Category
Fashion
Scaled Restraint
Trend cluster
Category
Performance
Couture
Performance brands offer stylistic sock selections for discerning consumers.
2.8
Trend score
Trend
What is the Performance Couture trend?
Performance Couture: In an effort to premiumize their offerings, many performance brands are opting for a high-art, designer aesthetic. Often through creative collaborations and co-branding tactics, these offerings suggest that fitness culture has become a prominent form of personal branding that consumers wish to emphasize. Style is no longer predicated on taste alone, but encompasses a wide range of consumer interests.
Trend themes
Themes within the Performance Couture trend
Three behaviours holding the trend together01
Performance Couture
Performance brands are premiumizing their offerings through creative collaborations and designer aesthetics in an effort to tap into the fitness culture that has become a prominent form of personal branding.
02
Fashionable Compression Socks
Fitness accessory retailers are now specializing in fashionable compression socks and fusing style and function to appeal not just to runners, but also to the fashion-conscious fitness enthusiasts.
03
Athletic Sock Collections
Athletic sock collections are becoming more commonplace with brands opting to fuse performance with design as well as unique collaborations to offer a wide selection of athletic sock styles to consumers.
Industry implications
What the Performance Couture trend means for industry
Where the trend changes the playbookFor
Sportswear
Sportswear brands can tap into the trend of fusing performance with designer aesthetics to engage more with fitness culture and tap into personal branding.
For
Athletic Accessories
Athletic accessories retailers can create a loyal customer base by specializing in fashionable accessories that fuse style and function.
For
Footwear
Athletic and fashion footwear brands can now extend their offerings to include performance socks that prioritize comfort and performance while also catering to fashionable aesthetics.
Workshop question
What other elements of your consumer's lifestyle could your brand play in? How would you make your branding stand out in those categories?
Trend signals
Trend signals for Performance Couture
Trend score 2.8 out of 10, from popularity 32%, activity 45%, freshness 8%.
Popularity32%
Activity45%
Freshness8%
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 Performance Couture trend
5 featured examples from Oct 21, 2015 to Feb 5, 2016CategoryFashion
Graffiti-Inspired Socks
These Unique Socks Feature Graffiti Artist Andre's Street Art Characters
Incorporating street art into fashion collections.
CategoryFashion
Fashionable Compression Socks
Run Mummy Run's Fitness Accessories Fuse Style With Function
Fashion retailers can tap into the growing market of fashionable compression socks by offering stylish and functional options.
CategoryLifestyle
Fashionable Sport Hosiery
The 1000 Mile Race Socks Inhibit Blisters, Injury and More
The footwear industry can explore opportunities to integrate performance-enhancing features into their products, similar to the 1000 Mile Race Socks.
CategoryFashion
Athletic Sock Collections
The NBA and Stance Hoops Joined Forces for a New Sock Collection
Continuing to push the boundaries of athletic wear and develop gear that enhances performance and comfort on the court or field.
CategoryFashion
Squiggly Sport Socks
The Will Bryant x Athletic Socks Feature a Black and White Squiggle Pattern
Disruption opportunity for sports apparel companies to expand their product offerings with creative and visually appealing athletic socks.
