Consumer awareness of smart fabric technology in apparel is reportedly low, according to global information company, NPD Group. However, there remains a strong interest in smart fabrics from both male and female fashion consumers, across a variety of age groups.The consumer survey of 1,000 Americans - conducted in March - showed an opportunity for brands and fashion professionals to educate shoppers on the benefits and accessibility of smart textiles - driving up future sales.Less than half of consumers surveyed were aware of most smart fabrics, including those that have been available in the marketplace for several years, while interest was even lower.Delving deeper into the NPD survey, awareness of smart fabrics was stronger among women and older age segments. But despite stronger awareness among females, slightly more men had actually purchased smart fabric clothing. Stretch fabrics were the only exception, with more than double the number of women purchasing apparel with this technology.When asked what types of apparel with smart fabric benefits would interest them most, consumers - especially those aged 18-34 - said they'd prefer workout gear with smart technology. Next most popular categories were jeans and underwear, lead by consumers age 45 and older. One thing consistent among all age groups was the interest in cotton material offering smart fabric benefits.Stain resistance and waterproof fabrics recorded the highest awareness and interest at 57% and 42%, and 56% and 33%, respectively. Stretch fabric, which has been available for decades in leggings and jeans, ranked the third highest in awareness with 43% of respondents recognizing it. Surprisingly, some 33% of consumers recorded an interest in cooling fabrics, despite 25% of those surveyed stating they had an awareness of these textiles in apparel. Finally, fabrics that kept people warm recorded a higher interest than awareness among respondents.Typically, smart textiles can be broken into two different categories - aesthetic and performance enhancing. Aesthetic fabrics are designed to light up and change the color of a fabric. Gathering energy from the environment such as the sun and physical movement, these fabrics collect and harness vibrations, sounds and heat to change their appearance.Performance enhancing textiles, which was the focus of this latest NPD study, boast qualities including stain resistance, waterproofing, moisture wicking and UV protection. They are already playing a huge part in active wear brands' collections such as Nike and lululemon, as well as fashion brands, Uniqlo and Lipsy.Not since the Forties and the introduction of polyester, has there been such a major breakthrough in the materials used in clothing. Then, there was the Fifties with Lycra, and Gore-tex revolutionalized the outdoor apparel and sportswear arenas soon after.Smart textiles are a relatively untapped market by fashion brands today, despite the practicalities of consumer behavior and their lifestyles requesting the need for more technology in ready-to-wear items.“Smart fabrics are an important and innovative development for the fashion industry, but consumers don’t know enough about them to fully embrace them,” said Marshal Cohen, chief industry analyst at The NPD Group. “The industry needs to educate the consumer, emphasizing the technology and performance behind smart fabrics, and touting the benefits for real-life use.”