous, and tend to wear casually. Traditional fashion retailers who focus on business attire would lose their market because the needs of business attire are changing.

Busin 20

Business casual (see fig. 21.) is in between business formal and casual attire, it is inappropriate to wear the weekend clothes (Kurowski, 1998). It is more casual and comfortable than business formal attire but still looks professional, smart casual is part of the business casual. It includes a collar and button-down suit without a tie and may base on the current fashion trend (like smart casual), for instance, polo shirt (for men), khakis pants, dress pants, skirt without a jacket, long-sleeves and short-sleeves blouses, turtlenecks, knitted short-sleeves with collar, leather flat shoes or low-heeled shoes (Franz and Norton, 2001). People who work for internal works in the office would wear business casual at work; Casual attire (see fig. 22.) has the most significant difference compared to business formal and business casual. Casual attire usually dressed during â&#x20AC;&#x153;Dress down Fridayâ&#x20AC;? and weekend, which is comfortable and may not look professional.

ness Formal

Business Casual

Smart Casual

Casual

Fig. 23. What is Business Attire? (2019)

3) Implication on Business Attire

Nowadays, â&#x20AC;&#x153;Dress for Successâ&#x20AC;? would be one of the hottest topics on blogs and beliefs from the public in business attire. A literature had shown the employee are likely to promote when they dressed more professional (Cardon, and Okoro, 2009). It is because better impressions would draw the employeesâ&#x20AC;&#x2122; colleagues, clients, and customer attention while the employee dresses well. Based on Biecher, Elisa; Biecher, Keaton and Pollman, 1999, clothing presents a significant symbol of who they are. It can reflect the image and value of a company (Biecher, Keaton and Pollman, 1999; Peluchette and Karl, 2007). Also, better decorum could present through the dressing. It would impact the professional authority and dignity at the same time (Cardon, and Okoro, 2009). It is recommended that the professional should dress more professionally to show their respect and ask people for respect (Simmons, 1996). Much of the analysis in the academic paper elaborated on the impact of business attire, which could briefly determine into two levels. The personal level includes self-perception, and the extrinsic level includes impressions from others. (Solomon and Schopler, 1982, Rafaeli et al., 1997, cited in Peluchette, Karl 2007; Peluchette, Karl and Rust, 2006; Karl, Hall and Peluchette, 2013)

Fig. 24 rosiehw (2019)

3.1 Self-perception

Fig. 25. Acielle (2020)

First, at a personal level, a study shown dress up the business attire could help the employee shape a positive impact at work. The study of Peluchette and Karl (2007) shown that business attire could impact self- perceptions. Dress appropriate to work could bring better achievement, atmosphere, affect individual attitudes and behaviour at the workplace. (Solomon and Schopler, 1982, cited in Karl, Hall, and Peluchette, 2013; Franz and Norton, 2001).

For instance, Kwon (1994a) founded that dress more appropriate to work could make the employee feel more answerable, professional, competent, reliable, more efficient etc. (Kwon, 1994, cited in Karl, Hall and Peluchette, 2013.). Moreover, Karl, Hall and Peluchette (2013) addressed that when an employee dressed up to work, they are more confident and value their impression from others. As a result, Cardon and Okoro suggested that dress more professional at work could increase promotion opportunities.

3.2 Impression from others Second, the extrinsic level includes the perspective of others, such as company image and the impression of colleagues. Additionally, Peluchette and Karl (2007) proposed that business attire could have a significant impact on both employee and employers while the business attire dress code fit the company background. Appropriate business attire could build up a strong power on influence because it values the impression from others (Karl, Hall and Peluchette, 2013), especially for the jobs that need to meet clients with better service quality. It is important to give an excellent impression to the customer on business attire. Also, the employee would feel more productive (Karl, Hall and Peluchette, 2013). Each of the categories has an impact on presenting themselves. For instance, business casual and casual attire could bring friendly impressions to others which can help to boost the communications connections during different status and level (Rafaeli, Duton, Harquail & MackieLewis, 1997, Rucker, Anderson, & Kangas, 1999, cited in Karl, Hall and Peluchette, 2013). Also, it could present their aesthetic taste and increase their physical attractiveness (Solomon, and Douglas, 1987). Casual attire in a company could bring more creativity and relaxation to reduce the boundary between senior and junior employees (Franz and Norton, 2001). Casual attire brings a negative impact on the perception of the quality of service (Karl, Hall and Peluchette, 2013).

Fig. 26. Designer Outlet (n.d.)

It presents respect to the job and asks others respect for the professionals (Simmons, 1996). Each type of business attire has a unique impact at work against various job requirements. The employee who values their business attire are more competent at work (Peluchette, Karl and Rust, 2006).

Fig. 27. Pinterest: Aritzia (n.d.)

After all, numerous studies pointed out the importance and value of business attire. Business attire is not only about something wearing to work. It is part of self-monitoring with discipline. It can boost and affect the working behaviour of the employee, care about their job and works efficiently (Karl, Hall and Peluchette, 2013).

4) Customer preference while consuming fashion products

There are changes in business attire in the past few decades, including company dress code, culture and customer preferences on business attire. However, the implication and value of business attire remain the same. It presents their image and shows respect for the job. For instance, according to Ericksen and Sirgy (1992), employed women would choose the product could matches the ideal self-image., which has the same ideal and actual image with themselves. Therefore, the works of literature on customer preference have been found, and it would be the idea of the market needs and comments on business attire.

