THE PERFORMANCE APPAREL ATTRIBUTES IMPORTANT TO TODAY’S CONSUMER
An Overview of the Four Apparel Considerations, the Features That Define Them and Corresponding Benefits in Sportswear
It’s called performance apparel because the consumer expects the garment to truly perform for them in high-impact activities. Runners want to stay dry while sweating during a sprint and yogis need the leggings to stay put as they deepen their stretch. This is just the beginning of a seemingly endless array of features available when building a new garment. In our 25+ years of experience, Sport Casuals International has learned a thing or two about prioritizing the most important features and their corresponding benefits for our clients. Read on to discover the central attributes consumers are looking for and the corresponding benefits both for you and the end user.
First the Fabric
We’ve all had the experience of finding what appears to be the perfect tee shirt only to discover that the fabric is scratchy or prone to static and clingy. Or maybe the fabric felt nice, but the seams were too large and prolonged wear irritated the skin. These fabric-focused experiences can have a huge impact on whether the consumer decides to buy again or if they decide to even purchase in the first place. If the material of the fabric doesn’t feel good on the body, then it’s likely they’re not going to walk home with it. Which is why fabric is the first performance apparel attribute on our list. The actual fabric details include the composition, finish, treatment, and coatings (some naturally inherent, mechanical, or applied) of the materials. Once each of those fabric considerations are determined, the garment construction is the next important consideration, from hems, seams, and paneling to taping and sealing. All of which can easily sway a consumer on their purchase decision.
Some specialized key fabric features are moisture wicking technologies, anti-microbial/bacterial, flatlock seams, and UPF ratings. Those too large seams that irritate the skin can easily be fixed with a flatlock seam. Regular seams are made by putting two pieces of fabric on top of each other, right side to right side, and sewing along the edge which creates a flap on the inside of the garment due to the seam allowance. Flatlock seams are made by placing two pieces of fabric side-by-side and sewing the raw edges directly together – therefore there is almost no bulk. Sounds complicated? Not if executed properly – see below.
Trims and Trappings
When Sport Casuals International talks about the trim of a garment, we’re talking about adjustability, zippers, secure/weather resistant, storage, reflectivity, and elastic waistbands or drawcords (infinity or two-way). These components of the garment should be in high consideration when determining what the retailer wants the garment to do. Are large pockets with zippers needed in tennis shorts that allow the consumer to easily access stored backup balls? A runner could need reflectivity and weather resistance in their tops, bottoms or outerwear, whereas cross-fit trainers may value adjustability depending upon exercise impact. Trim of the garment should never be an afterthought and instead should be built into the overall idea of the end-user goals. Think about the user needs and you can meet that need seamlessly.
Aesthetics that Connect
It should come as no surprise that consumers want to look their best while working hard in their performance apparel. We express our identities through our clothing and performance apparel is no exception. This, we should note, is always going to vary depending on the tastes of the consumers as the individual’s aesthetic will come into play for their purchase decisions.
Regardless, there are some aesthetic choices to consider when developing your garment. Is your end user a modern consumer who closely follows the current trends? Or are they a trendsetter themselves who are always looking at the next level? Perhaps they want to play it safe with a classic look? This is also the attribution space where colors or exclusive prints are king. Finally, consider if your end user is looking for a body-shaping fit or a flattering silhouette. Just remember your apparel aesthetic should be consistent with your brand and your target consumer.
Fit for Confidence
The fit of the garment builds on the apparel’s aesthetic and involves considerations such as compression, close to the body, classic/regular or relaxed, over-sized, cropped, super cropped, or maximum coverage. The benefits of these attributes will depend on the user’s activity. For example, a golfer might prioritize a classic fit bottom whereas a hiker might need a more relaxed, loose fit to easily shake ticks off their pant legs. Consider mobility needs and ease of putting on or taking off to determine the best fit for performance activity.
Want to hear more about the performance attributes important for today’s consumer? Contact us here for more information.