3.0 How Global Brands are responding to the shift in lifestyle through science backed design for Activewear.
‘’Consumers want proven performance benefits, and certainly post-pandemic, we will be seeing an increase in clinical, science-backed brands” Jenni Middleton, Director, WGSN.
As discussed in the previous chapter, various segments in the population are shifting towards wellness prioritised lifestyle.
The next generation will want wearable tech and science-backed active wear such as remote coaching, enhanced tracking will be on demand among the elite active Consumers to support and connected fitness. For an example CalTech has developed an electronic bio-sticker which can generate power through human sweat and can power up basic devices such as heart rate sensors and glucose-level tracker. Also, according to a WGSN report it has stated that the brand Hyperice has created activewear to reduce muscle soreness by using a hi-tech approach to recovery while enhancing human potential.
This is a progressive towards integrating innovation in the domain of activewear. Moreover, one can argue that amalgamation of science and technology along with fashion would attract even the less fashion-conscious individuals to purchase more.
3.1 Is Multi-functionality a novel necessity for prospective fashion?
Despite the fact that the use of multifunctional clothing has not been popular during the past few years, multi functionality is a factor that is reconsidered within the fashion markets. Recent developments within the fashion industry provide evidence for clothes that are both multipurpose and multi-functional. One such highlight is Omdanne : a collection started by the brand Solve has innovated a multi-functional permanent capsule collection that composed of three timeless aesthetically designed pieces that can be refashioned into over 30 difficult styles. Furthermore, solve proposes that garment design with a multipurpose / multifunctional approach as a path to integrate fashion production into circular economy.
Furthermore, an increase in demand for multifunctional clothing can be observed among consumers as well. According to the Coronavirus Design priority report in WGSN, it has mentioned that the word good value in the fashion market is redefined as useful, durable products which serves multipurpose will be the new drivers of value. ck of supply on such clothing within the local fashion market and clearly highlights the need for multifunctional garments tailored for the wellness tourist.
A research done by Jessica Harmen as mentioned in her WGSN report titled Considered Comfort has explored how the stay-at-home lifestyle has pushed people to adapt into using the same clothes for multitude of activities and how fashion brands will adopt by delivering multifunctional clothing to suit that lifestyle. The report stated that in 2021, households will be places of multi-tasking thus clothes will go along as it suits. Moreover, single-used products and living space will be replaced with designs that are multipurpose and adoptable. It is also stated that multifunctional clothing will be common in the near future. Citing examples, she mentions how robes that can be refashioned into coats, to ease the movement whether inside or outside the house.
One the interviewees: Nitchelle Kelly, a 21-year-old fitness and travel enthusiast mentioned one of the major problems that she faces when travelling is that she is unable to find clothing that would fit into multiple occasions for example, she wants to be active as much as possible while being relaxed enough to hold a conversation with her friends and family when she is traveling. While this statement solidifies the increase in demand for multifunctional clothes amongst the local fashion consumers it also highlights the lack of supply on such clothing within the local fashion market and clearly highlights the need for multifunctional garments tailored for the wellness tourist.
However, it is important to note that, the adaptation of fashion brands into multifunctional clothing is at an infant stage, however it is strongly observable the rise in demand for multi-functionality and the response from the fashion brands to cater to that demand. It is easy to identify the reasons behind such an increase in demand for multifunctional clothing. As mentioned earlier the change in perspective amongst both local and global the fashion consumer towards embracing multifunctional garments for convenience is one such reason. Moreover, the multifunctional garments could drive fashion into a new era of sustainable production and consumption.
“Invention, it must be admitted, does not consist in creation out of the void but out of the chaos.” (Mary Shelley)
3.2 Effectiveness of Innovations on anti-microbial raw materials protective garments as a response to the pandemic
It can be observed how the fashion brands have made innovative attempts to produce material that is antimicrobial. Out of many, Abaca is one of the recently developed eco-friendly fibres that is developed with the aid of technology. Abaca which comes from the banana plant family and is leafed based fibre that it is known to have antibacterial, moisture control and natural UVA and UVB protection meaning that it does not need auxiliary treatments towards the fabric. It grows without needing a large amount of water or pesticides, thus making it sustainable as well.
Hyperbola is another fabric that is made out of recycled oyster shells which is sourced from the food waste industry. Oyster is known to stop the odour causing bacteria from growing on fibres. Both Abaca and Hyperbola are examples for a sustainable attempt to innovate antimicrobial raw materials. Both of those are basic natural fabrics that are already antibacterial that does not need chemicals to make the fabric more innovative .
Such attempts definitely help add a protective functionality to the garments. However, it would be difficult to believe that such material would provide enough protection against disease causing viruses to replace the already practicing health measures such as wearing masks and using hand sanitizer. However, they are such an important value addition to garments and would supplement standard health and sanitary practices.
Conclusion
Hence it is clear how the Covid 19 pandemic has induced a lifestyle shifts into one that prioritizes personal wellness. The resultant wellness priori.zed “New Normal” has prompted a surge in demand for clothes that let one be active while having the room to breathe and relax. Responding to these changes in market conditions, global brands have recognized and responded for the need for science and technology driven functional and design innovations within the fashion domain