Brands are launching comfort-focused and performance-driven home attire
Trend - Brands are debuting comfortable fashion items, designed to support consumers when they are at home. The silhouettes are not only packed with performance-driven features—from quick-drying fabrics to flexible constructions—but they are also made to be stylish.
Insight - The balance between aesthetics and functionality is a driving force of consumer purchasing decisions and individuals who are embracing the work-from-home lifestyle, or those who generally prefer to spend more time indoors, are creating a demand for comfortable and stylish products. When these needs are met, consumers feel better supported in the home environment, allowing them to concentrate better on tasks or be more relaxed—which is especially important to those spending increased amounts of time indoors.
Insight - The balance between aesthetics and functionality is a driving force of consumer purchasing decisions and individuals who are embracing the work-from-home lifestyle, or those who generally prefer to spend more time indoors, are creating a demand for comfortable and stylish products. When these needs are met, consumers feel better supported in the home environment, allowing them to concentrate better on tasks or be more relaxed—which is especially important to those spending increased amounts of time indoors.
Workshop Question - How might your brand increase consumer comfort?
Trend Themes
1. Comfortable and Performance-driven Home Attire - The demand for comfortable and fashionable products that support work-from-home and indoor lifestyles is driving brands to launch clothing with performance-driven features.
2. Glamorous Work-from-home Collections - Fashion brands, like Dior, are releasing luxurious yet comfortable clothing lines for consumers to wear while working from home, focusing on balancing comfort and style for video calls.
3. Functional Spring Activewear Collections - Major fashion retailers are focusing on the basics with versatile, sustainable, and stylish activewear collections designed for individuals to wear while staying indoors and working out to cope during the pandemic.
Industry Implications
1. Fashion - Fashion industry professionals can innovate by designing fashionable home attire that has performance-driven features to cater to work-from-home and indoor lifestyles.
2. Athletic Apparel - Fitness clothing manufacturers can tap into the growing trend of functional and sustainable activewear, featuring comfortable designs for indoor workouts.
3. Luxury Retail - Luxury brands can offer high-end casual fashion items, such as a balenciaga home sandal or Dior's Chez Moi collection, that cater to consumers' remote lifestyles without sacrificing style for comfort.
8 Featured, 72 Examples:
219,120 Total Clicks
Date Range:
Feb 19 — Mar 21
Trending:
Warm
Consumer Insight Topics:
