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My choice of intervention is to create my own fashion brand, which is currently in the planning stage. And I have gone to the stage of drawing out the line up.
First of all, I investigated the history of Coco Chanel, I found the movie about Chanel, and found the historical materials about Chanel.
For design, the concept of Brand is crucial, so I found the literature on How to Create a Powerful Brand Identity. For a sportswear brand, I found an example, The article’s author conducted a product line analysis of eco-designed products from a famous outdoor sportswear brand, Patagonia. The success of this brand is to find the concept of sustainable development of environmental protection, mentioned that eco-design is an important part of sustainable supply chains.
And I found the production method of green label: The literature has been shown that eco-labels enable consumers to receive product sustainability information and educate consumers’ sustainability awareness [2]. Patagonia uses eco-labels such as Blue-sign and Fair Trade-certified in its product line development [3]. Eco-labels convey sustainability information to consumers and illustrate the company’s efforts on sustainable product development [4]. Patagonia designers obey the requirements of eco-labels in product line development. For example, when the Blue-sign label is attached to new products, designers design the product with consideration of consumer safety, water emissions, occupational health and safety; when Fair Trade-certified is attached, designers may use recycled accessories, such as zips, buttons and waistbands, and attach the recycled heritage label to convey the sustainable consciousness [3]. In this paper, we focused on examining the case of Patagonia, whose eco-design is well-known and representative in the fashion company.I hadn’t thought of that before. It was a good idea to combine sportswear with environmental sustainability[5].
[1] https://www.columnfivemedia.com/how-to-create-a-brand-identity/
[2] Henninger, C.E. Traceability the new eco-label in the slow-fashion Industry?—Consumer perceptions and micro-organisations responses. Sustainability 2015, 7, 6011–6032. [Google Scholar] [CrossRef]
[3] Patagonia. Environmental & Social Responsibility. Available online: http://www.patagonia.com/environmentalism.html (accessed on 19 June 2017).
[4] Nimon, W.; Beghin, J. Are eco-labels valuable? Evidence from the apparel industry. Am. J. Agric. Econ. 1999, 84, 801–811. [Google Scholar] [CrossRef]
[5] https://www.mdpi.com/2071-1050/9/7/1136/htm
Through the research, it is found that the sales volume of sportswear in 2020 is leading in the apparel industry, which means that the sportswear market has great potential for development.The already successful category appeared to be pandemic-proof, accounting for a record high 40% of all online sales last year, according to NPD.
Form 1
According to 10 females interviewees in Beijing who are used to exercise, 80% of them are strongly dissatisfied with the restriction of single styles of sportswear displayed in Beijing shopping malls.
In view of these studies, I think I can study the topic about the impact of fashion sportswear on China’s sportswear industry.
Some useful data:
The great outdoors is the new gym
During the first wave, gyms and retailers rapidly shifted their strategies to promote at-home workouts as consumers adjusted to the new normal. Almost a year later and despite a vaccine on the horizon, key regions have found themselves faced with Lockdown 3.0, which the internet has declared hits different. As boredom and frustration builds, is the novelty of home workouts starting to wear off?
2020’s second-most popular “when” search on Google was “when will gyms reopen?.” Worldwide searches for “home workouts” have dramatically decreased since the first wave, showing an uptick ahead of the New Year when activewear and exercise interest is ripe, yet has not returned to April levels.
New year, same great you
Following the ongoing push for greater diversity in retail and fashion, inclusive representation needs to be apparent across all categories and trends in products and advertising. Activewear is no different. Sweaty Betty kicked off 2021 with its New Year’s campaign #RespectYourSweat, starring a mature roller skater, a hijab-wearing boxer, a model with vitiligo and two athletes with disabilities.
The global market for adaptive clothing is expected to increase from $278.9 billion in 2017 to nearly $400 billion by 2026 as retailers recognize the necessity of accessible, medically safe and fashionable apparel. Keep wheelchair-friendly cuts, wider neck and armholes, and adjustable footwear in mind for activewear.
With consumers experiencing a new wave of social activism, they will not respond well to exclusion. Retailers need to service and celebrate consumers at all stages of their lives and make activewear products accessible to everyone.
Inclusive sizing will continue to disrupt this category as body shape is no indication of fitness levels. Maternity activewear arriving across the US and UK increased by 147% over the past six months vs. the six months prior. However, this space still remains niche accounting for only 0.2% of products stocked over the past six months in both regions.
There is a growing opportunity for products that evolve with consumers as their body changes. Nike’s maternity range is a great example as it’s designed for pre and post-partum. As the average woman experiences 31 size changes during her adult life while the average man experiences 24, consumers won’t want to compromise their workout essentials for body fluctuations – especially given the importance of movement for mental and physical health during the pandemic.
The healthy lifestyle trend has evolved beyond diet culture, where the detox mentality associated with entering a New Year has become toxic, rendering the overdone January 1st catchcry of ‘new year, new me’ outdated. Retailers have updated their communication strategies to be more encouraging and motivational, inspiring growth instead of change. Reebok’s advertising celebrated the strength and confidence gained from surviving 2020 with the message “new year, stronger you.” Keep these kinds of communications in mind for 2022.
Hi, this is a comment.
To get started with moderating, editing, and deleting comments, please visit the Comments screen in the dashboard.
