Clothing warms up, protect and adorn us, it can also cool. Cooling properties of fashion are becoming increasingly important in the face of rising temperatures in climate change. The study “Consumer-Report-Sommer.Sonne.Cooling Fashion”, published by the Marketmedia24 market research institute and the GermanFashion Modeverband Deutschland EV, has illuminated the future market “Cooling Fashion”.
“Our research in the DACH region clearly shows: Consumers: Inside, functioning has long been open to innovative clothing with function,” says Sonja Koschel, Managing Director of Marketmedia24. “Against the background of the upcoming heat summer, the results are more topical than ever. ‘Cooling Fashion’ is no longer a niche, but a clear future market.”
The study shows that awareness of clothing with UV protection increases among the population. Consumers: Inside, based on labels and certain characteristics about UV protection, as many of this protection is increasingly important. After all, 47.4 percent of those surveyed in the roof room are not satisfied with the range of clothing with UV protection. In Germany alone it is 50.7 percent. The demand is particularly high with cooling properties of clothing – for example in jackets and pants.
According to the study, many consumers have: already bought clothing with UV protection inside and want more offers, with fashion quality playing a major role. Especially those who have to be out of professionally attach great importance to functional and protective clothing that is also fashionable.
The most popular channels for buying such clothing are online shops and specialist shops.
Many consumers are also ready to spend more money for high-quality UV protection and cooling clothing if you offer the desired protection and comfort.