Consumers have come to know and love brands like Old Navy, Banana Republic, Gap and Athleta from Gap Inc. and now, men will be able to find high-performance technical apparel from the newest brand, Hill City.
Hill City is the first new brand to be introduced by Gap Inc. in more than a decade and it is designed to provide men with options to easily go from the gym to the office and beyond. Naturally, the brand is being compared to others like Lululemon that have been serving a similar purpose for women for years now.
In the same way that many fashion start-ups are embracing the direct-to-consumer model, Hill City will be launching online as of October.
Adaptable Performance Menswear
'Hill City' is the First New Brand from Gap Inc. in Over a Decade
Trend Themes
1. Adaptable Performance Menswear - The trend towards apparel that can easily transition from workouts to daily wear offers opportunities for innovation in multi-functional design and materials.
2. Direct-to-consumer Fashion Brands - The direct-to-consumer model is disrupting traditional retail, offering opportunities for fashion brands to reach audiences more efficiently while having greater control over their supply chains and production processes.
3. Technical Apparel for Men - The growing interest in technical fabrics and performance wear among male consumers presents opportunities for fashion brands to design and market innovative products that cater to this market segment.
Industry Implications
1. Fashion and Apparel Retail - Existing and new retail brands can innovate by expanding their expertise in material technology and product function to appeal to the growing demand for multifunctional and performance-oriented men's clothing.
2. Online Retail - The rise of e-commerce and direct-to-consumer sales of fashion and apparel products presents opportunities for new and established brands to capture a growing share of online sales.
3. Athletic Wear - Athletic wear brands can explore and innovate a unique product offering that is simultaneously training, casual workwear, and formal wear. They will be successful by maintaining the balance of adaptable designs, market-focused innovative products, and practical clothing fit for various lifestyles.