sportstyle

66 • May/June 2022 sportstyle • sportstylemag.com We surveyed 397 consumers. Here is what they told us. POWERED BY www.mesh01.com Athlete endorsement. Male 39 Expounding on new technology / material and how these new innovations benefit myself as a runner. Male 38 Made in the USA. Female 31 at the item can be given back to the company for recycling again into new products for free, and given a discount for future purchases. Female 31 Where it is made, where the materials are made and how it performs. Female 45 Imagery. I am a visual learner. I don't want to read about it, show me. Male 25 I want to see the products on people with different body types so I can make a more educated guess on how it will look and fit on me. I also like to see people doing different activities and get more detailed information about the fit and performance. Female 34 Bullet lists of features and functions - keep it short and concise and provide resources to learn more (links, QR codes, etc.). Male 39 High performance, but made under ethical conditions and in a sustainable way. Male 40 When a brand uses their athlete team to tell stories about connecting to the land and to remote places, presumably only accessible in that way due to the specific product being sold (trail running shoes in the deep desert, or a winter layering system on display in the Himalayas, for example). If the story inspires me to explore, I am much more likely to purchase the product. Male 25 Information about being tested under weather elements, duration of product (how long are they expected to last with normal use, etc.) are all helpful. I usually have to go to reviews for this information. I'm tired of very low quality items, especially in clothing. Female 36 Authentic messaging from people who have used the product that I identify with as someone similar to myself. Female 38 Video of how the product is produced. Female 41 I really like clear and transparent messaging that is directly to me as a consumer. I like when brands are friendly and really go out of there was to make you feel valued. Female 31 e carbon footprint reduction. Female 32 When they talk about the impacts of their products beyond the functional aspects. I want to buy products that I feel good about buying, so I like knowing how the product is made, what values the company has, what they support, etc. Female 23 I love brand messaging that highlights the benefits of the product and how that, in turn, benefits me as a consumer. What sets it apart, and what that means for me. Female 34 Quality, comfort and made in the USA. Female 45 Of late, it is "what is this product going to be when it's functional life is over?" I'm a runner so shoes eventually wear out to the point they aren't donatable. What happens to them then? Male 39 The sense of adventure associated with athletics and athletic achievement. Male 44 Wit and humor; style and a good message. Female 40 82% 82% Who should be responsible for communicating the functional benefits of footwear? When considering a footwear purchase, what do you prioritize? Who should be responsible for communicating the functional benefits of apparel? When considering an apparel purchase, what do you prioritize? Cleaning out closets was a big trend during Covid. How do you discard no-longer-worn apparel? Select all that apply What best describes your current everyday style? The supply chain for garments and footwear includes many links. Please rank in terms of importance the link in the chain that interests you the most. (1 being the most interested in.) Activewear brands and footwear companies communicate the functional benefits of their products in new and different ways. What brand messaging resonates most with you? 1 2 3 4 5 6 14% 18% 15% 50% 85% 25% 61% 7% 19% The performance features of the shoe The brand of the shoe The companies making the performance materials featured in the shoe The brand making the shoe The brand making the apparel The companies making the performance materials featured in the apparel Put in trash Sweatshirts and sweatpants Put in recycle bin Jeans and t-shirt Donate to Goodwill Leggings and tunic tops Offer items as hand-me-downs to family and friends Khakis and fleece vest Other (Please specify) Where the fabric and product was made The level of environmental impact from the manufacturing process What country the raw materials come from Product packaging The work force conditions at the factory The raw materials used; for example,natural fibers, like cotton or synthetic fibers, like polyester 80% 84% 20% 16% 18% 18% The performance features of the apparel The brand of apparel

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