Mega Trends Fall/Winter 26/27

Business is becoming a data-driven labyrinth, and the urgency of keeping up with the information, especially with the EU directive of Ecodesign coming into effect, cannot be overstated. This directive covers sourcing, recycling, and end-of-life, and failure to comply could put your business at risk. But fear not. While we may feel like we could be drowning in data, we should already be well-placed in transparency and traceability as a collective.

Transparency, a critical proponent for the sports and outdoor sectors, brings numerous benefits. It not only sets us apart from other textile sectors but also makes certification throughout the supply chain more accessible. Brands can use transparency to connect with consumers, offering re-use platforms and repair services that are widely available. It's time for producers to take responsibility for their products along the value chain, including at the end of life and how they will be disposed of. This transparency reassures consumers and stakeholders of our commitment to responsible practices. 

Communicating content to the consumer should be kept simple, avoiding overwhelming them with information. Consumers trust their brands and believe they are doing the right things, so keep doing that. Communicate through emotional messaging, but keep it straightforward. Repair and take-back schemes must grow, offering easy options for connecting with the consumer.  You want consumers to value their clothes and treat them like treasures, investments that will keep returning; just the simplified inclusion of how clothes can be cared for to ensure the very best will help them buy better, buying less.

Renewable energy, vertical production bases from fibers to final products, improved wastewater management, and reusable waste lead to more efficient factory bases and responsible productions. Let's clarify that we are here for the long term, but common sense has to play a part. By 'common sense', we mean making decisions that are practical, ethical, and considerate of the long-term impact on the environment and society.

Once seen as a disruptor, digitalization has now become an essential part of modern living and business. The agility and efficiency of digitally transformed equipment can revolutionize the industry, from waste reduction to AI-driven processes.  Cloud chain technology at an industry level can significantly reduce overproduction and excessive inventory. The potential of augmentation, AI, and digitalization is vast, and it's inspiring to see how it can benefit the industry. 

AI in circularity is a game-changer, especially in the mechanical stripping of garments. Its ability to distinguish one fiber from another with ultimate precision is unparalleled. 3D-generated samples make the supply chain accessible throughout the different stages, and they can be controlled and manipulated by human input, creating a more efficient outcome.

For the industry, the dawning of the Digital Product Passport (DPP), an essential item, is a clue in the name! However, from a B2C directive, the communication needs to be clear, and a label-free option is to connect with a QR code, accessing the data if required. Documenting the history of a product's heritage through to its owner's history is incredibly beneficial, especially in the pre-loved market, which is estimated to be worth 100 billion dollars globally, according to Statista, by 2026. There is potential for brands to create take-back and resell platforms, but you need digitalization to see it through.

Connectivity is not just important for consumers, it's critical. AI workout apps and personal trainers are becoming increasingly popular, reflecting the demand for digital solutions in the fitness industry. Walking is the new breathing, but always with a smartphone. In omnichannel environments, it's crucial to remember the connections between consumers and their online purchases.

Moving on to humanization, remember the primal needs we mere mortals require. The first is protection, a cornerstone of the sports and outdoors industry. We excel at creating products that perform and function in any environment. But what sets us apart is the human touch in the final stages of development-the wear trials, the physical fit and feel. This is where our commitment to quality and reliability shines through. 

Any data-driven force can not mimic this, nor can the peace of mind or the feeling of exhilaration achieved from sports and outdoor participation. The same is true for creativity; consumers want different; you only have to travel through social media to see self-expression through art, music, and dance. The same can be said for retail as the ‘phygital’ experience - physical bricks and mortar versus clicks, as IRL experiences and environments backed up by IRT digital support and connection, encourage motivation.  

Our primal instinct for survival is deeply ingrained in our surroundings, and in the 21st Century, these surroundings have evolved. However, the challenge remains, especially with the rise of digitalization. This is where our industry plays a crucial role. We see sports and outdoor activities as more than just leisure; they are linked to physical and mental health. By promoting human-to-human (H2H) contact and conversation, we encourage movement and well-being, making us all responsible for each other's health. 

We are a collective in the industry through our supply chains and must extend this to the consumer. Creating a product isn’t enough; there must be more. Physical and online communities are emerging, allowing growth and encouragement for a better lifestyle.