Fashion: Solutions for the New Climate Era
Published 03 June 2024
People everywhere are having to rethink what they wear to accommodate changes in climate and unforeseen atmospheric extremes. Shielding from the sun, beating the heat and meteorological preparedness are among their evolving priorities. We highlight the wealth of opportunity that exists in helping consumers dress for the weather.
Providing Everyday Protection
Innovating for Unknowns & Extremes
Responding Better to (Un)Seasonality
In August 2023 alone, more than 100 million people in the US were operating under heat alerts (NBC, 2023), and in most global territories, this is becoming a regular reality of life. Heat and sun protection are becoming more essential, so apparel brands and retailers need to step up and deliver solutions to this growing issue affecting billions of consumers.
In August 2023 alone, more than 100 million people in the US were operating under heat alerts (NBC, 2023), and in most global territories, this is becoming a regular reality of life. Heat and sun protection are becoming more essential, so apparel brands and retailers need to step up and deliver solutions to this growing issue affecting billions of consumers.
With rising global temperatures come other weather extremes and unpredictability. As a result, preparedness for all eventualities is increasingly informing outdoor-related product development, while being ready for full-on climatic catastrophe no longer seems so silly, either. The next-gen protective apparel that might once have seemed like science-fiction fantasy is already here and meeting growing real-life needs.
The fashion industry’s reluctance to see beyond traditional calendar seasons still hampers its ability to respond effectively to the changing climate. From reframing resort wear and wet weather gear, to rethinking manufacturing models and markdown periods, there are multiple ways a brand can flex its product planning to prevent the elements from negatively impacting sales.
Fashion: Solutions for the New Climate Era
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