6. Changing perspectives and consumption patterns in customers The demand for sportswear has grown greatly in the recent times due to the rise of healthy lifestyle. With the advent of online retailers, the customers have vast information to aid them in their decision making process while buying these sportswear. There is also an increased focus on sustainable fashion products due to greater awareness of the customers. Whereas, incorporating sustainable features into the products can drive up costs but an initial investment in latest manufacturing technology can pay dividends in the long run through economies of scale. One of the innovations in sportswear includes seamless manufacturing, illustrated below in Figure 10, which integrates seamless knitting process with Computer aided design and manufacturing (CAD/CAM) to achieve zero material waste and a better body fit.(Fung and Liu, 2019)
Figure 10. Comparison of different manufacturing techniques Image Source: (Fung and Liu, 2019)
Such innovations can provide sustainable features along with functional properties and increased production speed, thereby meeting the demands of the new emerging customers. With the rise of the tech savvy and ethically inclined Millennials and Gen Z, the sportswear consumption patterns are shifting towards apparel made from sustainable materials. Nike has been innovating constantly to meet this demand and has introduced various products such as the use of recycled polyester from plastic bottles with a 30% reduced carbon emission rate compared to virgin polyester. Nike Flyknit technology uses high strength, light weight recycled fibres while producing 60% less waste compared to traditional manufacturing techniques. Nike Air shoes are designed with 50% recycled manufacturing waste and are made from 100% renewable energy. Nike also runs recycling programs for used shoes to crate grind material, used in sports surfaces and other products. (Nike. Inc, 2019c) Navyasri Parasa – 31401627 Sustainability in Business and Design
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