Brands use empowerment as a way to brand and market fitness initiatives
Implications - Fitness as an industry has, for much of its existence, been primarily targeted toward men and in ways that are understood to be stereotypically masculine. Today, however, a shift is occurring in the wellness space where companies and products in this space are being targeted and marketed to women in a way that''s consistent with what today's female consumers expect. Interestingly, these products and services are, in some cases, even being positioned as a catalyst to empowerment for women, reflecting the changing needs of consumers in search of wellness.
Workshop Question - What type of products could your brand promote/release that fall under the category of fitness and empowerment?
Trend Themes
-
Fitness Feminism — Companies are beginning to understand that the wellness industry should cater to women, and in doing so, have created a new avenue for women's empowerment opportunities.
-
Empowering Female Athletic Apparel — Brands are creating athletic apparel designed for women, featuring useful and fashionable options for women to feel confident in while working out.
-
Movement Freedom Sport Bras — Companies are utilizing new materials and technology to create sport bras that provide enhanced support and freedom of movement during workouts.
Industry Implications
-
Fitness — With the shift towards catering to women, the fitness industry has the opportunity to create new products and services designed specifically for female consumers.
-
Fashion — The intersection of athletics and fashion has created a new industry focused on creating fashionable and functional athletic apparel.
-
Skincare — As the wellness industry expands, there is a growing market for skincare products specifically designed for active individuals and athletes.
