Consumers turn to fashion-forward performance gear
Implications - The next generation of activewear is a hybrid of performance gear and street clothes. Similar to the "normcore" movement, this era of style takes traditional wardrobe staples, such as denim, and optimizes them for fitness use. More than just versatility, this progression speaks to a growing desire for discrete methods of self-care and the maintenance put into living an "Instagrammable" life.
Workshop Question - How can your brand better align with the youthful values of the consumer?