Category
Fashion
Scaled Restraint
Trend cluster
Category
Hyper-Targeted
Compartment
Brands create novelty items with features that suit specific products.
5.4
Trend score
Trend
What is the Hyper-Targeted Compartment trend?
Hyper-Targeted Compartment: Designers are creating garments with specialized pockets that enhance their offerings by provoking a sense of novelty. The clothing is intended to satisfy personal interests that are very niche. With this in mind, brands are able to capture the attention and loyalty of consumers through uniqueness in design.
Insight
The consumer insight behind the Hyper-Targeted Compartment trend
Consumers have a preference for items with niche and novelty features. As many search for products that are tailored to their preferences–both aesthetically and functionally–specialization becomes a key component of purchases. Moreover, niche components of products and services spotlight personal habits and interests, which makes the wearer feel special and unique.
Trend themes
Themes within the Hyper-Targeted Compartment trend
Three behaviours holding the trend together01
Niche Personalization
Brands are creating garments with specialized pockets that enhance their offerings by provoking a sense of novelty, highlighting a preference for items with niche and novelty features, which creates an opportunity for specialized products and services.
02
Smart/Innovative Compartments
The popularity of specialized pockets and compartments opens up an opportunity for products featuring smart/inventive storage compartments for specific products and services.
03
Anti-Tech Apparel
As people seek to disconnect from technology, wearable anti-tech clothing incorporating technology-blocking designs will continue to gain popularity.
Industry implications
What the Hyper-Targeted Compartment trend means for industry
Where the trend changes the playbookFor
Fashion
The trend of niche personalization in clothing design highlights opportunities for fashion designers to create specialized products.
For
Vaping
As the vaping market rapidly grows, we can expect to see more vaping accessories come to market, such as gloves with convenient vape-holding compartments.
For
Outdoor Gear
Anti-Tech outerwear apparel manufacture may lead to a new category of protective wearables that block cellular, GPS, WiFi, Bluetooth, RFID, NFC, EMR, EMF, and radiation signals to allow people to connect with their environment free of technology.
Workshop question
How can you better target the niche interests of your consumers?
Trend signals
Trend signals for Hyper-Targeted Compartment
Trend score 5.4 out of 10, from popularity 76%, activity 77%, freshness 9%.
Popularity76%
Activity77%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Hyper-Targeted Compartment trend
4 featured examples from Feb 6, 2018 to Nov 26, 2019CategoryLifestyle
Grease-Resistant Burger Jackets
The Burger Jacket Keeps You and Your Food Warm Throughout Winter
The fashion retail industry can tap into the trend of customized insulated jackets by offering a range of personalized options and designs.
CategoryFashion
Vape-Holding Gloves
The Puff Gloves Have a Compartment to Hold Your Vape While in Use
The vaping industry can capitalize on the demand for convenient and innovative accessories to enhance the vaping experience.
CategoryLife-Stages
Branded Toy Blaster Apparel
NERF x Super Heroic Has Compartments to Hold NERF Products
Collaborate with clothing brands to create immersive experiences and generate new ways to play with products, as demonstrated with Hasbro's work with Super Heroic.
CategoryFashion
Anti-Tech Puffer Jackets
The Arrivals' AER Puffer Outerwear Design Blocks Cell, WiFi & GPS Signals
Disruptive innovation opportunities lie in creating anti-tech apparel that appeals to the fashion-conscious consumer.
