BubbleFig’s uniqueness lies in providing both comfort and style
BubbleFig is a premium activewear brand for women that combines comfort and style. Known for its super soft, moisture-wicking fabrics, the brand ensures high performance while maintaining a fashionable edge. BubbleFig’s versatile pieces are designed to transition effortlessly from workouts to everyday wear. In a chat with Fibre2Fashion, Founder Rhea Shroff Ekhlas discusses creating activewear that is both stylish and functional.
How has the activewear market evolved over the past decade, and what key trends have you observed?
The activewear market has evolved significantly, with a noticeable shift towards activewear becoming a part of everyday wear, not just for workouts. There is also a growing emphasis on style, with more vibrant colours and trendy designs entering the market. It is no longer just about functionality; activewear has become a staple in many people’s daily wardrobes.
What role does technology play in the development of modern activewear fabrics and designs?
Technology plays a crucial role in the evolution of activewear. From the development of moisture wicking and breathable fabrics to advancements in design and fit, technology helps us create products that are not only stylish but also high-performing. As technology continues to advance, it will only become more integral in shaping the future of activewear.
How important is sustainability in the activewear industry, and what innovative practices are companies adopting to be more eco-friendly?
Sustainability is vital across all industries, including activewear. Many companies are adopting eco-friendly practices, such as using recycled materials, reducing water consumption in production, and minimising waste. These efforts are part of a broader movement towards creating a more sustainable and responsible fashion industry.
How do companies in the activewear sector balance the need for high-performance materials with consumer demand for stylish designs?
Balancing high-performance materials with stylish designs is essential. There cannot be a compromise on quality because performance properties like moisture wicking, stretch, and durability are critical for activewear. However, achieving stylish designs with these materials is also crucial, as customers now expect both. It is about finding that perfect blend where function meets fashion without sacrificing either.
What inspired you to start BubbleFig, and how did the idea originate?
BubbleFig came into my life because I needed it! I regularly post home workout videos on my YouTube channel, and I struggled to find activewear that not only looked great on camera but also felt incredibly comfortable. It was tough to find outfits that balanced style, comfort, and matched my preferences for colours and cuts. That is when I realised there was a gap in the market. So, I created BubbleFig to bring together the best of both worlds—activewear that is both stylish and functional.
Can you walk us through the development process of your products from concept to market?
Our development process is straightforward but thorough. We start with a clear focus on combining style and comfort. Every collection is curated with these two principles in mind. We do not pursue products that are merely stylish without being comfortable or vice versa.
Who is your target audience, and how do you ensure that your products meet their needs and preferences?
Our target audience is broad, encompassing any women who value comfort and style. While our primary focus is on those who workout, we also cater to women who want comfortable and stylish clothing for everyday wear. We ensure our products meet their needs by staying attuned to customer feedback and constantly evolving our collections to match their preferences.
Can you tell us about the fabric used in your activewear? What makes it unique compared to other materials on the market?
Most of our products are made from a blend of nylon and spandex, which gives our fabric a luxurious feel. It is soft to the touch, stretchable and sweat-wicking. This blend ensures that our garments are both comfortable and stylish, providing the perfect balance for our customers.
How do you balance function and fashion in your designs? What is the process like for creating a new piece?
Balancing function and fashion is key for us. If an item is not comfortable, we would not proceed with it. Similarly, if something does not look good, it does not make the cut. We have a straightforward process where every piece must meet both criteria—comfort and style. This ensures that our customers never have to choose between the two.
What steps are you taking towards sustainability in your production processes and materials?
Sustainability is an evolving journey for us. As a young brand, we are actively exploring ways to integrate sustainable practices. While we are still in the early stages, we are committed to growing our sustainability efforts alongside our brand, ensuring that our practices become more eco-friendly as we expand.
With a wide variety of products, from leggings to sports bras to skirts, how do you decide which new categories to introduce next?
Deciding on new categories is usually based on assessing our current collections and identifying gaps that need to be filled. We also keep an eye on market trends and customer feedback. Sometimes it is a bit of trial and error, but we base our decisions primarily on how well our existing products are performing.
What sets BubbleFig apart from other activewear brands in the market?
Every brand has a unique voice, identity, and vision. BubbleFig’s uniqueness lies in our commitment to providing both comfort and style. We believe that our focus on these two elements sets us apart, as it is the core of what we stand for and what we deliver to our customers.
Your activewear is designed to be versatile for various occasions. Can you share some styling tips or ideas for wearing BubbleFig pieces beyond the gym?
BubbleFig pieces are incredibly versatile and can easily transition from the gym to casual outings. For example, you can pair our leggings with a stylish oversized sweater and sneakers for a chic, laidback look. Our sports bras also double as trendy crop tops that can be layered under a jacket for a casual yet put-together outfit. The key is to mix and match with everyday pieces to create a stylish, comfortable look that works for any occasion.
Can you give us a sneak peek into any upcoming collections or new products that customers can look forward to?
While I cannot reveal too much, I can say that we are continuously working on adding new colours, cuts, and styles to our collections. There is always something fresh and exciting in the pipeline, so stay tuned for our latest releases.
What strategies are effective for new activewear brands to differentiate themselves in a highly competitive market?
The key to differentiation is authenticity. Each brand should stay true to its unique vision and voice. For BubbleFig, it is about being passionate about providing comfort and style. Beyond that, it is important to structure the business effectively and remain innovative in product offerings. But it all starts with a clear and authentic brand identity.
Interviewer: Shilpi Panjabi
Published on: 11/09/2024
DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.
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