Published June 2024

What Consumers Really Want from Casualwear

Brands share what’s driving the casualization of fashion movement — and how they’re keeping up.

The hybrid lifestyle is alive and well. As consumers continue to alternate between remote work, office environments, and social events, the lines between all three continue to blur. No longer are shoppers dedicating specific clothing items to each; instead, demand for versatile wardrobe items has reached an all-time high. “The work-from-home era has fueled a more relaxed and casual way of dressing,” Joey Zwillinger, Former CEO and Co-founder of Allbirds, said in the 2024 US Fashion Consumer Outlook report from MAGIC’s parent brand Fashion by Informa. As the market continues to shift towards a more casualized style of dress across the trend and young contemporary apparel, footwear, and accessories markets, brands are reconsidering their approach. Here are three main drivers for this shift according to companies participating in MAGIC Las Vegas, and how they’re reacting to — and merchandising their products — as a result.

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RELAXED OFFICE ENVIRONMENTS

For most, office attire is fashionable, but no longer so formal. In 2024, style blending, such as mixing suiting and tailoring with casual pieces, like T-shirts or sneakers, will likely continue to see new variations. “A business-casual way of dressing is more in demand than ever before,” says Karyn Seo, founder and president of Caite and Kyla, a womenswear brand that makes timeless, seasonless, and figure-flattering garments. Seo, who has been in casualwear for 25 years, says this shift came when companies stopped forcing stringent dress codes. Versatility plays a role here, too. “Consumers want their clothing to work for weekdays and weekends,” she adds. A resistance to dressing formally is also at play, says Nisim Kaneti, president and CEO of Dash Clothing, Inc. As a result, “easy but elegant fabrics including linens and linen blends, cotton gauzes, and eyelets,” have increased in popularity, as have styles like “shirt dresses, because they’re comfortable and project a polished look, denim-style jackets, and cropped pants.”

Alyth Active

Caite and Kyla

Jacquie The Label

COMFORT IS KEY

Though style is important, comfort is a top priority; Fashion by Informa’s 2024 US Fashion Consumer Outlook report showed an increased demand for athleisure and workout clothes, particularly with women aged 18-34, as well as an interest in easy-to-wear footwear beyond sneakers, including flip-flops, sandals, and espadrilles from 30 - 40% of respondents. “We are seeing an increase in demand for casual pieces, specifically our “cozi styles,” shares Brittany Hernandez, B2B marketing manager at MIA Shoes. “[They allow] our customers to not have to sacrifice comfort for style.” This desire extends across categories beyond ready-to-wear and shoes. “Items considered ‘casual’ are typically comfortable, cozy, and versatile,” says Daniela Himelfarb, wholesale director at Sunday Citizen, a brand that makes the “softest products for home, body, and spirit.” The company, which produces bedding, bath towels, and more, has seen as increase in demand for loungewear, like the Snug Blanket Hoodie, which combines that consumer desire for products that offer both comfort and functionality. “With many individuals continuing to work from home, there is a need for products that are cozy for indoor use, yet versatile enough for outdoor wear,” she adds.

Sunday Citizen

The Happy Camp3r

MIA Shoes

Pixie Woo

WanderFull

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What Consumers Really Want from Casualwear