Strategic impact of casual Fridays

Walk along most streets of the country’s major towns between Monday and Thursday, and you will encounter thousands of men and women in professional attire. On Fridays, however, the scene changes and the streets are populated by people dressed in what has come to be known as ‘business casual’.

But despite the pervasiveness of the culture of dressing down on Fridays — which has been exploited by introducing corporate uniforms as a sign of loyalty and brand patronage — few businesses understand its strategic implications.