Recently, what "black technology" fabrics have been produced by clothing brands?

With the gradual emergence of mainstream consumers in the post-90s and 00s, the apparel industry's consumer market has become more lively, trendy and changeable. In order to establish new communication channels with young consumers, apparel brands have adopted various marketing strategies to enhance the consumer experience. In recent years, the popular IP cross-border joint name is one of the communication channels established between clothing brands and consumers. In addition, the establishment of new retail channels based on online and offline integration and experience-oriented, changing the style of clothing and vigorously developing the “national tide” is also a common operational strategy for apparel brands.

Of course, there are also some clothing brands that are dedicated to playing different characteristics from other brands and choose to work hard on fabric details. Recently, Uniqlo and CALVIN KLEIN have launched two powerful fabrics.

Uniqlo

In March, Uniqlo and Alexander Wang featured a new series of co-branded fashion and functional integrations, which are expected to be released worldwide on April 11. This series of AIRism functional underwear, which focuses on Uniqlo, has the advantages of sweat absorption, quick drying, breathability, softness and elasticity. The principle of AIRism is to make the fiber extremely thin, so that the diameter is only one-twelfth of the hair, and the weaving results in a polygonal cross-section yarn, which has a larger surface area than ordinary fibers, and absorbs sweat faster and evaporates quickly.

Uniqlo has always given the impression that it is a comfortable foundation, and the brand is really trying to develop in this direction, as can be seen from its slogan “LifeWear Applicable Life”. Therefore, Uniqlo pays great attention to the user experience. For example, in the shopping experience, Uniqlo has established the offline “Digital Experience Hall” and the online “Uniqlo Pocket Store”. In terms of wearing experience, in order to meet customers' fashion needs and value recognition, Uniqlo will launch dozens of joint series UTs every year, and in the comfort level, Uniqlo will continue to introduce basic items covering all major categories, such as no steel ring. Underwear, sun protection clothing, cotton knitwear, and functional underwear similar to AIRism.

AIRism is not Uniqlo's first fashion-integrated lingerie. In November last year, Uniqlo has partnered with Alexander Wang to launch HEATTECH functional warm underwear. HEATTECH fabrics, like AIRism fabrics, are developed by Uniqlo in cooperation with Japanese textile fabrics Toray. According to different weaves, the fabrics can maintain 1.4 times and 2.1 times the warmth of ordinary warm fabrics.

It can be seen that Uniqlo has always adhered to the attitude of excellence in the research and development of comfortable underwear. The most unexpected thing is that Uniqlo actually cooperated with Alexander Wang in the lingerie series, which made people fall below the glasses. But think carefully about Alexander Wang's consistent design style, and I have to sigh that this joint name is really wonderful.

CALVIN KLEIN

Compared with UNIQLO's HEATTECH and AIRism, CALVIN KLEIN's recently launched 37.5 technology-denim series has increased the wind. The constant temperature 37.5 technology used in this series of denim is developed by Cocona, USA. By embedding volcanic sand or coconut activated carbon particles into the fabric, the speed of sweat conversion to gas is accelerated, and the somatosensory temperature is adjusted.

Specifically how to adjust the somatosensory temperature, the official introduction said that the active particles can enhance the flexibility and comfort of the denim , so that the surface of the skin maintains a relative humidity of 37.5% microclimate, whether in the cold or the heat to maintain a comfortable temperature.

Today, CALVIN KLEIN covers all major categories of clothing accessories, but as early as the brand was founded, influenced by the founder, denim clothing is one of the core of its products. At the same time, CALVIN KLEIN emphasizes a comfortable wearing experience like Uniqlo. Therefore, the advent of the constant temperature denim fabric can be said to be a matter of course.

However, the most interesting point of the recent CALVIN KLEIN denim products is that their production rights will be transferred to the G-III Apparel Group.

The clothing industry has always paid great attention to the innovation of fabrics. The news about innovative fabrics is endless, and the different styles of brand clothing have different innovation points.

Taking the sustainable development that the apparel industry has always emphasized, the major brands continue to innovate on sustainable fabrics, such as recycled polyester fabrics from Nike, Adidas, H&M, Reebok's natural 100% recyclable fabrics and Allbirds. Wool sneakers, etc. There are also functional fabrics that emphasize breathable and quick-drying, such as Adidas' ClimaCool series, Nike's DryFit series and Li Ning's AtDry series. There is also the "black technology" from the soles, the cushioning insoles launched by major sports brands - Nike's Air cushion, Adidas' Boost foam, Hummer's NRGY series insole, Peak's "state" gel material, Li Ning's Drive Foam cushioning technology and Anta's A-FLASHFOAM flash technology.

Many clothing companies will choose to operate the brand in a light asset model, which also leads to the lack of product innovation in fabrics. More and more young consumers are beginning to pay attention to the wearing comfort and technology sense of clothing, which adds another marketing strategy for clothing brands to attract consumers. As long as conditions permit, the brand may also consider fabric innovations while trying other operational strategies. After all, the generation that has grown up with the rapid development of technology is also increasingly valued for the “black technology” of apparel products.