Category
Fashion
Scaled Restraint
Trend cluster
Category
Functional
Couture
Multipurpose apparel reflects consumer demand for more productive necessities.
3.7
Trend score
Trend
What is the Functional Couture trend?
Functional Couture: With consumers often getting caught up between responsibilities of work and home, time easily becomes a limited factor, resulting in limitations of certain activities. As a means to make everyday living more convenient and productive, consumers are turning to multipurpose clothing to add more diversity to their ordinary wardrobe. Adding functional features to simple designs, these clothing pieces reflect the need for techniques that make basic necessities more useful in everyday settings.
Trend themes
Themes within the Functional Couture trend
Three behaviours holding the trend together01
Multipurpose Clothing
With consumers turning to multipurpose clothing to add more diversity to their ordinary wardrobe, there is an innovative opportunity to design clothing that can serve more than one purpose.
02
Nanotechnology in Athletic Apparel
Nanotechnology in athletic apparel has made fabrics scent-resistant, quick-drying, and waterproof, paving the way for further developments.
03
Smart Clothing
The development of smart clothing that tracks fitness data, lighting up to show optimal performance and linking with other devices to gather GPS data has paved the way for more innovation in clothing with technological features.
Industry implications
What the Functional Couture trend means for industry
Where the trend changes the playbookFor
Fashion
The fashion industry can benefit from promoting and developing multipurpose clothing, nanotechnology in athletic clothing, and smart clothing to provide added value to consumers.
For
Sportswear
Sportswear companies have the opportunity to implement nanotechnology into their fabrics to offer superior features, such as odor-resistance and increased durability.
For
Luxury
Luxury brands have the opportunity to incorporate technology into their products, such as bulletproof suits, to differentiate their offerings and provide exclusive value to consumers.
Trend signals
Trend signals for Functional Couture
Trend score 3.7 out of 10, from popularity 54%, activity 50%, freshness 8%.
Popularity54%
Activity50%
Freshness8%
Audience
50%Men
50%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 Functional Couture trend
6 featured examples from Nov 25, 2012 to Mar 12, 2014CategoryFashion
Multipurpose Dress Shirts
The VoyVoy Summer Oxford Has a Durable Pocket and Patch for Cleaning
New designs in the fashion world are allowing for a greater integration of technology and utility, changing the way consumers think about dress shirts.
CategoryFashion
Diamond Bulletproof Suits
The $3 Million 'Diamond Armor' is the World's Most Expensive Suit
The luxury fashion industry can collaborate with high-tech companies to create premium products like the Diamond Armor suit that showcase the perfect balance of luxury and technol…
CategoryBusiness
Multifunctional Snowboarding Gear
Aether's Snowboard Jacket Has Bells and Whistles to Keep You Dry
Creating custom-designed outdoor gear for niche markets can generate a loyal customer base and diversify product offerings.
CategoryLifestyle
Lighted Smart Running Clothes
The Glowfaster Jacket by Simon Weatherall Monitors Progress
Sporting goods companies can innovate by incorporating technology into their products to help users improve their performance.
CategoryFashion
Water-Activated Menswear
LPG Convertible Shorts Offer Laidback Style That Changes When Wet
Fashion retailers can tap into the multifunctional clothing trend by offering innovative designs such as convertible garments.
CategoryLifestyle
Odorless Athletic Apparel
These SilverAir Shirts are Scent Resistant for Athletes
Opportunity for sportswear companies to develop odor-resistant clothing that enhances the athlete's experience.
