Justin Vincent

Justin Vincent, a BCG leader specializing in consumer and fashion trends, discusses the evolution of sportswear from performance to everyday comfort, accelerated by the pandemic. He highlights the slowing growth in athleisure and the importance of brands adopting a ‘for-purpose’ mindset to remain relevant. Different generations show distinct preferences, with Gen Z favoring trends while older consumers seek functionality. Digital discovery and influencer marketing are key strategies for brands aiming to thrive in this competitive landscape.