The BoF Podcast | How Skims and On Create Cultural Relevance
In today’s rapidly shifting retail landscape, brands must not only offer quality products but also connect with consumers on a cultural level. This was the core message delivered by Jens Grede, co-founder of Skims, and David Allemann, co-founder of On, during their conversation with Imran Amed, founder and CEO of The Business of Fashion (BoF) at the BoF VOICES 2024 event. The insights shared during this discussion highlight how these two brands are not just selling products; they are cultivating a cultural relevance that resonates deeply with their target audiences.
Skims, the shapewear brand co-founded by media personality Kim Kardashian and Jens Grede, has revolutionized body positivity and inclusivity in the fashion industry. From its inception, Skims has prioritized understanding the diverse needs of its customers, offering a wide range of sizes and shades in its product lines. This commitment to inclusivity has not only led to robust sales but has also positioned Skims as a cultural touchstone in the ongoing conversation about body image. Grede emphasized that the brand aims to empower all individuals, regardless of their body type, enabling them to feel confident and comfortable in their skin.
On, the innovative Swiss running shoe brand co-founded by David Allemann, is another example of a company that has succeeded in creating cultural relevance. Allemann discussed how On’s focus on product innovation—specifically its unique cushioning technology—has helped distinguish the brand in a crowded marketplace. However, the brand’s success is not solely reliant on its technological advantages. On has also cultivated a sense of community among its users, often engaging them through running events and collaborations with athletes. This community-building aspect has transformed On from a mere product provider to a lifestyle brand that embodies a love for running and fitness.
Both Skims and On share a common thread: the ability to align product development with cultural conversations. Grede pointed out that modern consumers expect brands to take a stand on social issues, whether that be body positivity, sustainability, or inclusivity. By actively participating in these conversations, both brands have solidified their positions as leaders in their respective fields. For instance, Skims has garnered attention for its campaigns that celebrate diverse body shapes and sizes, while On has made strides in sustainability by developing eco-friendly materials for its products.
Amed further highlighted the role of storytelling in creating cultural relevance. Both Grede and Allemann have effectively harnessed the power of narrative to connect with consumers on a deeper level. Skims’ marketing campaigns often feature real customers and their stories, showcasing how the products fit into their daily lives. This authentic approach has fostered a loyal customer base that feels personally connected to the brand. On, on the other hand, has utilized storytelling through the lens of endurance and performance, showcasing athletes who push the limits of what is possible, thereby inspiring their consumers to adopt a more active lifestyle.
In addition to their innovative products and compelling narratives, both brands have made strategic moves to enhance their visibility and relevance in the marketplace. For Skims, partnerships with high-profile figures and collaborations with influencers have amplified their reach, allowing the brand to tap into new consumer segments. Allemann shared that On has similarly pursued collaborations with high-profile athletes and influencers to create limited-edition products that not only drive sales but also elevate the brand’s cultural positioning.
The conversation also touched on the importance of feedback and adaptability in maintaining cultural relevance. Grede noted that Skims actively seeks input from its customer base, using social media and direct communication to refine its offerings. This responsiveness to consumer feedback has proven essential in an age where trends can shift rapidly. On has adopted a similar approach, regularly engaging with their community to ensure their products meet the evolving needs of runners.
As we look ahead, the lessons gleaned from Skims and On offer valuable insights into the future of retail. Building a brand that resonates culturally requires more than just a great product. It necessitates a commitment to inclusivity, community engagement, storytelling, and adaptability. As consumers increasingly seek brands that align with their values, the importance of cultural relevance will only continue to grow.
In conclusion, the dialogue between Grede and Allemann at BoF VOICES 2024 serves as a reminder that the most successful brands are those that not only innovate in terms of product but also engage meaningfully with the cultural zeitgeist. As Skims and On demonstrate, creating a brand rooted in cultural relevance is not just a marketing strategy; it is a foundational element of modern business.
retail, fashion, culturalrelevance, innovation, branding