Category
Fashion
Scaled Restraint
Trend cluster
Category
Breathable
Comfort
“Breathability” in clothing design is increasingly prioritized.
2.4
Trend score
Trend
What is the Breathable Comfort trend?
Breathable Comfort: 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.
Trend themes
Themes within the Breathable Comfort trend
Three behaviours holding the trend together01
Breathable Clothing
As athleisure continues to dominate, consumers are prioritizing ‘breathability’ when it comes to clothing design.
02
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.
03
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
What the Breathable Comfort trend means for industry
Where the trend changes the playbookFor
Fashion and apparel
Brands can incorporate technical innovations to create comfortable, high-performance breathable clothes that cater to active lifestyles.
For
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.
For
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.
Workshop question
How can your brand better angle the benefits of one of its products/services?
Trend signals
Trend signals for Breathable Comfort
Trend score 2.4 out of 10, from popularity 29%, activity 35%, freshness 8%.
Popularity29%
Activity35%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Breathable Comfort trend
5 featured examples from Jun 15 to Jun 30, 2018CategoryFashion
Adventurous Nautical Footwear
Novus' Oceania Line Celebrates Travel, Exploration and Discovery
Disruptive innovation opportunities in the footwear industry by creating nautical-inspired shoe designs.
CategoryFashion
Breathable Outdoor Apparel
The North Face and BEAMS Joined for a Summer 2018 Collection
The outdoor apparel industry should explore the opportunity to develop more technical and breathable clothing for outdoor activities.
CategoryLifestyle
Athlete-Designed All-Conditions Jackets
ANIFA & Michael Owen Produce a High-performance Collab
Collaboration between athletes and sportswear brands to create functional and stylish all-conditions jackets.
CategoryFashion
Breathable Handmade Apparel
The New Dashiel Brahmann Capsule Infuses Textures and Comfort For SS19
Opportunity to develop sustainable and eco-friendly clothing lines for consumers who prioritize ethical and conscious fashion.
CategoryArt & Design
Breathable High-End Cotton Sheets
The 'Slumber' Luxury Bedding is Free of Harmful Chemicals
By offering non-toxic bedding, the bedding industry can disrupt the market and appeal to customers who prioritize health and wellness.
