LSN : News : 19 : 12 : 23

Champion introduces athleisure line made with biodegradable fabric

Champion, US

US – Could the future of fast fashion be biodegradable? Sportswear brand Champion believes so. The firm has developed a breakthrough synthetic material that is biodegradable like natural fibre, and is making its debut in the Eco Future Reverse Weave collection.

The eco-friendly technology, CiCLO, speeds up the natural breakdown of materials, allowing synthetic textiles to behave like natural yarns when they enter the environment. The patented and science-based solution essentially allows the ‘forever chemical’ polyester to be replaced with a blend of materials that sheds and biodegrades after its lifecycle – without shortening its lifespan.

Champion’s CiCLO technology is making its commercial debut in the brand’s Eco Future Reverse Weave line of sweatshirts and joggers. The line is boldly eco-conscious, using the biodegradable textile and natural dyes, using ingredients like pomegranate rinds, fruit crusts and kerria lacca insects.

At LS:N Global, we are tracking luxury and fashion houses recognising the potential of biotechnology and experimenting with bio-textiles for a more sustainable future.

Strategic opportunity

Although the collection is biodegradable, it doesn’t mean it cannot last long but that it is meant to be worn repeatedly until the material breaks down. Taking inspiration from Champion’s approach, can you change consumers’ perception of naturally shorter-lived products?

Doritos and Empirical Spirits craft chip-flavoured liquor

Empirical and Doritos Nacho Cheese Spirit, US

US – Snack brand Doritos has made its debut in the spirits world through a partnership with Empirical Spirits. The result is the Doritos Nacho Cheese Spirit, a clear yet flavour-packed liquor that encapsulates the essence of the snack.

Empirical Spirits, founded in Copenhagen in 2017 by Lars Williams and Mark Emil Hermansen, is known for its unconventional spirit crafting. The company's latest launch is no different. The new spirit is made using actual Doritos chips to authentically replicate their flavour profile. The drink carries nacho cheese’s umami and tangy notes, transitions into the corn-forward flavours of Doritos, and finishes with a soft, salty touch. Empirical’s vacuum distillation technique sets the spirit apart by preserving delicate flavours with lower-temperature distillation. Multiple cuts during distillation further help capture Doritos’ distinct taste.

This collaboration also sparks creativity, with cocktail recipes like Doritos-infused Old Fashioned, Bloody Mary and Margarita, highlighting how food and drink brands can innovate new flavour profiles to attract next-gen consumers, as revealed in No-Lo Taste Lifts.

Strategic opportunity

For alcohol brands wishing to attract Gen Z audiences – who are more sober-curious than their predecessors – creating collaborations with well-known food brands like Doritos helps establish a bond of trust, inciting customers to try other products in the long run

Bumble for Friends rolls out AI-generated ice-breakers

Maison Kitsuné spring/summer campaign 2023, France

Global – Bumble For Friends – the version of the dating app for platonic relationships – has introduced AI-generated ice-breakers to take the pressure off initiating conversations.

Upon matching with a potential friend, an AI assistant offers to help users to craft a personalised introductory message. Based on personal information from users’ profiles, the ice-breakers can be sent straight away or edited. To ensure the conversations remain as authentic as possible, only one person per chat can use the feature. The recipient isn’t informed when sent an AI-enhanced message.

‘By leveraging AI as an idea-generator, we're not only jump-starting conversations but also speeding up the process of discovering if there’s a true connection,’ said Bumble founder Whitney Wolfe Herd in a press release.

In our AI Companionship Market report, we explored how AI is emerging as a solution to the growing loneliness epidemic. With its AI-powered chat, Bumble For Friends paves the way for new uses of the technology to enhance human connections.

Strategic opportunity

Think beyond the logistical and analytical when it comes to integrating artificial intelligence into your business. What consumer needs could you better meet using AI?

Stat: TikTok ads have a positive impact on consumer trust

Shopify Collabs, UK

Global – Despite TikTok’s chokehold on younger consumers, many brands remain wary about marketing on the platform. But a recent of poll of TikTok users shows how branded content on the platform influences consumer sentiment and behaviour.

TikTok’s What’s Next report signals that despite being rife with dupes, and sometimes dodgy product recommendations, the platform is conducive to building brand trust and loyalty. After seeing an ad on TikTok, viewers say they trust the brand 41% more and are 31% more likely to be loyal to the brand. The report stressed that being able to have open lines of communication with consumers and the community is one feature that drives this engagement and trust. Data revealed that after seeing ads with the comments turned on, for example, users would trust the brand 1.5 times more than if they were not able to comment on the TikTok post.

For brands, these findings highlight the importance of social media for building loyalty and lasting relationships with younger consumers. In the era of hyper-personalised retail, it is crucial not only to be present on the right platforms, but also to truly connect with audiences and ensure your marketing is a two-way dialogue.

Strategic opportunity

Are you maximising the impact of the branded content you post on quick-format video platforms? Tailor each campaign for the platform it’s destined for, and use every post as an opportunity to listen and learn about your community in order to build brand loyalty on and off platform