Reebok have taken their EasyTone shoe concept to clothes. They have released tops and trousers that create resistance with every move, giving them the same toning capabilities.
Why it matters
Functional clothes are on the rise, even those that now are deliberately uncomfortable to wear (with resistance to every move). Will fashion brands have to tick a growing number of boxes - style, function, value, health and fitness – in order to remain competitive and relevant to consumer demand?
People are spending more time at home (yes, we’re still hearing the word “staycation” quite a bit) and there’s a need to make that time at home exciting and enjoyable. Couple that with the marketing boost that sexual health products have received lately, and you’ve got a recipe for increased sales and increased fun at home. In fact, Durex condoms has branded their target consumer the “pleasurati” - an experienced pleasure seeker.
Following on the heels of WebMd and other medical diagnosis websites, patients are now turning to the internet to look for answers about which type of surgery or cosmetic procedure is right for them; and are now finding it easier to go online for advice from real physicians. The patients describe their issue, fill out a brief medical history, and upload pictures of the area they want treated. Within 24 hours, they receive a response from a local surgeon offering their suggestion and what it will cost. Then, at the patient’s leisure, they respond and set up a face-to-face appointment. Each online consultation costs $50; when an appointment has been agreed, the site allows both parties to swap contact information.