Fig. 28. Pinterest: COS (n.d.)

4.1 Role of the wearer impact clothing preference Based on different company dress code, the consumer has a variety of preference for business attire. Their preference would be based on their role variables, role-experience and role confidence. According to Solomon and Douglas (1987), clothing is one of the most powerful products to show their status. It could present the value and confidence of the wearer. Also, clothes and fashion elements such as styles, colour, and presentation of clothes are playing the main role of female self-concept (Van Staden and Creekmore, 1973; cited in Solomon and Douglas, 1987). People who aim for consumption experience is defined by selfexpressive or hedonic orientation, presenting themselves and their social roles. They would concern services more than price and the efficiency of the product, particularly for executive women at work (VilnaiYavetz and Gilboa, 2016; Solomon and Douglas, 1987). They would concern about the added value of the products such as services. (Solomon, and Douglas, 1987). It is opposite to the traditional value in the business working society such as uniformity.

Fig. 29. Tombor, Z. (2018)

4.2 Customer preference while consuming fashion products

Fig. 30. Tveite, H. (2017)

According to Holmlund, Hagman and Polsa (2010), women consider they are more innovative in fashion compared to men. (Goldsmith et al., 1999 and Oâ&#x20AC;&#x2122;Cass, 2004; cited in Holmlund, Hagman and Polsa, 2011) Mature women accept new changes in fashion, and they would wear fashionable items (Hagman and Polsa, 2011). They would consider the fit, quality of used materials, service, if it is fashionable, style and design when they consume the item. For instance, they want to be subtle and not striking. Also, look slim and thin, style with favourable details which do not look flat and dull. Moreover, comfortable and long-lasting designs would be a preference for choosing the item. Price would not be the first concern, but service is an important part to affect their buying decision. Hagman and Polsa (2011) suggested providing more information about the elements of the design, show it could mix and match the trends and themes to introduce the collection and increase the relationship between customer and retailer. For example, provide home delivery and styling advice on sizes and colours during their buying process. Fig. 31. MULTI-FUNCTIONAL PHONE POUCH (2020)

Fig. 32. Pinterest: z story fan (n.d.)

Overall, there is plenty of preference from the above consumer research. The needs in the market are different because their occupation would affect their preference for clothes. There is lack of literature studied about employee preference in business attire. It is hard to define their preference, but one identical outcome was founded. Although they concern about the quality or physical elements of the clothes, they mostly prefer better services and advice on styling suggestions.

CO N C L U S I O N O F L I T E R AT U R E A N D R E S E A RC H GAP

Different literatures gave clear information on the process, changes, culture, value, implications and consumer preference on business attire. Although business attire is getting more causal recently, none of the literature research on the problem business attire market is facing. There is lack of literature focused on the aspect of customer behaviour, especially for the employee while choosing the business attire. The employee who values their job presents their respectful to the job (Simmons, 1996) with a positive impact on workplace outcome (Peluchette, Karl and Rust, 2006) and show they are already wellprepared to the job. It has no negative impact. Aforementioned, to implement the business attire market to adapt the changes to the market, this market first needs to understand the impact and preference of people wearing business attire at work. Therefore, the primary research aims to find out the problem existing in the business attire market by focusing on customer behaviour on business attire. Fig. 33. Transitional (2018)

Fig. 34. Transitional (2018)

For instance, this study will include questions such as: Do consumers understand the value of business attire? Do they prefer to dress more formally or not? Can the business attire market now fulfil their needs? Why? Any difficulties while choosing business attire to work? Also, it would bring an outcome to answer the question of improving the business attire market by attracting the employee to come back to shop the business attire market again. Based on these questions, a questionnaire and an interview would be conducted to the understanding of customer behaviour and value on business attire. Through the interview, it should provide the findings of the problem which appearances in the business attire market.

M E T H O D O LO GY

The primary research executed in both qualitative and quantitative methods, which could strengthen non-overlapping areas in one research and help narrow down the research direction (DiCicco-Bloom and Crabtree, 2006). The research questions between the questionnaire and interview are different. The interview helps to in-depth research on their preference and consciously questioning them about this topic. Aforementioned, both of the questionnaire and interviews are focus on office ladies only who works in the professional field.

Fig. 35. Pinterest: Style Babe Moments (n.d.)

Fig. 36. Pinterest: Paradox (n.d.)

First, this questionnaire was conducted online. This quantitative research sets the hypothesis according to the research from primary (Sadan, 2014). It divided into three main parts, including their consent, personal and job information, their value and preference on business attire. 35 samples have been sent and 30 were collected. In this questionnaire, 27 statements to scale because the scale can measure the attitudes of the respondents (Harris, 1995). Moreover, 9 multiple choices of questions to understand their shopping behaviour on business attire. After the stage of quantitative research, qualitative research was conducted with 10 peoples, all of them are women working in the office and three of them are from Human Resources. All the interviews operated through phone interviews. A semi-structured interview was chosen to focus on in-depth and detailed information (DiCicco-Bloom and Crabtree, 2006). It encourages the interviewee to express more about their opinion. Each interview questions last from 20 minutes to 45 minutes. The interview sets a list of questions related to their difficulties while choosing business attire to work, their views, the dressing policy. Before starting the interview, the research background was explained to the interviewee. Part of the interview subtitle has been shown below for analysis.

