Talking strategy: Cindy McNaull of Cordura discusses the impact of the athleisure trend on product development and marketing

Consumers are increasingly demanding athleisure clothing which can be worn for various activities throughout the day – including commuting, working and exercising. Furthermore, there is a growing preference among consumers for buying fewer apparel products and focusing their purchases on items which are made to last. As a result, there is a need for clothing which is comfortable, durable and stylish, and incorporates performance properties. Such demands have presented suppliers of performance fibres and fabrics with new challenges, and have led some to develop new products. At the same time, these demands have created new opportunities for a number of companies to expand their offerings. In this edition of Talking strategy, the global brand and marketing director for Cordura, Cindy McNaull, discusses how shifts in consumer demand and the rise of the athleisure trend have made an impact on the development of the Cordura fabric portfolio. Also, she discusses the implications of these trends for the brand's marketing strategy and the importance of collaboration when creating new products and new market opportunities.

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