Category
Fashion
Scaled Restraint
Trend cluster
Category
Couture
Utility
Upscale brands favor practical elements over primarily aesthetic features.
4.7
Trend score
Trend
What is the Couture Utility trend?
Couture Utility: High end fashion brands are exhibiting a preference for utilitarian features that are taking precedence over primarily aesthetic elements. A keen focus on practicality among contemporary designers is, on a grander scale, indicative of consumer preferences steeped in sensibility. This is well aligned with the Millennial consumer, who tends to be more thoughtful and selective when it comes to big ticket purchases.
Trend themes
Themes within the Couture Utility trend
Three behaviours holding the trend together01
Utility Fashion
More attention is given to practical and functional garment elements than to aesthetic features in high-end fashion, reflecting a sensibility preference by the modern, careful consumer.
02
Activewear Revolution
Fashion brands are designing performance gear that blends style with functionality for fitness enthusiasts and active lifestyle advocates.
03
Versatile Clothing
Consumers today want multi-functional, versatile pieces that can be worn across different settings like the gym, office, and outdoors, leading to the fusion of activewear and traditional fashion clothing.
Industry implications
What the Couture Utility trend means for industry
Where the trend changes the playbookFor
Fashion Industry
Utility fashion and versatile clothing can inspire fashion brands to produce garments that reflect the changing consumer thinking about clothing.
For
Sporting and Fitness Goods Industry
The activewear revolution is creating innovative opportunities for athletic brands to develop more functional gear that aligns with consumer preferences for style and performance.
For
Outdoor Gear Industry
Functional gear and versatile clothing, which are adaptable for outdoor excursions, represent a significant opportunity for outdoor gear brands to reach consumers that value practicality and multi-functional products.
Workshop question
What would you need to change to be considered the Cadillac of your industry?
Trend signals
Trend signals for Couture Utility
Trend score 4.7 out of 10, from popularity 66%, activity 66%, freshness 8%.
Popularity66%
Activity66%
Freshness8%
Audience
30%Men
70%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Couture Utility trend
3 featured examples from Dec 19, 2014 to Jun 30, 2015CategoryFashion
Fashionable Performance Denim
Dish Performance Denim Designs Stylish Jeans for Active Lifestyles
Exploring new designs and materials to create performance denim that combines style and functionality in the fashion industry.
CategoryFashion
Feminine Cycling Frocks
Dutch Fashion Label 'Bybrown' Has Created a Durable Dress Just for Cycling
Disruptive innovation opportunity: Introduce sustainable and weather-resistant fabrics for clothing.
CategoryFashion
Athletic Couture Collaborations
The Stella McCartney Adidas Winter Collection Delivers Luxury Wear
Opportunity to collaborate with high-end fashion brands to produce luxury athletic gear.