Fig. 37. Pinterest: Paradox (n.d.)

Fig. 38. Batwing Sleeve Shirt (n.d.)

KEY FINDINGS

In the online questionnaire, the value of business attire to the office ladies who works under the banking and finance (30%), Law Firm (16.7%) and service industry (16.7%). Only 10% of the interviewee are junior staff, the rest of them are senior staff (40%) or above, who are manager (26.7%), administrator (16.7%), director (3.3%) and vice president (3.3%). There are 86.7% of people wear business casual to work usually, but none of these people wears business formal to work.

Fig. 39. Dress to impress (2020) Fig. 40. Dress to impress (2020) Fig. 41. Dress to impress your professional image (2020) Fig. 42. Business Attire can bring positive impact (2020)

Customer Value on Business Attire

Key findings (Statistics)

-“Dress to impress professional image” most support (66.7%) (see fig 39, 40, 41) - Least support “Dress to impress boss and colleagues” are senior or above, work more than 3 years - 46.7% agreed business attire could bring a positive impact on working attitude e.g confident, self-monitoring (see fig 42) - This group has a more extensive working experience (from 3 years to 30 years) within the organisation.

Analysis

- They understand and value business attire, present their image - Higher job level no need to impress boss or colleagues, familiar with the company, has a good relationship with their boss and colleagues - Junior employee with less experience, show more respect to the company - Better perceptions on business attire, royal to the same organization

Conclusion / Business Idea

- Feel positive in business attire - Satisfied with the dress code - Dress to impress the professional image in any job level - Dressed professionally does not mean to dress formally - Employee respect their job, tend to ask people to respect their professionals

Fig. 44. “I prefer dress more formal at work” (2020) Fig. 45. “We need to dress more formal at work because it presents respect to the job.”s (2020) Fig. 46 “Our company has a lot of formal meeting.” (2020) Fig. 47. “I choose my business attire to work depends on the comfortable level.” (2020) Fig. 48. “I choose my business attire to work base on activities after work.” (2020) Fig. 49. Good relationship with boss and colleagues (2020) Fig. 50 I think the business attire is... (2020)

Fig. 43 Lookbook (n.d.)

Fig. 51 â&#x20AC;&#x153;There are enough style in business attire market.â&#x20AC;? (2020)

Key findings (Statistics)

Analysis

Conclusion / Business Idea

Fig. 52 Linen blazer (2020)

Customer Behaviour on Business Attire - Stay neutral to dress more formal to work (36.7%) (See fig 44.) - Understand dress more formal to present their respect to the job (See fig. 45) - Nobody strongly disagrees with dressing formally - only 40% stay neutral if they have much formal meeting (See fig 46.) - disagree with this statement: not working in Central and western distract, wear casual attire at work - Choose Business Attire to work base on: - Comfortable level (60% agreed) (See fig 46.) - Activities after work (50% agreed) (See fig 48.), who wear casual attire to work - All people have a good relationship with their colleagues (60% agreed) and boss (50% agreed) (See fig 49.) - Wear less formal to work, not have much formal meeting - Willing to dress formally to work if needed - Dress depends on their working nature - Working may impact their business attire decision - wear both business casual and casual attire would have a good relationship with their colleagues

- Business Attire has to be comfortable - Business district may affect their wearing behaviour

Fig. 53 â&#x20AC;&#x153;What is your motivation while consuming Business Attireâ&#x20AC;? (2020)

33.3% 10% 13.3%

26.7% 16.7%

40%

20%

10% 26.7%

3.3%

3.3% 3.3%

20% 13.3%

3.3% 3.3%

20% 33.3%

36.7%

6.7% 16.7%

30% 10%

Fig. 54 Consumer priority and Place to purchase Business Attire (2020)

Fig. 55 Pleated jumpsuit (2020)

Customer Preference Key findings (Statistics)

- The market offered both comfortable (46.7% agree), easy to mix and match items (53.3% agreed) and trendy items (53.3% agreed) (See fig. 51, 53) - 43.3% stay neutral with enough style existing in the market (See fig. 51) - The motivation of consuming: first - brand and services (66.7%), second - price (63.3%) (See fig. 51) - First consuming priority - easy to mix and match (33.3%) (See fig. 53) - Least consuming priority - needs of the products (40%) (See fig. 53) - Usually purchase at fast fashion (33.3%), variety of choices (36.7%) and reasonable price (30%) (See fig. 54)

Analysis

- There are comfortable, easy to mix and match items and trendy items but it cannot fulfil the needs of consumer - “Needs” the product is not their motivation for purchasing - “Brand and Service” - most important but they tend to shop at shops without service (Fast fashion, many styles (36.7%) with reasonable price (30%)

Conclusion / Business Idea

- Provide advice on mix and match could increase the market sales - Possible that the offered business attire in the market is hard to mix and match - Possible that they already have what they need in their wardrobe but do not know how to wear

All in all, consumer value business attire is important, they care about their working image, and it could bring a positive impact to work. They do not mind if they have to dress more formally to work. It is believed that the consumer prefers more mix and match and fashionable advice with services, which could bring them to dress more appropriate to work. This will lead the consumer to consume in the business attire market because it provides professional advice which fits their consuming preferences. This questionnaire only showed their value and preference in business attire but not fully understand their difficulties while consuming business attire. Therefore, interviews were conducted to see if there are any difficulties while consuming it. Also, understand their company culture, company dress code, the needs and reason they value it. In the interview, one of the respondentsâ&#x20AC;&#x2122; companies dress code is formal wear but still usually wear business casual to work. Two of the respondents wear casual attire to work, and the rest of the respondents wear business casual to work. Three of them are from the Human Resources department. All of them work in the office. 42

Fig. 56 urbnite (n.d.)

