The competitive world of apparel and fashion has always been seen as a fast-paced industry where new trends and rapid change are embraced, and coloring outside of the lines is essential to standing out in a competitive marketplace. While staying ahead of emerging macro– and micro– movements alike is crucial to success as a fashion brand, season after season, designers and retailers’ default to exhausted tropes such as “florals for spring” or influencer guest-designed collaborations. It seems that true innovation is ready for an upgrade as far as the ingenuity of fashion brands is concerned. As a product developer or innovator looking to have your brands’ products break away from the pack, consider materials innovation, an overlooked dimension for infusing wellness and technology into fashion apparel, allowing your brand to reach the upper echelon of luxury in the minds of consumers.
Historically, materials have been an important aspect of a product purchase with the luxury consumer. After all, the highest of society long gravitated towards luxurious fabrics such as silks, cashmeres, furs, leathers, plus anything with interesting textures or exiting embellishments. Expensive materials were engineered to provide functional enhancements such as down-feather parkas able to withstand extreme cold. Given the slower-paced society that predated the digital era, little regard was given to the inconvenience of the necessity for dry cleaning. However, the motivations of today’s tastemakers take the future of luxury fashion materials in a new direction.
The landscape of luxury fashion is undergoing a profound transformation, driven by a significant shift in what consumers expect from brands. The modern luxury shopper seeks not merely the prestige of high-end labels but demands a harmonious blend of innovation, value, and substance in their purchases, in ways that align with their modern lifestyles. Fashion companies are exploring how to create more sustainable business models, spawned by activism that no longer finds an allure in animal-based fibers and fabrics and instead gravitates towards next-gen materials and sustainable textile trends. This evolution in consumer preference necessitates that fashion brands recalibrate their strategies to cater to a more discerning and well-informed audience, allowing them to capture the coveted market share that a luxury shopper possesses.
As apparel brands and product innovators source materials that fit consumers’ new definition of luxury, one emerging market is that of textile innovations that deliver wellness benefits. The concept of wellness, once a peripheral concern in the fashion industry, has emerged at the forefront of luxury fashion’s evolving paradigm. This marked shift signifies a broader change in societal values, where the emphasis on physical and mental well-being has become paramount. As a result, luxury fashion is redefining itself, with wellness no longer considered an add-on but a fundamental attribute of luxury.
The integration of wellness into luxury fashion speaks to a growing consumer ethos that values health and well-being as integral components of a luxurious lifestyle. This evolution in consumer priorities has prompted luxury brands to rethink their design and production processes, steering towards materials and technologies that offer more than aesthetic appeal. It reflects a world where the luxury consumer invests in products that contribute positively to their lifestyle, advocating a holistic view of luxury that encompasses physical health and wellness.
Moreover, this trend towards wellness-centric luxury fashion is also fostering a more inclusive understanding of luxury. It challenges the traditional notion that luxury is exclusively about opulence and extravagance, proposing instead that the true essence of luxury lies in enhancing the quality of life. By prioritizing wellness, luxury fashion brands are not only expanding their market appeal but are also contributing to a cultural shift towards a more sustainable and health-oriented view of luxury. It is this exact democratization that allows any brand, whether they are known for their prestige or not, to generate interest (and revenue) from luxury consumers.
Even if you are not a luxury brand or wellness company, you can provide your customers with the coveted brand experience they are seeking by embedding CELLIANT bioceramic minerals into your company’s products, effectively turning any product into a wellness product. From IR clothing to high end infrared pajamas, CELLIANT partner brands are setting new standards in the industry, reshaping the perceptions of luxury in the process. Below are a few examples of our partners creating luxury apparel wellness products with CELLIANT.
CELLIANT’s most recent collaboration is with Heat Healer, the acclaimed Bondi Beach biohacking brand behind Kardashian-beloved favorites such as portable infrared sauna blankets and other wellness technologies with light therapy healing. CELLIANT was the impetus for Heat Healer to make their debut into the apparel industry, launching an infrared-infused lymphatic onesie. The inaugural garment in the larger Wearable Wellness collection is equipped with multiple wellness technologies that coincide and compound to create a luxe looking everyday outfit, packed with beauty benefits. Heat Healer is a great example of a brand that understands the psychology of today’s modern fashion consumer: seeking products that combine aesthetic design, a multitude of technological features, and ultimately benefit the health and well-being of the wearer.
CELLIANT has also partnered with Tecnica, who are a prestigious and renowned global manufacturer of ski boots and snow equipment. Consumers who gravitate towards the apres-ski lifestyle appreciate Tecnica’s perpetual innovation as they seek to lead the industry in terms of high-performance ski boots. It is for this reason that CELLIANT powers dozens of styles of Tecnica boots, specifically, in the boot liner. The IR bioceramics embedded into the liner capture and convert body heat into infrared energy, increasing local circulation in the feet, keeping feet feeling fresher and at the right temperature to extend ski sessions while reducing the recovery time in between hitting the slopes. These high-end boots for high-end lifestyles further underscore the way that brands who adopt wellness technology into their luxury products will win with their customers.
While the topic at hand has been the ways in which apparel brands should innovate their products with wellness technologies to satisfy today’s innovative luxury customers, the same can be said for any product manufacturer looking to capture more of a luxury market share. Since CELLIANT is a technology that can make any product a wellness product, not just fashion items, our partnership with Purecare is worth highlighting due to its relevance to the conversation at hand. The Purecare Recovery Sheets spare no luxury as they feature earth-friendly, sustainable materials and infrared minerals that make more restful sleep a more feasible reality. These bedding essentials are designed for the customer who is willing to splurge on infrared sheets to ensure their evening wellness is a top priority, as Purecare carves out a name for themselves as the leading provider of luxurious wellness bedding .
August 8, 2024 – Building a wellness routine that seamlessly integrates multiple activities can significantly enhance your overall well-being. By habit stacking, you create a structured approach…
May 17, 2024 – In recent years, light therapy has surged in popularity as a non-invasive, natural and effective wellness tool. From enhancing overall energy levels…
March 15, 2024 – Our society has an incredible fascination and preoccupation with one of the most natural functions in the world: sleep. On the one hand, we glorify the…
REQUEST INFORMATION
