The BoF Podcast | How Skims and On Create Cultural Relevance
In an era where brands are increasingly tasked with not just selling products but also cultivating cultural relevance, two distinct companies have emerged as leaders in this space. Skims, co-founded by Jens Grede, and On, the Swiss sportswear brand co-founded by David Allemann, are prime examples of how innovative product design can intersect with cultural dynamics to create lasting impact. Both leaders joined Imran Amed, founder and CEO of The Business of Fashion (BoF), at BoF VOICES 2024 to discuss their unique approaches to brand building and cultural resonance.
Skims, launched in 2019 by reality television star Kim Kardashian and Jens Grede, was conceived from a simple yet profound idea: to offer a solution to the lack of inclusive shapewear options. The brand quickly gained traction, resonating with a diverse audience that sought not only comfort and style but also authenticity and representation. Grede highlighted the importance of understanding the cultural landscape, stating that Skims was built on the foundation of genuine consumer needs and desires. The brand’s commitment to inclusivity is evident in its expansive size range and diverse marketing campaigns, which feature individuals from various backgrounds, body types, and ethnicities.
On the other hand, On was born from a different premise but shares a similar ethos of innovation and cultural alignment. Founded in 2010 by Allemann and his partners, the company aimed to revolutionize running footwear. Their unique CloudTec technology transformed the running experience, ensuring that athletes could benefit from both performance and comfort. However, it is not just the technology that has garnered attention; it is also the way On has positioned itself within the athletic community. Allemann emphasized that the brand’s success lies in its ability to create a narrative around running that resonates with both serious athletes and casual participants.
Both Skims and On understand that product innovation is not solely about technology or fabric; it is about stories and connections. Grede pointed out that Skims’ product launches often coincide with cultural moments, tapping into the zeitgeist to ensure relevance. For instance, the brand’s partnership with iconic figures and its strategic use of social media have allowed it to engage with consumers on multiple levels, fostering a community that feels seen and valued.
Similarly, Allemann discussed how On has harnessed the power of athlete endorsements and community events to create a brand narrative that goes beyond the product. The brand’s collaborations with high-profile athletes such as Olympic medalists and world champions have not only boosted visibility but also established credibility within the competitive sports arena. This strategic positioning allows On to remain at the forefront of consumers’ minds, not just as a shoe brand but as a vital part of the athletic journey.
Cultural relevance also extends to sustainability, a topic that has become increasingly important for modern consumers. Both companies are making strides in this area. Skims has actively sought to implement sustainable practices in its production processes, ensuring that it meets the expectations of environmentally conscious consumers. Grede discussed the brand’s focus on transparency and ethical manufacturing, which are key in building trust and loyalty among consumers who are becoming more discerning about their purchases.
On has taken similar steps by prioritizing sustainable materials and processes. Allemann shared that the company is committed to reducing its carbon footprint and has implemented various initiatives aimed at achieving this goal. By addressing these environmental concerns, both brands not only meet consumer demand but also contribute positively to the broader cultural conversation surrounding sustainability.
The discussion at BoF VOICES 2024 underscored the fact that cultural relevance is not a mere marketing strategy but a holistic approach that permeates every facet of a brand’s identity. Grede and Allemann both recognized that in today’s fast-paced retail landscape, brands must be agile and responsive to cultural shifts. This adaptability allows them to stay relevant and maintain a meaningful connection with their audiences.
As Skims and On continue to shape their respective industries, their commitment to innovation, inclusivity, and sustainability sets a benchmark for other brands aiming to carve out their niche in the market. By focusing on cultural relevance, they are not only building successful businesses but also contributing to a more inclusive and sustainable future for the fashion and athletic apparel sectors.
In conclusion, the insights shared by Jens Grede and David Allemann at BoF VOICES 2024 highlight the importance of cultivating cultural relevance through product innovation and community engagement. Brands that recognize and respond to the evolving cultural landscape will undoubtedly thrive in the competitive retail environment.
Skims, On, cultural relevance, product innovation, sustainability