PKZ, a fashion retailer in Switzerland, has established a strong presence in the financial sector, with approximately 13% of its sales coming from customers in this industry. These clients value high-quality, professional attire and have been a key part of PKZ's customer base.
The company has differentiated itself in this segment by offering made-to-measure clothing, which has experienced significant growth. PKZ's strategic locations on Bahnhofstrasse and Löwenstrasse further attract customers from the financial sector.
In addition to serving individual customers, PKZ has expanded its B2B business by partnering with financial institutions. These collaborations involve styling workshops and events tailored for employees, where PKZ interprets corporate fashion requirements and develops customized solutions.
Recent changes in dress codes at some banks have allowed for a more relaxed approach to business attire, reflecting a broader trend towards comfort and personal expression in professional settings.
Under the leadership of CEO Manuela Beer, PKZ has transformed from a traditional clothing retailer to a modern lifestyle provider. This shift began in 2015 and focused on creating innovative in-store experiences that engage and entertain customers. PKZ has embraced a comprehensive lifestyle approach, offering a curated product range, exclusive customer events, and a lifestyle magazine called "Inside." The company's omnichannel strategy seamlessly integrates physical and digital offerings, enhancing convenience for customers and positioning PKZ favorably in the retail industry.
The landscape of business fashion is evolving, with a growing emphasis on high-quality, durable basics that are both fashionable and functional. Women are increasingly seeking suits and formal dresses in diverse colors and styles for professional attire. Men, on the other hand, are moving towards semi-business attire, with traditional formal wear becoming less common in everyday settings. This shift reflects a broader cultural change where personal expression is valued in professional environments.
Sustainability is a key focus for PKZ, and the company is actively working on its sustainability strategy. This includes setting clear sustainability targets for its own brands, such as Burger Collection and Paul Kehl. PKZ recognizes that sustainability is not just a passing trend but a long-term priority, aligning with the growing consumer demand for environmentally responsible fashion.
Swiss business culture combines professionalism with relaxed dress codes, setting it apart from more traditional markets like New York and London. While conservative styles still prevail in certain sectors, there is a growing acceptance of looser dress codes that maintain professionalism. Swiss business people tend to prefer understated elegance and high-quality materials in their attire.
Despite the evolving landscape, there is a perception that Swiss men could be more adventurous in their fashion choices. Manuela Beer has expressed a desire to see greater fashion courage among male customers, noting that women in the business sector are often more open to experimenting with their attire. This presents an opportunity for PKZ to influence and inspire a shift in men's fashion sensibilities, encouraging a more vibrant and expressive approach to business attire.
PKZ's strategic focus on customer experience, sustainability, and lifestyle branding positions it well for future growth in the competitive Swiss retail industry. The company's ability to adapt to changing consumer preferences while maintaining its commitment to quality and service will be crucial in securing its place in the market.