Women's fashion preferences are constantly changing. From an unwavering demand for comfort and functionality, to an increased focus on eco-friendly fashion, here are five women's fashion market trends to know.
Trend #1: Inclusive fashion
All women deserve stylish clothes regardless of their shape, size, or physical ability. As more women shift their focus from old beauty ideals to embracing the bodies they have, brands are staying ahead of the trend by creating more inclusive lines. From plus size and petite lines to adjustable waist bands, brands are diversifying their creations to promote body positivity.
Research by Mintel showed that 41% of Gen Zers prefer brands that represent their identity. Diversifying your fashion lines will undoubtedly draw more customers to your brand, and will be especially useful for winning the long-term loyalty of younger generations.
Trend #2: Sustainable fashion
The fashion industry produces more emissions than maritime ships and international flights combined, and it’s the second-largest consumer of the world’s water supply, according to the World Economic Forum. Imagine, it takes 700 gallons of water to make one cotton shirt — that’s enough to feed one person at least eight cups of water every day for three and a half years. A pair of jeans requires 2,000 gallons of water.
Needless to say, the fashion industry has a huge impact on the environment, and consumers are taking notice. Millennials and Gen Zers are making more eco-friendly fashion choices by embracing second-hand clothing options. Many brands are becoming more mindful of their environmental impact, and they’re making adjustments accordingly, such as developing buy-back programs, operating second-hand stores, and carefully sourcing their raw materials.
Trend #3: Comfort and functionality
Consumers are demanding style, comfort, and utility with every piece they purchase, and brands focusing on functional apparel are growing in popularity. The functional apparel market is expected to reach a value of 505.85 billion by 2030. More people working from home, a growing focus on healthy living, and advancements in textile technology are key factors driving growth in this segment of the market.
Some noteworthy trends in the functional apparel market include:
- Smart fabrics - fabrics built with sensors to monitor wearers' body temperature, heart rate, and hydration levels.
- Compression wear - clothing that improves circulation and reduces muscle fatigue.
- Athleisure - comfortable clothing suitable for both athletics and everyday wear, typically made from soft, stretchy fabrics.
Trend #4: Convenience shopping
In-store shopping is still the preference for most women, but the popularity of online shopping for
clothes is increasing. Online retailers offer vast product catalogs with the click of a button, many payment options, and access to regular discounts and deals.
Online retailers are using things like virtual try-ons and 3D technology to enhance the shopping experience. To capitalize on this growing market channel, consider partnering with more retailers that prioritize eCommerce shopping, or those with the ability to support both online and in-store experiences.
Trend #5: Social shopping
Many consumers rely on social media for fashion inspiration. Visual and messaging platforms like TikTok, Instagram, Pinterest, and Snapchat allow shoppers to scroll through various collections to gain inspiration, or to easily reach out to fashion influencers for advice. To keep up with this trend, many brands and retailers now prioritize social media marketing, which often includes working with influencers to build an online community.
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