Category
Fashion
Scaled Restraint
Trend cluster
Category
Luxe
Comfort
Designer brands offer products that better fit into consumers' current lifestyles.
4.3
Trend score
Trend
What is the Luxe Comfort trend?
Luxe Comfort: Designer brands are now in the business of comfort and at-home or outdoor activities, a direct response to the changed lifestyles that people have seen around the world. These items include everything from indoor shoes to luxury yoga mats, and are targeted to higher income consumers.
Insight
The consumer insight behind the Luxe Comfort trend
With people around the world still being relatively restricted in the recreational activities they can take part in, they're increasingly investing in products and services that suit their new homebody lifestyles. Brands that are able to meet this demand show these consumers that they can quickly respond to their fast-changing needs.
Trend themes
Themes within the Luxe Comfort trend
Three behaviours holding the trend together01
Homebody Lifestyle
Designer brands are now targeting higher income consumers through products and services that suit their new homebody lifestyles.
02
Luxury Comfort
Designer brands are now focused on offering luxury and comfort through their products such as luxury yoga mats and monogramed indoor shoes.
03
Surprise Launches
The announcement of new limited edition collections without initial details is becoming a popular marketing strategy for fashion brands.
Industry implications
What the Luxe Comfort trend means for industry
Where the trend changes the playbookFor
Luxury Fashion
Designer brands are offering luxury comfort products and are now targeting higher income consumers.
For
Home Fitness
During Covid-19 pandemic many consumers are doing whatever they can to stay fit and healthier and thus indulging in luxurious fitness and yoga equipment.
For
Marketing
Surprise launches and limited edition collections without initial details are becoming popular marketing strategies for fashion brands.
Workshop question
How will your brand adapt to changed lifestyles in the long term?
Trend signals
Trend signals for Luxe Comfort
Trend score 4.3 out of 10, from popularity 52%, activity 67%, freshness 9%.
Popularity52%
Activity67%
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 Luxe Comfort trend
5 featured examples from Jul 14 to Nov 4, 2020CategoryLuxury
Luxury Camping Apparel
The North Face X Gucci Just Announced a New Collection with Limited Details
The North Face and Gucci collaboration highlights the potential for high-end fashion brands to expand their offerings to outdoor and camping apparel.
CategoryLifestyle
Luxe Mink Sleeping Masks
Louis Vuitton Introduces a Luxury Eye Mask Made from Soft Materials
Potential for growth in the market of high-end fashion accessories, including luxury eye masks.
CategoryLuxury
Luxury Monogram Indoor Shoes
Dior Recently Unveiled the New 'Chez Moi' Slide and Ankle Boot
Luxury fashion brands can take advantage of the trend towards comfortable yet upscale loungewear, paving the way for innovative product offerings.
CategoryLifestyle
Designer Monogrammed Yoga Mats
Louis Vuitton's Yoga Mats are a Luxe Alternative
The fitness apparel industry can embrace the trend of luxury fitness accessories by collaborating with high-end brands to create premium workout clothing and gear.
CategoryLuxury
Lush Logo-Centric Regal Bathrobes
Versace Adds a Sense of Luxury to a Bathroom Accessory
Luxury fashion industry can capitalize on the trend of offering regal bathrobes to enhance the bathroom experience for consumers.
