Consumers opt for performance-enhancing, lightweight workout attire
Implications - Consumers are embracing fitness apparel made of lightweight, iridescent fabrics that are ideal for unpredictable weather and evening training. Beyond nighttime visibility and lightweight warmth, these hybrid textiles and blends also add an element of shine and luster to activewear. Functionality no longer negates style when it comes to performance wear, suggesting that health and fitness have evolved to become part of a consumer's personal branding.
Workshop Question - What's the most purely functional aspect of your brand? How could you turn this into something that fits with your consumers' personal brand?
Trend Themes
1. Iridescent Textiles - The use of iridescent textiles and materials in athletic wear adds an element of shine and luster to performance wear, making it more than just functional, but also stylish.
2. Reflective Running Gear - With the innovation of reflective running gear, fitness apparel has evolved to be more than just a functional garment. It is now designed to improve visibility and safety during nighttime workouts, while remaining fashion-forward.
3. Customizable Functionality - The creation of customizable, personalized athletic gear responds to the demand for tailored products that cater to each individual's needs and preferences.
Industry Implications
1. Athletic Wear - Athletic wear companies can incorporate iridescent textiles and reflective running gear to add style and safety to performance apparel.
2. Footwear - Footwear brands can create shoes that incorporate customizable features that cater to the needs of individual runners, such as personalized soles and insoles.
3. Sporting Goods - Sporting goods businesses can develop equipment based on trends, such as reflective gear or stylish and functional winter running apparel.