Human Resources department - Bonnie Wong Company Background

International Bank (From Japan), Bank and Finance

Dress code:

Business Casual

Special requirement:

- No jeans even on Casual Friday - “Casual Friday” - No flip flop, open toe shoes, miniskirt

“ The employee usually dress appropriately from Monday to Thursday. There are smart casual Friday, and it is hard to control. For instance, the company requests the full-length pants on casual days, but part of them would not follow. We will not check their dress code, but the boss would complain about this to us, especially when there are meeting with clients and the employee dressed not appropriate. Senior staff would understand and have discipline on how to dress. Human Resources department - Lillian Hung Company Background:

From America, entertainment field

Dress code:

Casual (Flexible)

Special requirement:

- Look smart, fashionable and tidy - Need to wear more formal during formal meeting - Never formal - Jeans is acceptable, depends on the job nature

“We are in entertainment field. Our office states at business area in Hong Kong. It makes the employee value their business attire and would not dress too casual at work, they usually wear business casual. We would warn the employee when they are over casual (such as short jeans to work).” - Lillian Hung

Fig. 57 Pinterest: The Dreslyn (n.d.)

Human Resources department and management Bowie Ho Company Background:

Service Industry

Dress code:

Business Casual

Special requirement:

- No “Casual Friday” - Fashionable but formal - No T-shirt and Jeans

“Suit is too formal for us because it does not fit our industry culture. We request the employee to dress up fashionable, when they do not know how to dress, always dress more formal. It is important that the employee outfit can give a nice impression to the client. It can enhance our professional image and the clients will easily have faith in our company. The boss always complain about their outfit is too casual. ” Bowie Ho, Service Industry In the interview, three of them are from the human resources department. The dress code is depending on the company culture and the nature of the job. Dressing unwell would affect how the boss seen their working attitude. It is shown that business attire is important and would impact others' impressions from outlook to working attitude. The inappropriate dress usually happened on junior staff. It presents their role-experience and role-execution would affect their choice on business attire. It is appropriate to wear more formal but not business formal or too casual to work. Not much of the company has “Casual Friday”, even it does, the dress code is not that casual. The working district may affect their business attire to work. People may value working performance more important than the outfit. In fact, the outfit is part of the job and is performing the professional. People should show their respect and wear properly.

Fig. 58 tierdropp (n.d.)

Apart from that, all of the customer value and business value are important because there are five working days with long working hours, and it wears more frequently than casual wear. Most of the people do not wear formal business to work every day. Part of them still need to wear appropriate if there are special occasions at work. It showed there is a need for business formal and business casual.

Fig. 59 Ballet stretch-jersey bodysuit (2020)

Consumer Comments: “ I usually wear business casual to work and we do not have “Casual Friday”. No jeans are allowed and we have to look professional, especially in any public events. I prefer to consume at the “easy to mix and match” suit or one-piece dress if needed. ” - Conny Chow, Civil servant “ Our company dress code is formal but it is allow to dress business casual at work. It depends on if the boss acceptable. I do not wear suit very frequently, sometimes there are formal meeting and we have to wear suit. For example, if our clients are blue-collars, we used to dress suit to show our respect to them. If our clients is chef, we have to dress more casual otherwise would scared the client. It is true that we seldom wear formal suit but suit is necessary for me and it cannot disappear in the market.” - Windy Lo, Insurance “ It could present the image to my colleagues and boss. My boss would have confidence in me while I dress up. And I have a better working attitude during dress more formally. When I dress more formal, I would feel more motivated, confident to work and well-prepared. Although 70% of my colleagues wear business casual because we are the back office, I choose to wear business casual to respect the job and my boss.” - Lesley Ho, Online Banking All of them think their business attire is easy to wash nowadays. They probably will not spend extra time and money to do maintenance for it. Although the market offered trendy style to the consumer, they think there are not enough style.

