Need to Know
19 : 08 : 19

Switzerland – The performance brand has unveiled the Cloudrock Waterproof hiking shoe in response to a growing interest in outdoor activities.

On, which is known for its lightweight running shoes, released the hiking boot as part of its expansion from urban running to hiking. With many of the same benefits as its running counterpart, the boot is 35% lighter than similar styles on the market and has ‘unparalleled grip for any and every terrain’.

‘Though road running is at the core of On, its expansion into trail running and hiking made perfect sense,’ co-founder David Allemann told Dezeen. ‘On’s home in the Swiss Alps provides the perfect testing ground to inspire, create and deliver the best innovation in performance outdoor gear.’

For many urban dwellers, nature is becoming the ultimate luxury. To see how high-end brands can enter the burgeoning Elevated Outdoors market, read our microtrend.

Hempstead Valley – The retailer’s new layout is designed to appeal to families by embodying ‘the soul of a fresh market’.

The supermarket group is transforming the Food Hall in its Hempstead Valley branch from 9,500 square feet to 16,900 square feet. As well as increasing the amount of baked and frozen goods available, Marks & Spencer will introduce 50% more fresh produce and 40% more loose varieties of fruit and vegetables. Plastic packaging has been removed from its baked goods to emphasise the sensory experience of sustainability.

Store manager Suzi Price explained in a press release that a greengrocer would also be available in-store to ‘weigh items [and] provide tips on how to preserve fresh produce and prevent food waste at home’.

As consumer concern for the environment grows, the desire for less plastic packaging is driving innovation in packaging-free retail concepts.

UK – The Marine Conservation Society (MSC) is inviting people to donate money every time they forget their re-usable bags, bottles and cups.

The campaign, created by BBH, will run via social media and on billboards across the UK. Featuring single-use plastic items floating in water, including a carrier bag, takeaway coffee cup and plastic water bottle, the ads encourage viewers to ‘Donate your Guilt’ by texting FORGET to donate £3 ($3.62, €3.26) to the charity.

While many environmental campaigns try to reach consumers with a tone of martyrism, MSC is acknowledging that those with sustainable intentions are only human. ‘This is our swear box for the oceans,’ says director of fundraising and marketing Mike Crossley. ‘We want to help change people’s habits. We think that asking people for a small donation when they’re feeling guilty will help them remember the next time they leave home.’

To see how brands can encourage sustainable purchasing behaviour among a relatively selfish generation, read our interview with Dr Daniel Benkendorf.

Global – The global smart shoe market is forecast to grow in value from £94.3m ($115.3m, €103.3m) in 2018 to £182.8m ($223.4m, €200.2m) by 2026.

According to Allied Market Research, the market for self-lacing or GPS-enabled footwear will expand at a CAGR of 9.1% during this period. The smart shoe segment – those that are digitally connected, have automatic fit adjustment, or sensors for monitoring navigation, steps and calories burned – is led by sales in North America at present owing to high consumer interest in wearables.

Clothing is becoming more intelligent and adaptive to cater for continually changing consumer needs and physical capabilities.. Read our Automated Apparel microtrend for insight into this growing market.