In this, the third workwear sector report from just-style, we take a fresh look at this maturing globlal market. A strong theme of this report is that the definition of workwear is 'blurring'. It has lost the clear product, channel to market, and industry user definitions that made it easy to analyse. The supply chain, which was once also straightforward, is no longer so.

Across the world, we have seen small growth in the market in terms of dollar value, garment units and numbers of wearers for both workwear and corporate wear, and this is set to continue.

In US dollars at wholesale values, the world market for workwear is estimated at US$4,322m for 2007. It forms part of the wider corporate wear market, which was estimated to be worth US$9,513m last year. By 2014, the world market for workwear is forecast to reach US$4,558m, with the overall corporate wear market set to rise to US$9,918m.

This latest study of the market provides a comprehensive overview of the sector, including the history and evolution of the market, strategies of the key companies, buying behaviours and scenarios, and global and regional market estimates for value, consumption and garment production to 2014.

Report coverage:

Chapter one provides an executive summary of the report's findings, including what we wear at work, key market estimates and company strategies. Chapter two offers an introduction, both to the market and to the report itself.

Chapter three - The blurring of the market
We define the market for workwear within the total corporate wear sector, looking at the disintegration of the supply chain as well as providing product and 'channels to market' definitions and potential product/channel approaches.

Chapter four - The value of the workwear market
After outlining our market sources and methodology, the workwear market is valued worldwide (at wholesale) for the calendar year 2007, we also look at the value added chain for a workwear garment.

Chapter five - Global and regional market estimates
We then go on to break down the market by geographic region. Forecasts are made for overall consumption of workwear and corporate wear to 2014. The forecasts are based on population, employment, the number of workwear wearers, the number of garments and US dollar value. Forecasts are made of the workwear and corporate wear market in 2014, and predictions made of where growth will be seen, and which regions of the world will stagnate.

Chapter six - Workwear garment production estimates for 2007
The production of workwear is addressed and estimated for the following regions: Western Europe, North America, Eastern Europe, Indian Sub-continent, Southeast Asia, China, Russia and the 'Stans', Japan and Korea, Latin America and the rest of the world. The % share of world workwear production is given for each region, along with unit quantities where available.

Chapter seven - Potential company strategies
The manner in which businesses drive their workwear and corporate wear strategies is examined, including the evolution of workwear and corporate wear garment companies and strategy examples.

Chapter eight - The maturing of the market
The life cycle of the workwear sector is examined, including the history of the market and the five phases theory of introduction-growth-maturity-decline-death or resurrection. We also look at strategies for the future and extending the life of a product.

Chapter nine - How people buy
The buying behaviours of this B2B industry are discussed. By looking at the workwear sector through analysis of the channels of distribution, we identify the different types of customer there are for fabrics. An 'image map' is presented showing how each prospective buyer of garments and fabrics makes their buying decision. Different sale scenarios are reviewed, covering sales of workwear to a garment maker, wholesaler/importer, workwear brand, mail order catalogue, managing agent, garment rental company and an end-user.

Chapter ten - Specific company strategies
The major and substantial players in the workwear industry are profiled, namely Cintas, Kwintet, Johnson Service, Alexandra and Klopman. We provide an insight into their specific strategies and whether they are working.

Chapter 1 Executive summary
What we wear at work
The blurring of the market
Workwear market approaches
Wholesale workwear market by value, 2007
Workwear and corporate wear market history, 2004-2007
The current world and regional workwear markets, 2007
World and regional market forecasts to 2014
Regional markets for workwear, 2014
Workwear garment production estimates
Potential company strategies
Specific company strategies

Chapter 2 Introduction
What we wear at work
Report coverage

Chapter 3 The blurring of the market
The disintegration of the supply chain
Product definitions
Channels to market definitions
Channel sales for workwear
25 potential product/channel approaches

Chapter 4 The value of the workwear market
Market sources and methodology
The global workwear market at wholesale
The value added chain for a garment

Chapter 5 Global and regional market estimates
Workwear market history, 2004-2007
The current workwear world and regional markets, 2007
The wearer population
Spend (in US dollars) and garments given per adult employed per year
The classic workwear consumption and market size calculation
Regional percentage share of the world market
World and regional market forecasts to 2014
World corporate wear, 2014
World workwear, 2014
Regional markets for workwear, 2014
Workwear US dollar and garment unit growth
Percentages of wearers of workwear and corporate wear by region, compared with total adults employed
Regional market values, volumes and percentage shares, 2014
The overall workwear market timeline, 2004-2014

Chapter 6 Workwear garment production estimates for 2007
Western Europe
North America
Eastern Europe
Indian Sub-continent
Southeast Asia
China
Russia and the ‘Stans’
Japan and Korea
Latin America
Rest of the world

Chapter 7 Potential company strategies

Chapter 8 The maturing of the market
Workwear history
The five phases theory
The Introduction phase
The Growth phase
The Maturity phase
Decline
Where to from here? Death or resurrection? Generic strategies for the future
Extending the life of the product

Chapter 9 How people buy
Customers for workwear
The image map
Direct sale to a garment maker
Sale to a wholesaler/importer
Sale to a workwear brand
Sale to a mail order catalogue
Sale to a managing agent
Sale to a garment rental company
Sale to an end-user specifier
A simplified conclusion to a complex decision process flow

Chapter 10 Specific company strategies
Cintas (US)
Kwintet (Scandinavia)
Johnson Service Group (UK)
Alexandra (UK)
Klopman (Italy)

List of figures
Figure 1: Phases of the workwear life cycle
Figure 2: The long tail theory
Figure 3: Image map of how people buy. The decision flow and fabric flow

List of tables
Table 1: Corporate wear product definitions
Table 2: Corporate wear channels to market
Table 3: 25 potential product/channel approaches
Table 4: International currency exchange rates as of 23 April 2008
Table 5: World market for workwear within corporate wear, 2007
Table 6: The value-added chain, for a representative garment (boilersuit) and in total (US$ and %)
Table 7: World market for workwear within corporate wear, 2004 and 2007
Table 8: Percentage of wearers of workwear and corporate wear by region within total number of adults employed, 2007
Table 9: Market value and volume for workwear and corporate wear by region compared with total adults employed, 2007
Table 10: Calculation of the number of garments and wholesale US dollar value of the market, 2007
Table 11: Regional percentage share of the world market for workwear and corporate wear by market value and volume, 2007
Table 12: World market for corporate wear, growth between 2007 and 2014
Table 13: World market growth for workwear by region, between 2007 and 2014
Table 14: Percentage of wearers of workwear and corporate wear by region within total number of adults employed, 2014
Table 15: Regional percentage share of the world market for workwear and corporate wear by market value and volume, 2014
Table 16: World corporate wear and workwear market by region, by value and volume, 2005-2014 (US$m and m units)