Consumer Preference and Comments on Current Business Attire Market “ I always consume something I never used before and thought it does not look good on me, but I do not want to resell them. Or something I bought which does not fit me but I do not want to return it because it is beautiful.” - Connie Chow, Civil servant “ … I shopped many clothes because I want to change the style and look different every day. Although the fast-fashion store has covered many styles from casual apparel to business attire, they look similar style and I am not into it.” - Lillian Hung, HR department “ … It is hard to find something look good on me, which is my most serious difficulties while consuming business attire. And I think fashion … they all look the same.” - Billie Au, Law Firm “ … It is hard to consume new business attire when the trend does not fit what I want.” - Jacqueline Chow, Business and Management “ The clothes are tight sometimes, and it makes me feel uncomfortable. Also, it is hard to find the style that I want because I want something modern with a few layers. I love to wear unique design. Once I found a suitable design, then it is too expensive for me. ” Alfee Ho, Law Firm Fig. 60 Na Nin Stella Raw Silk Long Sleeve / Second Edition / Available in Cream & Black (2020)

STRENGTHS - Consumer understand the value of business attire - Part of them notice business attire presents their respect - Only positive impact on business attire - Customer wants to present their professional image to work

Fig. 61 Na Nin Gloria Cotton Poplin Blouse (2020)

SWOT O N B U S I N E S S AT T I R E MARKET

OPPORTUNITIES

WEAKNESS

THREATS

- They value brand and service - A need to wear more formal to work (depends on occasion) - Could offer more service and styling advice, attract them to this market - Company value business attire important - Customer hard to find things fit for them, continue to buy something new - Customer bought something they never used - What the market offered are hard to mix and match

- Do not have much formal meeting - The formal business attire demand decrease - Younger consumer think their working performance more important than business attire

- Fast-Fashion brands offer business attire apparel - Casual attire trend remains in the market - The customer always look for something new, continue to shop at fast fashion brand

L I M I TAT I O N AND FUTURE D I R EC T I O N

Although business formal is not as popular as before, there is a need for business attire. It is believed that the market provided lack of service in business attire, and it has insufficient data to prove it. The main difficulty is hard to find the style fits them has been found. It is possible to continue to investigate customer opinion of the service provided in the business attire market. The marketing plan would focus on helping the business attire industry to boost their sales by providing additional services and professional styling advice.

Fig. 62 kendraalexandra (n.d.)

CO N C L U S I O N

Fig. 63 Death By Elocution (n.d.)

To sum up, business attire could bring significant impact include representing their respect to the job, impress others and with positive self - perception. The employee tends to dress more casual can be divided into two main aspects. In the external aspect, business casual can be more relax and bring a professional image with a better impression for both the boss and clients. In the internal aspect, although consumer finds more trendy, easy to mix and match clothes nowadays, there is lack of service on the business attire market. It provides an unsatisfactory customer experience to consumers, boosts sales and attracts the consumer to go back to the business attire market. It is suggested that the market should provide a unique customer experience, services, fashionable advice and work on customer relationship management. Ask the market to promote differently to present formal are not dull but more professional. Advice the consumer to wear more appropriate, the employee could present their image and wear comfortably to work, increase better working performance to show their respect to the job. The consumer would more interest in wear more formally to work. Moreover, it would help the business attire market to adopt market needs. 51

REFERENCE

(Lang, The Clearing House, 1986, Vol.59, p.277-279) (Cole, Oliver and Blaviesciunaite , 2014, facilities, Vol. 32, pp.786-800) (Peluchette, Karl and Rust, 2006, Journal of Business and Psychology, Vol. 21, pp. 45-63) (Biecher, Keaton and Pollman, 1999, S.A.M. Advanced Management Journal, Vol.64, p.17) (Kurowski, Tribune Business Weekly, 1998, Vol. 9, pp. 1) (Godwin, The Guardian, 20/10/19, online, Accessed on 8 MAR 2020) (Bulter, The Guardian, 5/10/2019, online, Accessed on 4 MAR 2020) (SCMP, 1/8/2006, online, Accessed on 13 MAR 2020) (HKSAR, 2007, Government promote to dress down at work, Accessed on 13 MAR 2020) (Friedman and Macheshwari, The New York Times, 17/3/2020, online, Accessed on 17 MAR 2020) (Karl, Hall and Peluchette, 2013, Public Personnel Management, Vol.42, p. 453-457) (Peluchette and Karl, 2007, Human Resource Development Quarterly, Vol.18 pp.345-360) (Alford, 2004, Fashion Theory, Vol.8, pp. 225-236) (Kuchta, 2002 pp. 77-90) (Motta, and Biagini, 2017, pp. 38-64) (Cottenden, 2019 pp. 240-242) (Barry, and Weiner, 2019. Men and Masculinities, Vol.22, pp.151-176) (Templeton, 2013, Paper 1 pp. 1-49) (Cooney, and Uhlenberg, 1991, Journal of Family Issues, Vol. 12, pp.69-90) (Yoo, 2003, Clothing and Textiles Research Journal, Vol. 21, pp.49-62) (Goldstein, TIME, 1/5/2000, online, Accessed on 15 MAR 2020) (Ruetzler et al., 2012, International Journal of Hospitality Management, Vol. 31, pp. 937-943) (Marcketti and Farrell-Beck, 2008, Dress, Vol. 35, pp.47-67) (Gutierrez, and Freese, 1999 The CPA Journal Vol 69, pp.32-37) (Rafaeli et al., 1997, Academy of Management Journal, Vol. 40, pp.9-45) (Simmons, 1996. The clearing house, Vol. 69, pp.297-298) (Franz and Norton, 2001, Applied HRM Research Vol 6, pp. 79-94) (Cardon, and Okoro, 2009, Business Communication Quarterly, Vol.72, pp. 355-360) (Barry and Weiner, 2019, Men and Masculinities, Vol. 22, pp.151-176) (Indeed, â&#x20AC;&#x2DC;Business Casual vs. Business Professional Dress Codes in the Officeâ&#x20AC;&#x2122;, online, Accessed: 9/3/20) (Hernandez, 2001, John M. Pfau Library, pp. 1-84) (Twenge and Campbell, 2008, Journal of Managerial Psychology, Vol. 72, pp.862-877) (Solomon and Schopler, 1982, Vol. 8, pp.508-514) (Solomon, and Douglas, 1987, Psychology & Marketing, Vol. 4, pp.189-212) (Ericksen and Sirgy, 1992, Journal of applied social psychology, Vol. 22, pp.408-422) (Vilnai-Yavetz and Gilboa, 2016, Services Marketing Quarterly, Vol. 37, pp.141-155) (Holmlund, Hagman and Polsa, 2011, Journal of Fashion Marketing and Management: An International Journal, Vol. 15, pp.108-122) (DiCicco-Bloom and Crabtree, 2006, Medical education, Vol. 40, pp.314-321) (Sadan, 2014, International Journal of Nursing Education, Vol. 6, pp. 254-260) (Harris, 1995, Behavior research and therapy, Vol. 33, pp.991-993.)

