As trends change, outerwear brands stay relevant by adapting to new ideas, being careful not to upset their original customer base.

Today’s fashion trends are influenced by adult consumers looking to blur lines between professional and casual. Brands must also consider influential young people that often mimic the most popular styles in music and celebrity culture.

As youth increasingly wear name-brand outerwear, adult men have been adopting casual activewear more than ever before. Overall trends are leaning toward minimalist styles that break the divide between formal and informal dress.

KEY FINDINGS & TRENDS TO WATCH

Trend #1: Influence of Youth & Premium Brands

Youth are wearing premium name-brand outerwear. It’s no secret that young people are trendsetters in the outerwear space. For this reason, premium brands are on the rise, but more specifically, premium outerwear brands and puffer jackets.

The premium outerwear trend is growing among American youth. In addition to the influence of celebrities, part of this growth is from collaborations between streetwear and outerwear companies. In 2007, streetwear label Supreme successfully expanded their jacket range by working with an outerwear company, and the collaboration continues over 10 years later.

Outdoor brands are looking to introduce streetwear in an effort to break into the global youth market.

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