Commenter avatars come from Gravatar.
My choice of intervention is to create my own fashion brand, which is currently in the planning stage. And I have gone to the stage of drawing out the line up.
First of all, I investigated the history of Coco Chanel, I found the movie about Chanel, and found the historical materials about Chanel.
For design, the concept of Brand is crucial, so I found the literature on How to Create a Powerful Brand Identity. For a sportswear brand, I found an example, The article’s author conducted a product line analysis of eco-designed products from a famous outdoor sportswear brand, Patagonia. The success of this brand is to find the concept of sustainable development of environmental protection, mentioned that eco-design is an important part of sustainable supply chains.
And I found the production method of green label: The literature has been shown that eco-labels enable consumers to receive product sustainability information and educate consumers’ sustainability awareness [2]. Patagonia uses eco-labels such as Blue-sign and Fair Trade-certified in its product line development [3]. Eco-labels convey sustainability information to consumers and illustrate the company’s efforts on sustainable product development [4]. Patagonia designers obey the requirements of eco-labels in product line development. For example, when the Blue-sign label is attached to new products, designers design the product with consideration of consumer safety, water emissions, occupational health and safety; when Fair Trade-certified is attached, designers may use recycled accessories, such as zips, buttons and waistbands, and attach the recycled heritage label to convey the sustainable consciousness [3]. In this paper, we focused on examining the case of Patagonia, whose eco-design is well-known and representative in the fashion company.I hadn’t thought of that before. It was a good idea to combine sportswear with environmental sustainability[5].
[1] https://www.columnfivemedia.com/how-to-create-a-brand-identity/
[2] Henninger, C.E. Traceability the new eco-label in the slow-fashion Industry?—Consumer perceptions and micro-organisations responses. Sustainability 2015, 7, 6011–6032. [Google Scholar] [CrossRef]
[3] Patagonia. Environmental & Social Responsibility. Available online: http://www.patagonia.com/environmentalism.html (accessed on 19 June 2017).
[4] Nimon, W.; Beghin, J. Are eco-labels valuable? Evidence from the apparel industry. Am. J. Agric. Econ. 1999, 84, 801–811. [Google Scholar] [CrossRef]
[5] https://www.mdpi.com/2071-1050/9/7/1136/htm
Through the research, it is found that the sales volume of sportswear in 2020 is leading in the apparel industry, which means that the sportswear market has great potential for development.The already successful category appeared to be pandemic-proof, accounting for a record high 40% of all online sales last year, according to NPD.
Form 1
According to 10 females interviewees in Beijing who are used to exercise, 80% of them are strongly dissatisfied with the restriction of single styles of sportswear displayed in Beijing shopping malls.
In view of these studies, I think I can study the topic about the impact of fashion sportswear on China’s sportswear industry.
Some useful data:
The great outdoors is the new gym
During the first wave, gyms and retailers rapidly shifted their strategies to promote at-home workouts as consumers adjusted to the new normal. Almost a year later and despite a vaccine on the horizon, key regions have found themselves faced with Lockdown 3.0, which the internet has declared hits different. As boredom and frustration builds, is the novelty of home workouts starting to wear off?
2020’s second-most popular “when” search on Google was “when will gyms reopen?.” Worldwide searches for “home workouts” have dramatically decreased since the first wave, showing an uptick ahead of the New Year when activewear and exercise interest is ripe, yet has not returned to April levels.
https://blog.edited.com/blog/resources/activewear-market-analysis
New year, same great you
Following the ongoing push for greater diversity in retail and fashion, inclusive representation needs to be apparent across all categories and trends in products and advertising. Activewear is no different. Sweaty Betty kicked off 2021 with its New Year’s campaign #RespectYourSweat, starring a mature roller skater, a hijab-wearing boxer, a model with vitiligo and two athletes with disabilities.
The global market for adaptive clothing is expected to increase from $278.9 billion in 2017 to nearly $400 billion by 2026 as retailers recognize the necessity of accessible, medically safe and fashionable apparel. Keep wheelchair-friendly cuts, wider neck and armholes, and adjustable footwear in mind for activewear.
With consumers experiencing a new wave of social activism, they will not respond well to exclusion. Retailers need to service and celebrate consumers at all stages of their lives and make activewear products accessible to everyone.
Inclusive sizing will continue to disrupt this category as body shape is no indication of fitness levels. Maternity activewear arriving across the US and UK increased by 147% over the past six months vs. the six months prior. However, this space still remains niche accounting for only 0.2% of products stocked over the past six months in both regions.
There is a growing opportunity for products that evolve with consumers as their body changes. Nike’s maternity range is a great example as it’s designed for pre and post-partum. As the average woman experiences 31 size changes during her adult life while the average man experiences 24, consumers won’t want to compromise their workout essentials for body fluctuations – especially given the importance of movement for mental and physical health during the pandemic.
The healthy lifestyle trend has evolved beyond diet culture, where the detox mentality associated with entering a New Year has become toxic, rendering the overdone January 1st catchcry of ‘new year, new me’ outdated. Retailers have updated their communication strategies to be more encouraging and motivational, inspiring growth instead of change. Reebok’s advertising celebrated the strength and confidence gained from surviving 2020 with the message “new year, stronger you.” Keep these kinds of communications in mind for 2022.