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Figure 1. Nanin (2020) Vintage Classic Striped Tommy Oxford [Advertisement] At: https://shopnanin. com/collections/vintage/products/vintage-classic-striped-tommy-oxford (Accessed on 30 Apr 2020) Figure 2. Massimo Dutti (2020) Batwing Sleeve Shirt [Advertisement] At: https://www.massimodutti. com/vn/women/highlights/the-shirt-guide-c1769032p8960106.html?categoryId=1769032(Accessed on 1 Jun 2020) Figure 3. Duetic (n.d.) Esty [Pinterest webpage] https://www.pinterest.com/pin/484137028698695586/(Accessed on 26 May 2020) Figure 4. Vogue Runway (2020) Fall 2020 Ready-To-Wear - Theory Look 29/31 [Photographic] At: (Accessed on 26 May 2020)https://www.vogue.com/fashion-shows/fall-2020-ready-to-wear/theory/ slideshow/collection#29 Figure 5. Thevanishingocean (2018) We heart it [We Heart It webpage] https://weheartit.com/entry/294257601 (Accessed on 26 May 2020) Figure 6. Z story fan (n.d.) Laplandia [Pinterest webpage] https://www.pinterest.com/ pin/484137028698695586/(Accessed on 26 May 2020) Figure 7. 9to5chic (n.d.) Grey [Photograph] https://9to5chic.com/2020/02/gray-13.html (Accessed on 26 May 2020) Figure. 8. Thomas Hewart after Hendrik Danckerts, John Rose, the Royal Gardener, Presenting a Pineapple to King Charles II, c. 1676, oil on canvas : 113 × 120 cm. [Blog] At: https://journals.openedition. org/apparences/1320?lang=fr (Accessed on 5th April, 2020) Figure 9. “This gentleman wears a top hat, frock coat, and gray-striped trousers with front crease and cuffs. Stiff wing collars were the correct choice for frock coats, but gentlemen could choose between cravats or bow ties. (1909)” (n.d.) [Poster] At: https://www.pinterest.com/pin/695806211151444910/ (Accessed on 5th April, 2020) Figure. 10. Gentlemen at Royal Ascot in Morning Coats with Checked & Striped Trousers [Poster] At: http://www.morningdressguide.com/trousers-for-morning-coat/ (Accessed on 5th April, 2020) Figure. 11. What is a Lounge Suit? (2018) [Poster] At: https://www.gentlemansgazette.com/lounge-suitdress-code/ (Accessed on 5th April, 2020) Figure. 12. Phillips, T. (2012) Menswear [Poster] At: https://www.itsnicethat.com/articles/tom-phillips-menswear (Accessed on 6th April, 2020) Figure. 13. The Tailor’s Art (1891) Fashion Plate from Sartorial Arts Journal [Poster] At: http://www.indochino-review.com/2013/12/mens-three-piece-suit.html (Accessed on 6th April, 2020) Figure. 14. McKeon, N. (2014) Brooks Brothers [Poster] At: https://www.dhbusinessledger.com/article/20141019/business/141018663/ (Accessed on 9th April, 2020) Figure 15. McKeon, N. (2014) Brooks Brothers [Poster] At: https://www.dhbusinessledger.com/article/20141019/business/141018663/ (Accessed on 9th April, 2020) Figure 16. COMMONWEALTH ARBITRATION COMMISSION PRESCRIBES EQUAL PAY FOR EQUAL WORK (1969) [Poster] At: https://www.dhbusinessledger.com/article/20141019/business/141018663/ (Accessed on 9th April, 2020) Figure 17 Chen, G. (2020) Office Space Timeline: Past, Present, and Future [INFOGRAPHIC] [Poster] At: https://hubblehq.com/blog/office-space-timeline-past-present-future-infographic (Accessed on 9th April, 2020) Figure 18. Belcak, A. (2019) EXAMPLE-OF-WOMENS-BUSINESS-FORMAL-INTERVIEW-OUTFIT [Poster] At: https://cultivatedculture.com/what-to-wear-to-an-interview/example-of-womens-business-formal-interview-outfit/ (Accessed on 9th April, 2020) Figure 19. Pugliano, B. (2017) The casket of Otto Warmbier is carried out from his funeral at Wyoming High School on June 22 in Wyoming, Ohio [Poster] At: https://www.nbcnews.com/news/north-korea/ funeral-held-otto-warmbier-former-north-korean-prisoner-ohio-alma-n775421 (Accessed on 9th April, 2020) Figure 20. Courtesy (2015) This & Other Stories Fall Collaboration Is a Minimalist’s Dream [Poster] At: https://www.instyle.com/news/ada-kokosar-and-other-stories-collaboration(Accessed on 9th May, 2020) 59

