New competitors can force rapid evolution of a brand. Innovia explored alternative segmentation across consumer segments to guide future product development…
Optimising properties of apparel
The North Face produces technically advanced clothing for athletes in extreme conditions. It has worked with Innovia over a series of projects focused on identification and development of new platform technologies.
Innovia’s exploration was wide-ranging. We studied the science of heat transfer in clothing and investigated the physiology of human thermoregulation under extreme conditions. Our iterative, creative approach used a wide range of techniques including computer simulations, conducting experiments with athletes in controlled environments and assembling specific prototype garments.
Several promising directions resulted from the collaboration. The first to come to market is THERMO3D™ – a body mapping technology that places advanced fabrics over activity- and gender-specific zones of the body. This enables garments to optimise warmth, ventilation and moisture management - increasing performance, however harsh the environment.