Brands across the industry are struggling more and more to keep up with fleeting trends and shifting consumer standards on top of growing costs, placing design innovation on the back burner as businesses work to stay afloat. In the contour sector, once dominated by industry giants, lingerie, swimwear and activewear brands are witnessing the rise of smaller, more agile and boundary-pushing brands that centre creativity and connection with their consumers, offering products that meet market needs, usually those of marginalised communities often ignored by mainstream bodywear businesses. These emerging brands have a distinct advantage: they’re not confined by tradition.
Instead, they’re pioneers, leveraging innovation, sustainability, community and inclusivity to craft their identities. Micro-multinationals may be small but wield great strength and power with their authentic and unique approach to selling bodywear, and bigger brands are beginning to take note. These smaller brands are quickly being heralded as the future of contour as well as the wider fashion industry, but who are the brands of the future, and what makes them? Join HYSCULPT as we explore micro-multinationals and what it takes to propel an industry towards a brighter, more innovative future.
CONSUMER CENTRIC APPROACH
A key element of the brands of the future is their focus on community, taking a consumer-centric approach to business. Micro-multinational brands like Parade, Girlfriend Collective, and ThirdLove are gaining traction, outshining larger counterparts due to their emphasis on community building. Parade’s pre-launch community cultivation, gathering an impressive 70,000-person waitlist, highlights the potency of engaging with its audience, as well as showcasing that branding can be all it takes to gain loyal consumers before product ever hits the shelves. The lingerie brand’s impactful sex education initiative in schools further underscores their commitment to social change and acknowledgement of societal issues many of us are concerned with.
Meanwhile, Girlfriend Collective employs advanced AI for body scanning and virtual fitting, delivering a personalised and smooth customer experience that allows consumers to feel valued. ThirdLove’s triumph stems from its focus on body positivity and inclusivity, offering a wide range of sizes and unique half-cup options. Their Online FitFinder quiz ensures customers find their perfect fit, boosting satisfaction and loyalty. These brands resonate with consumers seeking authenticity, community-driven values, and inclusivity. They epitomise smaller, more attentive brands that listen to consumer demands and actively participate in the market, inviting consumers to be part of their journey and fostering deeper connections.
3D TECHNOLOGY & INNOVATION
Another innovation being embraced by brands of the future is the merging of the digital and physical realms to create phygital fantasies that push creativity and capture the attention of a stagnant market. Phygital technology such as AI, AR and 3D assets are dynamic tools that can be utilised across product design, marketing and business strategy. 3D design technology can significantly cut physical samples by 50%, reducing carbon emissions, fabric waste, and production time. While many fashion sectors have been exploring 3D garment design’s potential for a couple of years, bodywear lags due to complex contour design, uncertain technology, and fabric challenges. Head to our sister brand, Bodywear Lab, to learn about how your contour brand can use 3D product design!
Embracing 3D aids in understanding fit challenges for both consumers and businesses alike as technology advances. One micro-multinational jumping on the 3D trend early is our very own Scarlett Gasque. In line with Scarlett Gasque’s whimsical theme, the brand showcases stunning 3D designs of their full lingerie sets on social media in their latest campaign ‘House of Scarlett’, set in otherworldly backdrops where anything seems possible. This brand not only stands out for displaying products on a 3D model and showcasing the fit, but the accompanying video also magnifies intricate details of the product like delicate embroidery. This innovative use of 3D technology transcends visual appeal by spotlighting crucial features that consumers consider before purchasing. For e-commerce-centric businesses like Scarlett Gasque, this approach is pivotal in conveying product specifics to potential buyers. Technology is the backbone of these micro multinationals, enabling them to thrive in a digital-first world and explore creativity in new and exciting ways. In a world where borders blur and connections transcend physical boundaries, multinationals and their push for technological creativity epitomise the global spirit of tomorrow’s fashion industry.
Interested in starting your own 3D campaign? Check out our 360 campaign services, tailored to your business goals.
AUTHENTIC CONSUMER CONNECTION
As we enter Web 3, social media remains a dominant device for brand and community building, as well as an important marketing tool. However, after well over a decade of carefully curated Instagram posts and an estimated 16.5 million content creators in the UK alone, consumers are wise to traditional social media marketing methods and can see through disingenuous online promotions. Micro multinationals are listening to the market’s disgruntled and fed up attitude to this overdone trend and tailor their tactics to fit their brand ethics and their target market’s values. By showcasing diverse body types, ethnicities, and abilities, these brands create a relatable and inclusive space, resonating with consumers on a personal level.
Embracing authenticity, they share behind-the-scenes glimpses of their sustainable practices, emphasising eco-friendly materials and ethical production methods. Engaging with followers through interactive content like Q&A sessions or user-generated campaigns fosters a sense of community, encouraging meaningful dialogue and loyalty. Brands like Araks and Larissa Kate Lingerie continually engage with comments, questions and direct messages from consumers, building a dialogue that demonstrates that they value their buyer’s opinions and are willing to adapt their business to meet their needs in real time. By embodying values of diversity, inclusivity, and sustainability in their social media presence, these brands cultivate a strong, genuine connection with their audience, transcending mere commerce to inspire a movement towards conscious consumerism.
As these micro multinationals continue to thrive, they’re shaping the future of fashion. Their success hinges not just on products but on values, authenticity, and a forward-thinking approach that resonates universally. The future belongs to those who dare to reimagine, innovate, and embrace change. And in lingerie, swimwear, and activewear, these micro multinationals are leading the way, charting a path towards a more inclusive, sustainable, and interconnected future. These micro multinationals are certainly leaving a significant imprint on the future of fashion, transcending traditional norms and paving the way for a more diverse and connected industry landscape.
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