Retail Lab: Magic Happens When Function Meets Fashion
Fashion consumers are overwhelmed with choice, burdened with overconsumption, and confused. What they’re really seeking is functional clothing with fashion credentials.
Enter Functional Fashion.
Fashion has always been about more than the clothes.
It’s the place where we go to escape reality and embrace creativity.
It’s what we turn to when we want to convey a message.
It’s how we feel powerful and ready for a big moment.
We love freshness and innovation, cutting-edge designs and prints, but we’re now looking to incorporate these elements in to the fabric of our everyday lives.
Customers expect big things from brands and retailers, and those that are meeting those challenges head on are thriving.
Let’s take a look at some examples.
Vuori is all about embracing their products as a way of life. Selling practical clothes in innovative fabrics and shapes, it’s the ultimate example of fashion meets function to elevate the everyday. Their underlying message? We all deserve to wear luxury as we go about our everyday lives.
SKIMS is the market leader in creating stylish, luxurious, practical and functional products that look simple but are anything but; undergarments are highly technical and can make or break an outfit. Their moves in to sportswear and in particular their Nike tie-up prove that comfort and style is a key crossroad for the industry, and one that’s worth the investment as it will continue to grow.
Uniqlo always stands out for me when I think about functional clothing on the high street. They innovate with their shapes and fabrics to create garments that are flattering, functional, and durable. Their fashion credentials might not be obvious, but style conscious customers know their basics are second to none and their collaborations with the likes of Clare Waight Keller show that Uniqlo has fashion retailer credentials that need to be taken seriously.
Basics are a key product category, and are a great example of function meets fashion. You can read more about this in my recent Retail Lab basics deep-dive.
The future of fashion lies at the fashion x function crossroad.
The athleisure category continues to grow because it represents a way to dress that merges style, practicality and comfort. In fact, in 2025 sportswear is expected to continue to grow at faster pace than fashion.
Athleisure might not be how most fashion consumers want to dress every day, but they certainly want the same ease and functionality it exudes in their wardrobe.
Luxury is now about feeling good and looking good, and this is what customers are looking for:
Clothes that serve multiple purposes;
High quality fabrics;
Flattering cuts for practicality;
Functional clothing that fits in to modern life;
Trend-led pieces that don’t compromise on fit or quality;
Investment pieces that can be worn season after season
What’s so great about functional fashion?
We’ve all been there: wearing an uncomfortable but picture-perfect outfit that feels great, until it doesn’t, and we’re sick of it. Throwaway fashion is a massive problem, and most of the big retailers and brands aren’t investing enough in sustainability to make a long-term difference.
This is where functional fashion comes in.
Consumers are more likely to use and love items that serve a real purpose and feel practical.
Thoughtful design shows customers that brands are thinking about them and their needs. Of course impractical items will still sell, but these functional ones form core lines will always generate more consistent sales; in turn this shift will propel fabric, design and sourcing innovation.
Functional fashion can bring the customer in and show them how you fit in to their lives and can enhance them, building community and a long-term connection, making it easier to sell to them.
To achieve these results, quality is key, and it has to run across the business.
💡 Strategy tip: break down your business areas and map out how you can improve them.
My final thoughts
It think there's a real misconception in fashion circles that practicality equals boring, and this just isn’t true; thoughtful design and innovation is attractive and exciting because who doesn’t want ease in fashion?
Look at Sneex.
There is practical solution to the throwaway fashion problem- we just need to work harder to find it.