Consumers search for apparel that reflects their beliefs
Implications - Millennials aren't just more likely to shop ethically; they're also more inclined to purchase garments that visibly champion their beliefs. In a digital age of personal branding, fashion exceeds mere aesthetics and propels towards empowerment. Brands that align themselves with consumer values through design will ultimately create meaningful relationships with younger, cause-driven consumers.
Workshop Question - Does your brand make an effort to align itself with consumer values? If so, how do you communicate this to consumers?
Trend Themes
1. Social Activism in Fashion - Fashion is no longer just about aesthetics, but it's also about empowerment and aligning with consumer values through design to create meaningful relationships with cause-driven consumers.
2. Inclusive Advertising Campaigns - Brands can combat transphobia, body shaming and sexism by deviating from conventional standards of beauty through a diverse cast of models and inclusive messaging.
3. Slogan-based Apparel - Consumers can use fashion as a tool to boldly convey their opinions on social movements through slogan-based apparel, hats, and accessories.
Industry Implications
1. Apparel Retail - Inclusive advertising campaigns and empowered feminist apparel offer disruptive innovation opportunities for apparel retail to strive towards a more diverse marketplace.
2. Fashion Accessories - Slogan-based apparel is a popular trend, and businesses can create empowering hats and accessories with positive messaging and feminist slogans.
3. Beauty Industry - As more and more women embrace an ungroomed aesthetic and openly project a fearless image, the beauty industry may see a shift in focus towards natural and inclusive products.
6 Featured, 50 Examples:
400,763 Total Clicks
Date Range:
Aug 15 — Sep 16
Trending:
Hot
Consumer Insight Topics:
