Focusing on investigating and discussing the impact of Covid 19 and related restrictions on personal wellness and the resultant shifts in lifestyle . Furthermore , the response from global brands to accommodate the rising wellness conscious routines and travel are discussed as well. Moreover investigates novel design innovations in the domains of fashion and wellness to support the new altered lifestyle in the new normal.
Covid 19 and its related restrictions have led to a considerable deterioration in physical, mental, and social wellbeing of people. It is expected that there will be a rise in wellness tourism once the travel restrictions are uplifted where people travel not only for scenery and adventure but also to socialise with friends and be physically active.
However there seems to be a problem when finding clothes that are comfortable enough to relax and be social while being functional enough to move around and be active.
Chapter One
1.0 Impact beyond that of the virus on wellness and lifestyle during the pandemic period
It has been a major issue for the majority of the population in many countries to find work-life balance ever since the onset of the Covid1-19 related restrictions. Separation from work and personal life started to blur at an increasing rate as people started doing more and more ac.vi.es at home, be it office work or working out. Consequently, it is evident that productivity has fallen, the engagement with friends, family and peers has gone low and the dependence on internet has become substantially high. Moreover, there are many adverse effects to one’s mental health as a consequence of prolonged periods of isolation. It is reported that there has been sharp rise in mental health issues such as anxiety, depression, loneliness during the Covid19 lockdown periods where some cases have resulted in suicide as well. Hence it is evident that coronavirus pandemic has deteriorated mental, social, and physical health and wellbeing of people across populations of all demographics not only through the direct impact of the virus, but also indirectly having to resort to an isolated and a socially disconnected lifestyle.
1.1 Effectiveness of Technological Adaptations by Global Brands to combat deterioration of health and wellbeing.
Responding the pandemic crisis, many industries including fashion industry had to adopt technology to remain in business through online retail to online stores powered through Augmented Reality.
Given that context , several athleisure brands have embraced virtual fitness technology in an attempt to facilitate a physically active lifestyle right within the comfort of one’s home. The fitness mirror introduced Lululemon is one such example.
However, it is questionable how effective these virtual technology could be. While such virtual fitness indeed provide the incentive to get up and move more, they still cannot substitute the scenery, human connection, or freshness in the air one would experience exercising outdoors. Hence it is safe to speculate that individuals of all population segments would be craving to go out, be active and rekindle human relationships once the covid restrictions are eased out.
Furthermore, an Amazon has attempted to virtualise tourism which is another aspect of human lifestyle tourism. Paradoxically, it allows one to go out and explore while staying in . YouTube celebrities: Matt and Abby recently shared how they virtually went on a trip to Italy and learned to cook traditional Italian cuisine. While virtual fitness mirrors encourage movement despite the lack of a natural feel, these virtual tours offer no value in terms physical activity as they are available to be purchased online at the click of a button while sitting comfortably on your couch. However, it worth Mentioning that these virtual tours could provide mental relaxation to a certain extent .
1.2 Rise in demand for Athleisure wear as all-day wear for at-home economy resulted from the pandemic.
“I have been wearing hoodies and sweatpants for so long I think I’ve forgotten how to operate buttons.”
According to Tru-Fit’s fashion genome, there has been an 85% increase in orders for athleisure wear in USA in recent past . It is observable how people are inclined to settle into athleisure wear as primary choice of clothing across all activities like from home exercises to work at home. Thus, the home-based based economy has blurred the need for purpose and occasion-based clothing. The sharp decline in the sale of dresses by 30% in contrast to the increase in sales for athleisure wear during the pandemic months is demonstrates the surge in preference for clothing that can be worn all day for a multitude of activities. Moreover, the pandemic has made a shift in perspective towards clothing. It has shown how athleisure garments could be more convenient and effective than conventional purpose-based garments. Thus, it is safe to speculate that such a perspective shift could be persistent even after the pandemic. Moreover , this is a more sustainable practice as one would be able to reduce the number of items purchased, thus ultimately reducing fashion related waste.
Chapter Two
2.0 Will commercial gyms dry out as people are forced invest in at-home gyms amidst the lockdowns?
WGSN Report titled “Remote Workouts: Product Priorities” Identifies an emerging segment in the fitness market in response the Covid 19 related environment as “at home elites”.
It is the segment of consumers who have invested in building mini gyms and home studios at their residences as the gyms were shut down amidst the pandemic. According to Business Insider, there has been an increase in the purchases of Gym Equipment by 419% despite the fact that the prices increased from 55% compared to previous year on the period from 24th March 2020 to 17th April 2020.
It can be argued that it is highly improbable that these at home elite would return to commercial gyms as these consumers have invested a substantial amount of money on gym equipment. Savanthi Perera, one of the interviewees testified that she too has invested in building a home gym as she lost access to her commercial gym when lockdowns started. She further mentioned that she has no intention of returning back to her old gym even when the covid 19 crisis situation is over.
Moreover, a recent study done by The New Consumer has shown that 66% of the population has shown interest in home-based workouts. Furthermore, it has shown that out of 82% of millennials who have tried home based workouts at least once, 81% has shown long term Interest in working out at home.
Hence, it is safe to conclude that a significant proportion of the population, who once worked out in gyms would permanently adopt at home workout routines considering factors such the financial investment. the convenience, comfort, privacy freedom they would enjoy at home.
