Duncan MacOwan, Head of Marketing & Events at FESPA shares details the upcoming Sportswear Pro Conference 2024 taking place on 21st March at the RAI Amsterdam.
In just a few weeks, we’re hosting our first ever Sportswear Pro conference (21 March 2024, Amsterdam RAI, The Netherlands). Delegates will have the opportunity to learn about the latest developments in the sportswear manufacturing industry, as well as cutting-edge innovations used in on demand and customised sportswear production.
In this article, I reflect on my conversations with some of the speakers – Ana Kristiansson, Founder and Creative Director, Desinder; Thomas Rothery, Fashion-Tech Consultant, Copper Global; Joanna Czutkowna, Consultant and Managing Director, 5THREAD. We discuss their background and passion for sportswear, the future of the industry, sustainability and what topics they will be covering in their conference sessions and panels.
Can you tell us a bit more about your background in the sportswear market?
Ana Kristiansson: I’m a former pro athlete and I wanted to combine my passion for fashion and long-lasting sustainable garments with my background in sportswear. That’s why I founded Desinder, a creative agency which specialises in developing strategy, branding, design and communications for sports, outdoor, and lifestyle clothing brands. A key part of what we do is developing strategies for companies who have traditionally relied on having large stocks of their items but need and want to adapt in order to strengthen their business models and better respond to the needs of their customers – all while minimising waste. We also guide brands through the design process of their clothing products, including sourcing materials and manufacturers.
Thomas Rothery: I’ve worked as a menswear designer for over 15 years now, primarily in sportswear, casual wear and high street retail for brands including FILA, where I also led the development of metaverse strategy. This paved the way for a move to fashion-tech consulting to build on my excitement for how we can use modern technological advancements and artificial intelligence (AI) for trend spotting, design and manufacturing. I’m working on a range of different projects at the moment, one of which includes developing a 3D design configurator. I also work with brands and suppliers to help steer them on their digital fashion journey and how they can embrace modern technology.
Joanna Czutkowna: I’m a consultant and doctoral researcher specialising in circularity within sports apparel. With over 20 years of experience managing global sourcing strategy and innovation departments for some of the world’s largest brands, I have extensive experience in product innovation and global supply chains. My consultancy business, 5THREAD, helps support organisations as they transition towards more circular business models. Our five core values are circularity, inclusivity, supply chain relationships, digital transformation and leadership. Our clients include: global brands, sports, governing bodies, independent education providers, and innovation and research-led brands. We support them with product innovation and development, sustainability reporting, future-proofing, business strategy for upcoming legislation, supplier relationship management and subject matter expertise.
How do you see the sportswear market changing in light of sustainability demands and government legislation?
Ana Kristiansson: Consumers everywhere are becoming more educated about the fashion and sportswear industry, and they’re questioning supply chains, materials and product lifecycles. Customers didn’t invent fast fashion, so they’re not to blame for 57% of all clothing ending up in landfills [according to Common Objective]. It’s going to become increasingly urgent for brands to support their customers, facilitate more sustainable operations on their part and explain to their customers what they should do with the product when it’s no longer usable. And on top of consumer demand, there’s also new legislation around sustainability, making it imperative for brands to adapt, in order to keep operating and avoid fines.
Thomas Rothery: Something that will hugely impact the fashion and sportswear industry, is the need for digital product passports. There’s a lot of legislation coming that will demand brands to be transparent about their supply chain, material choices and production. And I think that opens up some really exciting opportunities to enrich customer experience. So rather than just having a form completed with supply chain details, you could add QR codes and link our customers to a video showing the design process, or a virtual ‘meet the designer and ‘visit the farm on which the cotton was grown’, for example. The possibilities are endless from a marketing point of view.
Joanna Czutkowna: Based on the upcoming legislation, we’re going to see a big change in recycling infrastructure. We need to start looping back and finding ways to reuse, resell or recycle existing garments. There are some really interesting projects about textile recycling, for example, PUMA is now recycling existing football kits to create new ones. The RE:JERSEY project reuses old sportswear to create yarn for new jerseys. I think the key for brands here will be to switch their business models to keep making revenue, while not overproducing and promoting a fast fashion approach. So, perhaps thinking about whether they can refurbish? Can they repair it? Can they offer customisation? Can they offer digital experiences? Can they offer a rental service?
What will you be covering in your session?
Ana Kristiansson: My session, ‘Circular Economy Redefined – Designing for Circularity’, will explore the twenty-point framework we’ve developed at Desinder to outline how you can design products – including sportswear – to withstand the test of time. I will cover manufacturing, production and circularity across the sportswear supply chain and I’m also going to touch on how you can showcase your sustainable designs and initiatives without ‘greenwashing’.
I’m also joining a panel alongside other speakers about ‘Sportswear Trends Unveiled, A Deep Dive into the European Market’, where we will discuss how brands are embracing (or not) the era of on-demand and customisation and where the future potentially lies, as well as a discussion about ‘Designing for the Circular Economy’.
Thomas Rothery: The brands that embrace a digital mindset and new technologies will be far more agile in the market, getting ahead of the competition. I will be speaking in a panel about ‘AI. Shaping the Future of Sportswear Manufacturing’, where we will delve deeper into AI’s value for trend and demand forecasting, the potential of generative manufacturing, and success stories of brands embracing AI. We will also look at the effects this has on design and efficiency, as well as associated risks to bear in mind.
Joanna Czutkowna: I will be speaking about ‘Designing for the Circular Economy’ where we will explore product life extension and circular design principles to minimise waste. Drawing on my experience of sourcing materials and factories, doing audits, overseeing production and organising shipping, I will explain how the decisions being made in a buying office impact production and customers. I want to discuss how we can take responsibility for the garments produced, as well as extend the product life of existing garments.
Whether you’re a sportswear manufacturer, clothing producer, textile printer or sports apparel designer, we’re inviting you to join us at the inaugural Sportswear Pro conference. Find out how key trends are impacting the industry, connect with experts, learn about the market’s continued growth potential and immerse yourself in the world of sportswear.
For more information on the conference and to register, visit here.