If your job is to purchase workwear for resale or to manage your company's in-house employee uniform program, you may be starting to notice some changes. Specifically, a new set of consumer preferences including what they want, why they want it and what their willing to pay for it.
Thanks to mountains of research, projections, and 5-year trending forecasts, we can be pretty confident in knowing where the industry is heading and, depending where you fall on the manufacturing/distribution channel, where to position yourself to prepare for and take advantage of the evolution going on in the workwear market.
Aside from a renewed appreciation for quality and craftsmanship, today's consumers are more environmentally-conscious than ever before demanding that the products they buy and the way their made, are eco-friendly, sustainable and safe (to name a few). And, their willing to pay more for it too. It probably comes as no surprise that the millennials, those roughly 75 million 18-34 year olds moving into their prime spending years, are leading the pack on this movement that is defining the 'new normal' in an aging industry.
Similarly, we've all experienced a 'new normal' at some point in our lives and it's usually painful at first, but eventually it's hard to imagine it any other way. Would you even consider throwing your McDonald's trash out your car window? Or find it almost amusing to see no smoking signs in airplanes, elevators and even hospitals? And some day in the not too distant future, we'll look back in disbelief on some of the environmentally devastating manufacturing processes that gave birth to the whole green movement.
And, this is not just a millennial thing. Both Gen Z'ers (ages 15-20) and Baby Boomers (50-64) have jumped on this bandwagon in dramatic fashion as well.
So, while research (and common sense) strongly supports where this industry is going, workwear resellers and the other players in the business tend to agree with and recognize this need for change.
However, there does appear to be a major disconnect when it comes to pricing.
Fortunately, MASCOT Workwear has been ahead of the curve for over 30 years. If you're unfamiliar with MASCOT it won't be long before our line hits the shelves of a retailer near you. Our premium workwear brand recently introduced in the U.S., uses the latest in innovative green technologies to deliver both "Eco-friendly" and on the site performance that our customer demands. More often than not, workwear resellers are excited about the new life that companies like MASCOT are breathing into this mature market that has been in need of resuscitation for quite some time.
Research overwhelmingly supports consumers' willingness to pay a little more to get more of what they want. We must also keep in mind that while scientists and engineers are expected to build a better and greener manufacturing process, they must do it without compromising on the integrity, quality and performance of the fabric.
Sound impossible? It's not and MASCOT has been doing it for decades. However, until 'green' technology becomes a 'new normal' and industry standard, we all have to share in the cost of progress. To expect price points to stagnate while the products explode with new technology and improved features and benefits just doesn't add up.
Spend a few more bucks for the good stuff. Let your customers decide if it's worth it.