- New research finds 9 in 10 women are embracing clothing innovations designed to keep them comfortable whatever the weather – from cooling fabrics to thermals with variable warmth gradings.
- More than half (52%) of Brits already own clothing from these categories, while 39% say they would consider buying them.
- Clothing made from light, breathable fabrics designed to keep wearers cool is the most appealing innovation
With summer signalling changeable and unpredictable weather, fashion shopping priorities have shifted and 91% of women are embracing innovative clothing that keeps them comfortable no matter the weather, new research reveals.
In an era where style choices are often led more by comfort than by fashion (62% of shoppers prioritise comfort when buying new clothes), more than 9 in 10 women say they are interested in innovations in clothing that prioritise comfort in all weather conditions, from breathable fabrics with quick-drying materials to thermal clothing with variable warmth gradings.
The survey, carried out by online fashion retailer Damart, found that, as a fashion-forward nation, more than half (52%) of Brits already own clothing from these categories, while 39% say they would consider buying them.
While comfort is considered the biggest priority when buying new clothing among all age groups, those in the 25-34 age category are leading the way in fashion innovation, with 61% owning clothing from these ranges.
With recent summers seeing record-breaking temperatures, 43% of over 55s say cooling materials interest them most, compared with 35% of 25–34-year-olds.
Damart’s unique Climatyl technology has been specifically crafted and developed to keep customers cool and comfortable in hot weather. The innovative Climatyl range combines linen and viscose fabrics which are cool to the touch and are breathable and quick-drying when the temperature rises.
Damart’s other technologies include its ‘Thermolactyl’ fibre, which was among the first ever thermal fabrics designed for unrivalled protection against the cold. The range offers an extensive collection of thermals with head-to-toe options.
Alyson Taggart, Director of Product and Publications at Damart, says: “Our research shows that many people worry about comfort when it comes to what they wear, particularly during the summer months.
“With comfort such a big priority for people of all ages, it’s exciting to see so many people open to embracing innovative clothing designed with year-round comfort in mind. At Damart, design and innovation are part of our DNA, with a great example of this being our cooling Climatyl collection. With Climatyl, customers can benefit from soft touch, fresh fabrics that are breathable for hot weather and cut for a cooler wear.
And when the temperatures turn chillier, there is of course our world-famous Thermolactyl range patented in 1953. From lighter grades perfect for cooler summer evenings or spring days to our warmer grades for those frosty winter mornings, the range offers options all year-round.
“We are always evolving our expertise to offer new solutions for our customers, whatever the weather, and our heritage in innovation positions us well to meet this growing demand. Each of our pieces is designed with wearability and confidence in mind, and we are proud to be at the forefront of creating unique collections that combine technology, comfort and style.”
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The research was conducted by the independent market research consultancy, Censuswide. The survey comprised of 2,002 consumers in the UK and ran online between 22.04.24 and 24.04.24. Quotas were applied to ensure the sample was representative of adults aged 16+ in the UK. Censuswide is a member of the British Polling Council and is BHBIA certified, employing members of the Market Research Society which is based on the ESOMAR principles.
