# Hyper-Targeted Compartment Brands create novelty items with features that suit specific products. By [Kalin Ned](https://www.trendhunter.com/knedelch), Research Writer | Published Dec 12, 2019 | Category: [Fashion](https://www.trendhunter.com/pro/category/style-and-fashion-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/hypertargeted-compartment ## Key Figures - Trend score: 5.4/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Feb 6, 2018 to Nov 26, 2019 - Published: Dec 12, 2019 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Curation](https://www.trendhunter.com/megatrend/curation), [Personalization](https://www.trendhunter.com/megatrend/personalization) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Hyper-Targeted Compartment trend ### 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. ### 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. ### Anti-Tech Apparel As people seek to disconnect from technology, wearable anti-tech clothing incorporating technology-blocking designs will continue to gain popularity. ## What the Hyper-Targeted Compartment trend means for industry ### For 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 for Hyper-Targeted Compartment Trend score 5.4 out of 10, from popularity 76%, activity 77%, freshness 9%. - Popularity: 76% - Activity: 77% - Freshness: 9% ## Examples of the Hyper-Targeted Compartment trend 4 featured examples from Feb 6, 2018 to Nov 26, 2019. - [Grease-Resistant Burger Jackets](https://www.trendhunter.com/trends/warm-throughout-winter): The Burger Jacket Keeps You and Your Food Warm Throughout Winter (Category: Lifestyle) Implication: The fashion retail industry can tap into the trend of customized insulated jackets by offering a range of personalized options and designs. - [Vape-Holding Gloves](https://www.trendhunter.com/trends/puff-gloves): The Puff Gloves Have a Compartment to Hold Your Vape While in Use (Category: Fashion) Implication: The vaping industry can capitalize on the demand for convenient and innovative accessories to enhance the vaping experience. - [Branded Toy Blaster Apparel](https://www.trendhunter.com/trends/nerf-x-super-heroic): NERF x Super Heroic Has Compartments to Hold NERF Products (Category: Life-Stages) Implication: 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. - [Anti-Tech Puffer Jackets](https://www.trendhunter.com/trends/puffer-outerwear): The Arrivals' AER Puffer Outerwear Design Blocks Cell, WiFi & GPS Signals (Category: Fashion) Implication: Disruptive innovation opportunities lie in creating anti-tech apparel that appeals to the fashion-conscious consumer. ## Recent trend clusters - [Scaled Restraint](https://www.trendhunter.com/protrends/small-luxury-watches) (Fashion) - [Sneaker Theater](https://www.trendhunter.com/protrends/sneaker-theater) (Fashion) - [Ritual Systems](https://www.trendhunter.com/protrends/ritual-systems) (Fashion) - [Athletic Styling](https://www.trendhunter.com/protrends/athletic-styling) (Fashion) ## Trending in Fashion - [Paisley-Shelled Collector Sneakers](https://www.trendhunter.com/trends/paisley-shelled-collector-sneakers) - [Fruit-Inspired Digital Watches](https://www.trendhunter.com/trends/themed-wristwatches) - [Deluxe Beauty Advent Calendars](https://www.trendhunter.com/trends/classic-and-prestige) - [Modular Winter Wardrobes](https://www.trendhunter.com/trends/moose-knuckles-fallwinter-2026) All articles: [Fashion](https://www.trendhunter.com/fashion)