Consumers opt for performance-enhancing, lightweight workout attire
Implications - Consumers are embracing fitness apparel made of lightweight, iridescent fabrics that are ideal for unpredictable weather and evening training. Beyond nighttime visibility and lightweight warmth, these hybrid textiles and blends also add an element of shine and luster to activewear. Functionality no longer negates style when it comes to performance wear, suggesting that health and fitness have evolved to become part of a consumer's personal branding.
Workshop Question - What's the most purely functional aspect of your brand? How could you turn this into something that fits with your consumers' personal brand?