Sports brands and the Smart Clothing era

Over the last decades, clothing as we used to know them have considerably evolved to offer more functionnal, comfortable and fashionable solutions. Smart Clothing is now considered as the next stage for the Textile industry. In 2016, there are new ways to look at the human body that has become an information platform. Sports brands are investing more and more in technologies such as smart apparel that can enable its users to improve their Fitness routine, eating habits and sleeping patterns thanks to the data collected by the clothing while exercising and therefore to answer consumers' needs for a healthy living. These fabrics of the future also aim at making sports professionals more performant and helping them to obtain faster results. However, important questions remain and are progressively being answered: How do we market smart clothing to the mass scale and how do we adapt our supply chain to such technology?