The apparel landscape is shifting fast, and wear testing is no longer just a check for functionality—it's becoming one of the most powerful tools brands can use to stay relevant, agile, and consumer-first. Insights shared in the recent State of Fashion report at Texworld with McKinsey & Co back this up, and we’re seeing three major trends that every brand should keep in mind when planning their next product launch or relaunch.
For the first time ever, the “Big Four” in sportswear—Nike, Adidas, Puma, and Under Armour—no longer make up more than 50% of the economic profit in the category. Challenger brands are steadily gaining ground by speaking to niche audiences, breaking down old definitions of what “high-end” really means, and redefining the cultural capital of sportswear, luxury, and casual wear.
It's no longer enough to just benchmark against your own brand history. You need to know how your product stacks up against competitors—both legacy players and up-and-comers.
Don’t wait until the final stages to figure out where you stand. Start early in the innovation phase to uncover needs and white spaces your competitors aren't addressing. Then, run competitive wear tests pre-launch to understand your key differentiators and watch-outs. Let real consumers tell you how your product feels, functions, and fits into their lifestyle—and use that data to shape everything from final product tweaks to your marketing strategy.
Consumer behavior is evolving. Gen Z, for instance, wears sportswear more than three times per week—not for sport, but for self-expression, comfort, and everyday life. Yet, until recently, big sportswear brands weren’t actively targeting them. On the other end of the spectrum, we have the often-overlooked “Silver Spenders”—aged 55+—who now hold 72% of the wealth in the U.S.
You can’t assume one product or one message fits all. Understanding your audience—really understanding them—is critical to your brand’s success.
Segment your tests by audience. Curious how to attract Gen Z or tap into the purchasing power of older shoppers? Run wear tests that let you explore what these consumers love, what they ignore, and what they can’t stand. From there, you can identify the top three attributes they care about most and align your product features and messaging with what actually drives purchase intent.
From tariffs to supplier consolidation, sustainability goals to nearshoring strategies, apparel brands are facing more pressure—and more complexity—than ever before. Add in thinner margins and increased demand for faster delivery, and it’s clear: you have less room for error.
The cost of a misstep is higher. Brands need to be surgical with product launches—and that means eliminating guesswork.
Use pre-launch validation to your advantage. Wear testing helps remove the gut-feeling factor from the equation. Instead, you're launching with consumer-validated insights that reduce risk and increase your chances of hitting the mark on day one.
Here are two final things apparel brands should be thinking about in 2025:
In today’s market, you need more than a good product—you need smart, strategic testing that helps you adapt to new competitors, connect with new consumers, and navigate changing macro conditions with confidence. Whether you're aiming to retain your loyal base or win over new customers, wear testing is your secret weapon to get there.
Ready to run a wear test that actually moves the needle? Let’s talk.