“Breathability” in clothing design is increasingly prioritized
Implications - With athleisure increasingly popular as consumers’ day-to-day wear, brands are prioritizing comfort in the form of “breathability.” These breathable clothing designs, or the perception of breathability, gives brands a clear marketing angle while offering consumers the functionality and comfort they require.
Workshop Question - How can your brand better angle the benefits of one of its products/services?
Trend Themes
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Breathable Clothing — As athleisure continues to dominate, consumers are prioritizing ‘breathability’ when it comes to clothing design.
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Nautical-inspired Footwear — Brands like Novus are taking cues from the Pacific and Caribbean waters and creating a range of vibrant, lightweight and portable footwear that is perfect for beach and outdoor activities.
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Natural Luxury Bedding — With health and personal wellness under scrutiny, consumers are looking for natural bedding options that are both comfortable and safe, making materials like 100% Egyptian cotton a high-demand trend.
Industry Implications
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Fashion and Apparel — Brands can incorporate technical innovations to create comfortable, high-performance breathable clothes that cater to active lifestyles.
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Outdoor and Adventure — Focusing on lightweight and portable footwear that emphasizes a sense of travel and the outdoors could be a valuable disruption to the industry.
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Home Goods and Bedding — The organic and natural bedding market is expanding, with the use of high-end fabrics like Egyptian cotton in sheets being an indicator of the trend.
5 Featured, 45 Examples:
129,189 Total Clicks
Date Range:
Jun 18 — Jul 18
Trending:
Mild
Consumer Insight Topics:
