Fitness brands specialize their offerings to protect against the cold
Implications - Motivated by extreme fitness culture, more novice athletes and fitness-goers are braving the cold for the sake of exercise. As a result, they are seeking gear that is specially formatted for the cold without skimping on style. Performance apparel in this vein is not overlain with excessive features, but singularly combats a top-of-mind issue, appealing to the emerging athlete. This progression speaks to the importance of simplification and specialization in reaching new consumers.
Workshop Question - Where can you specialize in order to attract a new kind of consumer?
Trend Themes
1. Cold Weather Athletic Gear - Companies are producing performance apparel specifically designed to combat the cold and protect athletes from the elements.
2. Athletic and High-fashion Convergence - Brands are incorporating high-fashion and athletic apparel to appeal to young professionals.
3. Artistic Athletic Wear - Running apparel with artistic design cues is increasing in popularity, appealing to the aesthetic sensibilities of athletes.
Industry Implications
1. Performance Apparel - The trend in specialized performance athletics gear provides disruptive innovation opportunities for performance brands to create highly technical and streamlined gear specifically designed for extreme climates and environments.
2. Athletic and Fashion Brand Partnerships - Fashion and athletic brands can create disruptive innovation opportunities by collaborating and providing elegant athletic wear to upscale young professionals.
3. Art and Athletic Performance - Athletic apparel brands can explore new ways to appeal to customers by incorporating artistic elements in their apparel, providing disruptive innovation opportunities for artistic consumers to appreciate athletic wear and appeal to their sensibilities.
4 Featured, 36 Examples:
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Date Range:
Nov 15 — Nov 16
Trending:
Hot
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