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Best in Show
Do you get dressed for work normally when you’re working remotely? Or do you keep a ‘Zoom shirt’ in handy reach, pulling it on and buttoning it up just in time for video calls?
This was the key insight revealed last month by New York research specialists NPD Group, published in the New York Times. Apparently only 10% of people are getting dressed for working at home at the start of the day. A follow-up poll on LinkedIn found that 42% of respondent’s owned a ‘Zoom shirt’. Many people took to social media to ‘confess’ sharing pictures of their shirts hanging up next to their laptops, saying why they liked the brand, colour or cut.
With worldwide media coverage and ongoing social commentary throughout July, it just goes to show the power of a good research story. While the NPD’s product is a B2B proposition, they tapped into a universal trend being experienced by people in every business. Most importantly they generated organic conversations tying back to the news stories and LinkedIn features.
Now, as the heat has risen over the summer, how many people have actually been sitting at their laptops in the buff? To think how much we complained about the air conditioning back in the days when we were lucky enough to have it!
As we return to the office in bubbles this autumn, it will be interesting to see whether the more relaxed attitude to workwear over the last few months will remain. T-shirts and shorts might not be such a silly notion now… but keep that Zoom shirt handy just in case.