No matter how unstable the world is, it is never wrong to stick closer to your market. Studying your consumers is an essential part when branding your products. What are the preferences of your consumers? What styles, colors, labels and expressions are they trying to seek?
This week, Arabella got more news and market trends to share with you. Among these, we guess you don’t want to miss any consumer trend reports from WGSN, one of the most authoritative global trends studying institutions.
Fibers
(June 12th) Lululemon and Samsara Eco have announced a 10-year collaboration of an offtake agreement about recycled raw materials sourcing, which underlined lululemon’s resolution to make a contribution on building a circular ecosystem for high-performance products.
Accessories
(June 18th) YKK Corp. has announced the phase 3 of their expanding factory in Nhon Trach, Vietnam, aiming to enhance their capability of product developing and production, as well as strengthening the factory as one of their bases of core technologies in South Asia to meet global demand of automation and sustainability.
Brands
(June 16th) Adidas has dropped their new tennis apparel collections inspired by British tennis tournament Wimbleton and American tennis player Stan Smith. The collection has 36 pieces including tanks and polo shirts for women, blending both with modern and heritage tennis style.
Brands
(June 13th) The outdoor brand Canada Goose has debut their second Snow Goose capsule series designed by Haider Ackermann, including light jackets, shorts and joggers. The collection blends with classic and modern styles and celebrates self-expression and nature.
Market Trends
(June 19th) WGSN has released a report of trendy consumers in 2027. According to the report, there are 4 major consumer types worth paying attention to.
1. “Privacy Guardian”
This type of consumers keep skeptical for technology and yearning for obtaining happiness and sense of control. They oppose to 24/7 online lifestyle and tend to protect personal data, culture heritage and psychological health.
Key Audience: Millennials, Gen Z, Gen Alpha
2. “Traditionalism”
They boycott fast-tempo lifestyle and involution culture and emphasize rests, creativity and personal comfort. They will redefine the meanings of success in cyber world and commit to seeking products that are able to offer offline people-to-people connection and experiences.
Key Audience: Baby Boom Generation, Gen X, Millennials, Gen Z
3. “New Separatists”
Under the timing when public voices are over professionals, they will be more careful to filter everything they receive online in the age of information explosion and expect that brands can take their accountability to fight against fake news.
Key Audience: Gen X, Millennials, Gen Z
4.“Vitality Seekers”
They are attracted by humorous and fun things and value their rights to play and have fun. They believe their own imaginations instead of AI are able to unlock more interesting, weirdo and new elements.
Key Audience: Gen Z, Millennials, Gen Alpha
Regarding 4 types of mentioned consumers, WGSN made suggesting strategies as below :
"Privacy Guardian": Emphasize brevity and safety of interactions
"Traditionalism": Design no-phone using experience
"New Separatists": Pay attention to trusts and responsibility
"Vitality Seekers": Focus on playing and having fun
Spotlight on the Latest Activewear Brand Launches
When running still the top choice for consumers in the activewear market, we can see more innovative details exists in running gears among new debuts. One of the most popular designs is perforated on tanks. Except that, flowy outer layer on shorts is also a viral element. As for color trends, softer and oceanic blues gradually took places of brighter tropic styles on colors recent 2 weeks.
Stay tuned and we will update more for you!
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Post time: Jun-26-2025