Textile Insight

universal language of functionality. David Karstad, Polartec VP of marketing and creative director, explains, "Our fabrics are part expert level equip- ment and part entry-level, cozy accessory. This is because one need not be an expert to appreciate comfortable garments. In fact, it's comfortable garments that provide a tangible welcome to new participants." So, too, the desire for textile durability. "The need for high performance rain protection is the same whether you're a day hiker or multi-night backpacker. But performance must also mean long term durability," explains Martin Flora, VP business development with Green Theme Technologies. "If waterproofing eliminates PFCs but doesn't work or last, then that's clearly a waste of water, energy and ultimately consumer's money." Thermore's messaging has a similar narrative. "The end user is changing their shopping habits and are increasingly aware of what they are wear- ing; respecting not only themselves but also their impact on the surrounding environment," states Andrea Delachi, Thermore communications direc- tor. "Thermore is very focused on these issues, as the company has long realized that durability and sustainability are very much intertwined." Matthew Betcher, creative director, ALLIED Feather + Down, believes the current marketplace "calls for a new narrative and a new language for functionality. Functionality, like sustainability, is now something that needs to become systemic and no longer in a long series of bullets." Easy Does It Execs emphasize that today's messaging should be told quickly and digested easily. Communication also needs to be concise and consistent, sophisti- cated yet simplified. Speed is key, say execs, who point out the virtue of video, which they say can tell a complex story in five seconds or less. eVent fabrics' focus from the start has been on "top of the mountain" athletes and nuances of performance, however, those stories are not reso- nating now, according to eVent fabrics president Chad Kelly. "We used to talk about numbers, like water columns, et cetera , but when you get into the numbers game, that narrows down your audience." Kelly adds, "eVent has attracted the 'techy folks' but it's really about staying dry and comfortable." Kelly says there has been a big shift in the past three months, as the firm refreshes its website to be more user-friendly and end-use oriented, which includes simplifying its messaging. "We've pulled back on the tech hierarchy approach and ushered in a use-based hierarchy, moving away from focusing on the complicated membrane process," says Kelly. He states, "The main focus of the new approach is: How that person will benefit from what we offer. They don't need to know exactly how that happens, just that they will benefit. We need to weave in our tech story but it can't be so complicated." The brrr brand nomenclature and storytelling has a heavy scientific thread running through it, yet is presented in a way that is easy to understand and visually appealing. According to Mary-Cathryn Kolb, brrr president, the brand's identity is "built on a foundation of curiosity, innovative thinking, deep scientific research, trial and error as we explore ingredients and formulas, persistence even in the face of adversity and setbacks, and a relentless drive to keep pursuing better cooling technology." A Performance for All Approach Inclusivity is trending across all business sectors, and increasingly, a "performance for all" approach is resonating with the active community. Suppliers' traditional target audience, the pinnacle players – both the brands and the athletes – has given way to a broader point of view. "One way we are expanding our brand is in the area of inclusion," states Polartec's Karstad. "From the organization we are building, to the messages we promote, to the storytellers we work with, we are focused on presenting enthusiasts as the diverse group of people they are. By featuring those in front of, and behind, the camera, our recently launched campaign 'Outdoors are for Everyone' shines a light on what unites this diverse mix of people- a love of the outdoors and having fun in it. After all, isn't that the true performance functionality of our fabric?" ALLIED's Betcher weighs in stating, "Things like technical performance and fashion / urban lifestyle are blending fast. More and more, you see fashion houses building technical apparel and outdoor brands doing collaborations with fashion and streetwear designers. There is a reason VF purchased Supreme… this is the future, where urban activities are given just as much cred as sending a 5.10. And only when sitting on a stoop in Detroit is just as valuable to outdoor companies as free soloing granite faces will the industry have true diversity and inclusivity. And this all comes from an understanding of the new audience and a major shift in the vernacular." Fulfilling expectations of performance is an exten- sion of inclusivity as functionality is something everyone wants from their workout wear. Gary Schloss, CEO, GHS Holdings Inc.,distributor of HDry technology in NA, explains,"By definition functionality is based around the assumption that any technol- ogy allows for product quality being suited to serve a purpose well. It needs to be able to fulfill certain expectations." He continues, ``By eliminating excess moisture our product categories are more comfort- able, remain lighter and dry faster when exposed to wet weather conditions." Karstad elaborates on this point, saying, "Consumers expect their fabric and garments to perform. They've never known life without waterproof shells or tem- perature-regulating midlayers. So when talking about function, we have to be careful to not get too 20 • Textile Insight ~ March/April 2022 textileinsight.com PERFORMANCE TODAY "It's about longevity and allowing products to last longer with a larger mission of improving the environment by reducing waste." NICK BROSNAN Global Marketing Manager, Polygiene "Consumers are continuing to demand more from their clothing, with the theme of 'buy better, buy to last' resonating across the globe. And to accomplish this, individuals are investing in functional lifewear that offers comfort, durability and versatility." PRESTON BRIN VP Global Marketing, 37.5 Technology "By definition functionality is based around the assumption that any technology allows for product quality being suited to serve a purpose well. It needs to be able to fulfill certain expectations." GARY SCHLOSS CEO, GHS Holdings Inc. "The brand's identity is built on a foundation of curiosity, innovative thinking, deep scientific research, trial and error as we explore ingredients and formulas, persistence even in the face of adversity and setbacks, and a relentless drive to keep pursuing better cooling technology." MARY-CATHRYN KOLB President, brrr

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