Figure 21. Roberts, E. (2018) What is Business Casual Attire? [Poster] At: https://www.thebalancecareers.com/whatis-business-casual-attire-2061168 (Accessed on 9th April, 2020) Figure 22. Indeed (2020) Casual [Poster] At: https://www.indeed.com/career-advice/starting-new-job/guide-tobusiness-attire (Accessed on 9th April, 2020) Figure 23 Heathfield, S. (2019) What is Business Attire? [Poster] At: https://www.thebalancecareers.com/what-isbusiness-attire-1918075 (Accessed on 9th April, 2020) Figure 24. Rosiehw (2018) Working on our upcoming content calendar for [Instagram webpage] https://www. instagram.com/p/B0i-2zkHBgi/?utm_source=ig_embed (Accessed on 26 May 2020) Figure 25. Acielle (2020) Standout street-style from New York Fashion Week [Photograph] In: Net-A-Porter - Art of Style. New York. At: https://www.net-a-porter.com/en-us/porter/article-93e3b67b72e79922/fashion/art-of-style/ new-york-fashion-week-best-dressed?cm_mmc=Instagram-_-PorterDigital-_-IGSArtOfstyle-_-11092019&utm_ source=l.instagram.com&utm_medium=referral&dclid=COjczYOpyuQCFVwXrQYd_okA3Q (Accessed on 26 May 2020) Figure 26. Designer Outlet (2020) New York Fashion Week [Photograph] In:Designer Outlet. In: New York. At: https://www.mcarthurglen.com/en/outlets/de/designer-outlet-neumuenster/whats-on/Insider-AW-NYFW-StreetStyle/ (Accessed on 26 May 2020) Figure 27. Aritzia (n.d.) Kahlo Robe [Pinterest webpage] https://www.pinterest.com/pin/372109987966153166/ (Accessed on 26 May 2020) Figure 28. COS (n.d.) COS gift edit [Pinterest webpage] https://www.pinterest.com/pin/372109987966159341/ (Accessed on 26 May 2020) Figure 29. Tombor, Z. (2020) Janice Alida Is Lensed By Zoltan Tombor In ‘Eenvoud Siert’ For Harper’s Bazaar Netherlands April 2018 [Photograph] In: Ann Of carversville. In: The Netherlands. At: https://anneofcarversville. com/style-photos/2018/3/12/k306kklulfof8szoxu2rfoki6yc95j (Accessed on 26 May 2020) Figure 30. Tveite. (2017) Front Office Spring Layers That Work [Photograph] In: The Line At: https://theline.com/ blogs/stories/front-office-spring-layers-that-work (Accessed on 26 May 2020) Fig. 31. MULTI-FUNCTIONAL PHONE POUCH (2020) Fig. 31. COS (2020) MULTI-FUNCTIONAL PHONE POUCH [Advertisement] At: https://www.cosstores.com/ en/women/the-workwear-edit/product.multi-functional-phone-pouch-orange.0828457001.html (Accessed on 1 Jun 2020) Figure 32. Z story fan (n.d.) Laplandia [Pinterest webpage] https://www.pinterest.com/pin/484137028698695586/ (Accessed on 26 May 2020) Figure 33. 9to5chic (2018) Transitional [Photograph] At: https://9to5chic.com/2018/04/transitional-3.html (Accessed on 26 May 2020) Figure 34. Mtj. I (n.d.) 20 [Pinterest webpage] https://www.pinterest.com/pin/311874342919154731/(Accessed on 26 May 2020) Figure 35. Style Babe Moments (n.d.) tumblr [Tumblr webpage] https://stylewithstylebabe.tumblr.com/ image/172008567301 (Accessed on 26 May 2020) Figure 36. Paradox (n.d.) Do Firming Oils Really Work? [Pinterest webpage] https://stylewithstylebabe.tumblr.com/ image/172008567301 (Accessed on 26 May 2020) Figure 37. Cienne(n.d.) The Marx Top [Advertisments] https://shop.ciennenewyork.com/products/the-marx-top (Accessed on 26 May 2020) ‘ Figure 38. Massimo Dutti (2020) Batwing Sleeve Shirt [Advertisement] At: https://www.massimodutti. com/hk/women/new-in/cny-special-collection/batwing-sleeve-shirt-c1602003p8813465. html?colorId=251&categoryId=1602003 (Accessed on 1 Jun 2020) Figure 39. Chan, A.S.Y. (2020) Dress to impress [Statistics] In: Google: Online Questionnaire Figure 40. Chan, A.S.Y. (2020) Dress to impress [Statistics] In: Google: Online Questionnaire Figure 41. Chan, A.S.Y. (2020) Dress to impress your professional image [Statistics] In: Google: Online Questionnaire Figure 42. Chan, A.S.Y. (2020) Business Attire can bring positive impact. [Statistics] In: Google: Online Questionnaire Figure 43. Wu, J. (n.d.) Lookbook [Poster] At:http://www.jennywuphotography.com/ (Accessed on 1 Jun 2020) Figure 44. Chan, A.S.Y. (2020) “I prefer dress more formal at work.” [Statistics] In: Google: Online Questionnaire Figure 45. Chan, A.S.Y. (2020) “We need to dress more formal at work because it presents respect to the job.” [Statistics] In: Google: Online Questionnaire 60

