MY FASHIONMONITOR INTERVIEW: “WELLNESS TODAY”
I recently had the opportunity to share some thoughts with FashionMonitor.com for an interview ahead of a panel at the Festival of Marketing, on which I sat to discuss trends in the fitness industry. The interview caused me to think quite alot about several of the challenging topics posed to me. FashionMonitor presented a gently precised version of the interview HERE, but for those looking to explore the more complete answers I scribed, click MORE below to get my full thoughts on the trends shaping the industry at present and over the coming years, along with perceptions surrounding the influencer marketing world.
- i) PT as an occupation has gained mass popularity – social media has transformed and glamourised the job of working in fitness.
- ii) ‘The gender swap’ – women train more like men and men train more like women.
- iii) With mass popularity in social media and health there’s been a sort of ‘information overload’,
- iv) This has sparked the growth and evolution of countless different flavours of ‘fitness communities’
- and finally v) sports fashion ‘Athleisurewear’ has completely reinvented itself.
- bespoke tailoring is a thing. Adidas custom body scans, the speed factory that scans your foot and 3D prints a shoe that fits within the hour whilst you wait.
- Conscious sustainable production. Small batch creations imbued with ethical values, like the Adidas Parley for the Oceans collaborations.
- On the one hand people have become more mindful of how they use social media, perhaps more selective and time conscious (setting reminders etc), tuning out of content that imparts stress,
- On the other hand brands are spending more money to work with influencers than ever before, as well as finding new and innovative ways of promoting themselves. There are constant trends coming and going. At the moment, I sense the trend is very much for a brand to be ‘passionate’ about something – whether it’s taking a stand for the climate, following in Greta Thunberg’s footsteps, or being a ‘conscious consumer’, gender equality, or matters of migration.
- Not only have *brands* invested in social media, it’s becoming ever more of a platform for activists, politicians as well as influencers. It is a way to excite and rile up communities.
- As the young Social media user base evolves and grows up, so too will the platforms. New platforms spring up like TikTok for new users, but the core platforms that for the base of social media have been established now.
- The way we interact with those will change. People engage in longer form content but also the attention span is super short. It is a medium of significant contradictions.