Fashion is undergoing transformation unlike anything else thanks to technological innovations and a dedication to diversity. Growing more discerning consumers seek not only trendy products but also those that fit their values of diversity and comfort. A McKinsey & Company study indicates that 71% of consumers want businesses to provide customized experiences; brands that excel in personalization bring 40% more income than those that struggle in personalizing. This increasing trend emphasizes the need of appreciating and meaningfully addressing many consumer needs.
Furthermore, the impact of social media has exploded; data from Curalate shows 76% of consumers say they have bought a product they came across on a social media post of a brand. The digital era has let consumers express their tastes and experiences, thus brands have to pay attention and change accordingly. By stressing inclusivity and technological integration, this environment has helped creative businesses to flourish.
Against this backdrop, new shapewear companies using technology to transform the business are starting to surface. One particularly notable example is HeyShape, a brand launched in March 2023 that has attracted attention right away for its original shapewear aesthetic. HeyShape is redefining the field by including modern materials and design approaches.
“Our goal was to create shapewear that women actually want to wear, not just because it looks good but also because it feels good too,” says HeyShape CEO Matthijs Otterloo. Every facet of their product development reflects this idea, in which comfort and support take front stage. Products from HeyShape are made from cutting-edge materials that guarantee simplicity of movement and targeted compression, enhancing natural curves. HeyShape stands out from conventional shapewear that sometimes sacrifices one for the other in that it combines comfort with support.
The reason Hey Shape is successful is its dedication to knowing its consumers. To find the several needs and tastes of its consumers, the brand does extensive market research. Otterloo says, “You have to see who else could benefit from what you’re selling to really grow and evolve from one or two audience types.” Using data analytics to constantly improve their products, this client-focused approach entails interacting with consumers online and listening to opinions.
Heyshape’s ideology revolves mostly on inclusivity. The brand guarantees that everyone can find their ideal fit by providing a large spectrum of sizes to suit women of all body types. “Product design should first and foremost be inclusive. Every client should be at ease and confident about their purchases”, stresses Otterloo. “This dedication goes beyond simply providing a range of sizes; it also includes designing patterns that accentuate and celebrate the inherent body forms of every woman”, he adds.
Presented by APG