2.1 “Exercising Snacking” as a novel strategy to conveniently integrate fitness into the already existing daily routines
It is observable that there is an emerging segment of population who are accustomed to exercise in multiple busts of quick workouts spaced throughout the day. These consumers have a flexible lifestyle to integrate wellness activities amidst their daily chores. According to a study done by ClassPass , it is shown that 15–30-minute workouts on apps are the most popular workouts. Moreover, according to Google Trends, a 50% increase has been observed in the google searches with keywords such as 8 min ab workouts, 15 min ab workouts, etc. According to WGSN report the lifestyle of these consumers tend to be “work-to-workout.” Further elaborating this concept through an example. they would seamlessly switch from a 15 min ab workout to a zoom board meeting. Moreover, 35% of the participants of a primary research survey indicated that they would prefer working out in several short busts throughout the day rather than cramming a full-length workout into an hour or more.
Addias has identified this newly emerged segment in the market and has introduced GamePlan A encouraging people to balance their work and life by promoting the Adidas Runtastic 15 minute home workout plan.
Chapter Three
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
Hence, it is safe to conclude that there is an emerging segment of the population would demand clothes that enables them to seamlessly transition between working out and doing other chores and activities throughout the day. Therefore, cross functionality would be a primary requirement when designing clothes targeted at this segment of the population.
2.2 Prioritising mental Health when approaching personal holistic wellness
According to Ypluse, 41% millennials and Genzers claim that their mental has been negatively impacted due to the pandemic. The use of the hashtag #selfcare has been raising up on social media, depicting content portraying exercise and practices of mindfulness. As a response the pandemic situation many consumers have turned toward fitness to boost their moods. Hence, a new community of holistic wellness conscious millennials and Genzers has emerged. Furthermore, it is important to note that these consumers demand for soft performance wear that would enable them to be active and be mindful empowering the mind and body balance. Moreover, this particular segment of the population gives colour psychology a substantial priority when selecting clothes. 60% of the participants who took part in survey conducted as part of the primary research indicated that they have begun to consider the colour psychology when selecting activewear.
Ghost Flower is an example for an e brand that cater to this newly emerged market. Additionally, millennial and Genzers would consider alternative wellness activities such as mid workout recovery, acupuncture, eastern medical therapy to supplement with conventional physical exercise. Ghost Flower places their logo pointing at the key acupuncture points. This helps the consumer to get acupuncture therapy while getting a workout, thus helping to increase performance and vitality. While it is questionable how effective alternative and supplemental wellness procedures such as acupuncture, integration of mental wellness along with physical wellness is definitely a progressive step towards adopting a holistic approach towards fitness.
2.3 Rise of Wellness Tourism means of socializing and revitalising mental and physical health in post covid era
According to the global wellness institute there are two types of wellness travellers, and they are categorized as primary and secondary. Primary travellers are travellers who travel primarily to a des.na.on with wellness facili.es, their sole purpose of the tour is visiting wellness centres such as des.na.on spas and secondary travellers are those who would prioritize personal wellness while on a business or a leisure trip. They would attempt to stay active, eat healthy food and meditate while on a trip even though such ac.vi.es are not the primary goals of the trip.
The pandemic has made people rethink their lifestyle. Health and
wellness have never been important as it is today. Covid 19 lockdowns forced people to remain indoors for a prolonged period of .me while shutting off interaction with friends and family. Hence, people are yearning to travel once the restrictions are lessened. A survey conducted by Medical Tourism Association on 48 countries found that over 78% people have wellness tourism as travel plans once covid 19 restrictions are eased out.
Given this context international tourism service providers such as Hyatt Hotels, Rosewood Hotels, etc have started to restructure their infrastructure to offer in house wellness experiences such as yoga classes, spa treatments, fitness studios Etc. Travelling is a prime opportunity to be
physically active, mentally relaxed and socially connect with friends and family. Hence, it is safe to conclude that there would be a surge in
travellers who would take wellness focused holidays once the covid 19 diminishes in severity.
2.4. Contrasting climates within a small geographic as a challenge faced by Wellness Tourists in Sri Lanka.
Sri Lanka too is a prime des.na.on for wellness conscious travellers. Sri Lanka offers a diverse array of wellness experiences from Ayurvedic retreats to upcountry hiking to surfing in the down-south. Youtuber, Blogger and Digital Nomad Johnny FD in his Vlog about Sri Lanka, men.ons how Sri Lanka is a country comprised of locations with contrasting and diverse climates and how each location is hours within each other. Nuwara Eliya and Galle being two different ci.es situated just apart from each other is a fine example for the above statement. Nuwara Eliya is composed primarily of a cold climate, o:en referred to as Little England, while Galle being the opposite and quite comparable to the Caribbean. While this contrasting diversity in climate is tempting for an adventurous traveller, it poses a challenge to them to pack and wear clothes to suit different climatic conditions. For example, one would simply wear a skinny while in Kandy but would need multiple layers of Clothing to face the cold climate in Nuwara Eliya which is just 2 and hours apart. Therefore, wellness travellers, specially within Sri Lanka, would demand for cross climate apparel to combat the contrasting differences in climate within a small geographic area.
