Category
Marketing
Fan Immersion
Trend cluster
Category
FashLetics
Partnerships between sports brands and beauty brands create a more inclusive space.
4.8
Trend score
Trend
What is the FashLetics trend?
FashLetics: Companies within the beauty space are co-creating new products and services with sport-centric brands to create an inclusive environment. These brands open up these industries to be more fluid and gender inclusive, allowing consumers to feel a deeper connection.
Insight
The consumer insight behind the FashLetics trend
Brand crossovers tend to be appealing to consumers who aren't accustomed to seeing certain industries collaborate. This is especially true for consumers who are becoming fatigued with the stereotypical ways in which brands often classify and market their desires--particularly as it pertains to gender.
Trend themes
Themes within the FashLetics trend
Three behaviours holding the trend together01
Beauty and sports brand collaborations
Co-creating products and services between beauty and sports brands creates an inclusive and gender-fluid environment for consumers, presenting disruptive innovation opportunities in the intersection of these industries.
02
Celebrating female talent and voices
Campaigns showcasing female designers, musicians, and athletes celebrate female creativity and entrepreneurship, presenting disruptive innovation opportunities for brands to shift the narrative towards women representation and empowerment.
03
Fashion and beauty inspired sportswear
Using lipstick color palettes or other fashion and beauty trends as an inspiration for sportswear opens up new design possibilities and engages consumers in unique and personalized ways, presenting disruptive innovation opportunities in the fashion and beauty industries.
Industry implications
What the FashLetics trend means for industry
Where the trend changes the playbookFor
Beauty and cosmetics
Collaborating with sports brands to offer new and gender-fluid product lines and inclusive services that cater to a wider audience.
For
Sports apparel
Partnering with beauty and fashion brands to create unique and stylish sportswear that takes inspiration from beauty trends and color palettes.
For
Fashion
Celebrating female designers, artists, and creatives in campaigns that showcase diversity, empowerment, and entrepreneurship, shifting the narrative towards female representation in the industry.
Workshop question
What industry could your brand partner with to obtain a more gender-diverse audience?
Trend signals
Trend signals for FashLetics
Trend score 4.8 out of 10, from popularity 73%, activity 64%, freshness 8%.
Popularity73%
Activity64%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the FashLetics trend
4 featured examples from Apr 20, 2018 to Mar 22, 2019CategoryFashion
Lipstick-Inspired Sneakers
Puma and MAC Joined to Create a Range of Monochrome Sneakers
The collaboration between Puma and MAC demonstrates the potential for innovation at the intersection of the fashion and makeup industries, allowing both brands to tap into each ot…
CategoryFashion
Incredibly Elegant Sneakers
Nike Tapped Four Female Designers for New Footwear Silhouettes
The athletic footwear industry has the opportunity to explore more elegant and versatile designs, catering to the changing preferences of consumers looking for stylish options as…
CategoryPop Culture
Lipstick-Inspired Sportswear
Kylie Jenner Launches the Reveal Your Voice Series with adidas
Disruptive innovation opportunity: Integrate technology into sportswear to enhance functionality and offer interactive features for personalized experiences.
CategoryFashion
Celebratory Female Creatives Campaigns
Converse's Spark Progress Campaign Spotlights Female Talent
Fashion and apparel brands can leverage campaigns to showcase the work of female designers and promote their clothing lines to a wider audience.
