Brands are launching clothing designed to accommodate menstruation
Trend - Brands are launching hybrid apparel that accommodates women's menstrual cycles. These functional pieces, ranging from swimwear to sleepwear, include leak-proof technology and other features to soothe discomfort associated with periods.
Insight - Menstrual health isn't as much of a taboo topic in North America as people who menstruate have become more vocal about their reproductive health. Consumers now expect that brands take a stand in addressing this aspect of their health rather than discreetly addressing it. As a result, brands are offering products and services that cater to the growing push on consumers' end for the equal prioritization of women's health, forcing representation into mainstream industries.
Insight - Menstrual health isn't as much of a taboo topic in North America as people who menstruate have become more vocal about their reproductive health. Consumers now expect that brands take a stand in addressing this aspect of their health rather than discreetly addressing it. As a result, brands are offering products and services that cater to the growing push on consumers' end for the equal prioritization of women's health, forcing representation into mainstream industries.
Workshop Question - How can you tailor your products to meet underserved consumer needs?
Trend Themes
1. Catering to Menstrual Health - Brands are offering products and services that cater to the growing push on consumers' end for the equal prioritization of women's health, forcing representation into mainstream industries.
2. Period-proof Apparel - New apparel is designed to alleviate discomfort associated with periods using leak-proof technology and other features.
3. Absorbent Activewear - Activewear utilizing period-absorbing technology is providing choices tailored specifically to those monthly needs.
Industry Implications
1. Femtech - Femtech companies are offering new and innovative menstrual health products and services.
2. Athleisure - Athleisure brands are expanding their product lines to include activewear designed specifically for period and bladder leak protection.
3. Sustainability - Sustainability-focused consumers are driving the demand for reusable and waste-free menstrual products.
