The international industry platform “Business of Fashion” (BoF) reports on an American study by Juv Consulting, according to which 82% of respondents who are part of Generation Z see their clothing as a source of identity (see also NZZ, 28.02.2023, Silvia Ihring, “Die Gen Z stellt die Mode auf den Kopf”). Generation Z makes up 25% of the global population and is therefore the largest generation. According to the study, fashion is the most popular entertainment category, on which the generation spends the most money, ahead of other categories such as food, video games or music.

Over the last decade, more and more brands have entered the market to satisfy the diverse needs of these different individuals. However, Generation Z is now gradually entering the job market, where dress codes are sometimes stricter and sometimes less strict. Despite the economic strength of this generation, there is almost no brand that is able to offer less uniform business clothing that satisfies the urge for individuality.

My Master’s degree project combines my know-how from my Bachelor’s degree in Business Administration at the HSG with my fashion design experience from my Master’s degree at the HGK Basel. During my studies, I had an insight into these two different worlds and discovered this need for a more individual, comfortable and sustainable work wardrobe among Generation Z.

The Swiss market is teeming with all-rounders, i.e. brands that offer some business clothing in addition to leisure and sportswear. However, this diversified range means that these companies are unable to offer a varied and individual range of business clothing that would set them apart from the competition.

The Swiss company Ina Kess proves that specializing in a business brand with a focus on comfort pays off. The company Lamarel inspires Generation Z with sustainable suits and shows how receptive they are to sustainable business clothing. The international online store “The Frankie Shop”, which focuses solely on business-ready fashion, also makes it clear that there is a demand for new fashionable interpretations of the work wardrobe.

However, none of these companies have yet succeeded in integrating the following value propositions and winning over the generation: expert in reinterpreting fashionable business attire, sustainable business clothing, comfortable business clothing.

These values are the core elements of the business-casual brand “canyls” developed in my Master’s degree, which aims to actively empower women in the business world.