Figure 46. Chan, A.S.Y. (2020) “Our company has a lot of formal meeting.” [Statistics] In: Google: Online Questionnaire Figure 47. Chan, A.S.Y. (2020) “I choose my business attire to work depends on the comfortable level.” [Statistics] In: Google: Online Questionnaire Figure 48. Chan, A.S.Y. (2020) “I choose my business attire to work base on activities after work.” [Statistics] In: Google: Online Questionnaire Figure 49. Chan, A.S.Y. (2020) Good relationship with boss and colleagues [Statistics] In: Google: Online Questionnaire Figure 50. Chan, A.S.Y. (2020) I think the business attire is... (2020) [Statistics] In: Google: Online Questionnaire Figure 51. Chan, A.S.Y. (2020) “There are enough style in business attire market.” (2020) [Statistics] In: Google: Online Questionnaire Figure 52. Net-A-Porter (2020) Linen blazer [Advertisement] At: https://www.net-a-porter.com/en-us/shop/ product/ganni/linen-blazer/1227800 (Accessed on 1 Jun 2020) Figure 53. Chan, A.S.Y. (2020) “What is your motivation while consuming Business Attire” (2020) [Statistics] In: Google: Online Questionnaire Figure 54. Chan, A.S.Y. (2020) Consumer priority and Place to purchase Business Attire (2020) [Statistics] In: Google: Online Questionnaire Figure 55. Massimo Dutti (2020) Pleated jumpsuit [Advertisement] At: https://www.massimodutti.com/hk/ women/highlights/special-moments-c1663503.html(Accessed on 1 Jun 2020) Figure 56. Absolutely Fabulous (n.d.) urbnite [Poster] At: https://color-junkie.tumblr.com/post/190541536016 (Accessed on 1 Jun 2020) Figure 57. The Dreslyn (n.d.) Designer and Fashion Decor [Pinterest webpage] https://www.pinterest.com/ pin/511017888965720083/(Accessed on 26 May 2020) Figure 58. Absolutely Fabulous (n.d.) tierdropp [Poster] At: https://color-junkie.tumblr.com/post/185711025691 (Accessed on 1 Jun 2020) Figure 59. Net-A-Porter (2020) Ballet stretch-jersey bodysuit [Advertisement] At: https://www.net-a-porter.com/ en-us/shop/product/commando/ballet-stretch-jersey-bodysuit/1202850 (Accessed on 1 Jun 2020) Figure 60. Na Nin (2020) Na Nin Stella Raw Silk Long Sleeve / Second Edition / Available in Cream & Black [Advertisement] At: https://shopnanin.com/collections/in-house-tops/products/na-nin-stella-raw-silk-long-sleeveavailable-in-cream-black (Accessed on 1 Jun 2020) Figure 61. Na Nin (2020) Na Nin Gloria Cotton Poplin Blouse [Advertisement] At: https://shopnanin.com/ collections/na-nin-blouses/products/na-nin-gloria-cotton-poplin-blouse (Accessed on 1 Jun 2020) Figure 62. Absolutely Fabulous (n.d.) kendraalexandra [Poster] At: https://color-junkie.tumblr.com/ post/184643967436 (Accessed on 1 Jun 2020) Figure 63. Death By Elocution (n.d.) Death By Elocution [Pinterest webpage] https://www.pinterest.com/ pin/511017888965720083/(Accessed on 26 May 2020)

APPENDIX

Appendix 1 Interview Questions to Human Resource Department 1. What is your company background? 2. Is there any dress code at your company? Is there any regulation? 3. How do you think the employee dress at work in your company? Is it appropriate? 4. Is the dress code important at your company? Why? 5. Do you think business attire would affect the working atmosphere/performance? 6. What is your company working culture? Casual? 7. Does the employee at your company have any comments on the dress code? 8. Is there any dress code comment from the boss? Any complaint? Interview Questions to Consumer (Office Ladies) 1. Do you think business attire is important? Why? What it means to you? 2. Why do you think people dress down nowadays? Does it happen in your company? 3. Do you have any difficulties in your office related to fashion or the garment you wear to work? E.g. It is inconvenient? Why? 4. Do you find it is hard to choose your business attire to work? E.g. Is it comfortable? Does it fit your style? Is it easy to mix and match? Why? 5. Do you have any clients that you have to meet at work? What kinds of clients do you have? 6. What would you do to relax after work? 7. Any activities or behaviour would you do when you are stress? 8. Do you have any hobbies? 9. Any activities after work?

Appendix 2

Appendix 3

CHAN ALICIA SIN YU 197281351 NOTTINGHAM TRENT UNIVERSITY I N T E R N AT I O N A L FA S H I O N BUSINESS Fashion Concepts and Innovation Project â&#x20AC;&#x201C; Stage 2