At April’s PERFORMANCE DAYS exhibition in Munich, INVISTA shared new insights on consumer needs for cooling, compression and shapewear fabrics – and presented various fiber and fabric solutions to create value from these evolving trends. Over 100 attendees participated in specialist workshops that explored market opportunities for the latest in compression and shaping technologies and for garments with superior temperature management properties.
The agenda for both sessions included the findings from recent consumer research conducted in China, Germany, Japan and the US which analysed demand for a broad range leisure and performance wear. This identified two groups of high-value, technology-oriented consumer segments which account for an estimated 40% of category spending and strongly influence its direction.
The INVISTA team outlined how LYCRA® fiber and COOLMAX® fabric technologies could address a spectrum of these needs from breathable comfort and freedom of movement to higher levels of compression, muscle support and shaping. The message was clear: consumer expectations for the performance of their activewear and athleisure is increasing, and with these challenges comes opportunities in both product development and marketing to cater for these evolving needs. Huw Williams, Global Segment Director for Activewear & Outdoor segment stressed the difference between generic stretch and INVISTA fiber variants that deliver different combinations of benefits. “The INVISTA portfolio includes over 50 LYCRA® fiber variants. When you take dtex densities into account, there are over 200 individual SKUs. The more you’re familiar with what’s available, the more precisely you can address consumer needs.”
Audience interest varied from swim and legwear to leisure and activewear, but feedback indicated that there was something new for everyone, across categories and up and down the value chain. The workshops were a new addition to the PERFORMANCE DAYS agenda. Simon Whitmarsh-Knight, European Marketing Director, welcomed the opportunity the workshops created to explore and develop common interests. “Their success reflects the growing value of product and technology briefings for our trade customers working in these fast-moving sectors where global competition is hot but the rewards for leading the innovation cycle more than justify targeted investment.” Stefanie Sacherow, Senior Project Manager at PERFORMANCE DAYS and initiator of the new workshop format for exhibitors like INVISTA shows herself very satisfied: “ We are aware that besides the classical products like functional fabrics and accessories there are new, innovative technologies and service providers which need more explanation. INVISTA is a leader in the industry, helping designers, purchase and product managers with their knowledge to create fascinating functional outfits. The success of the INVISTA workshops is proof that our fair’s tools are the right approach both for presenters and visitors. We are looking forward to November 16-17th and the next round of INVISTA workshops in room R10 at PERFORMANCE DAYS”.
Be ready to book your place for further INVISTA updates at the next PERFORMANCE DAYS event in November!