Building Culture-Shaping Brands: The Success of Skims and On
Skims co-founder Jens Grede and On co-founder David Allemann are at the forefront of a new wave of brands that are not just following trends but actively shaping culture. Their brands, Skims and On, have quickly become household names, known for their product innovation and ability to resonate with consumers on a deeper level.
At the recent BoF VOICES 2024 event, Grede and Allemann sat down with BoF founder and CEO Imran Amed to discuss the secrets behind their success. One key takeaway from the conversation was the importance of staying true to their brand’s vision while also being adaptable to the ever-changing landscape of the fashion and lifestyle industries.
Skims, founded by Jens Grede and Kim Kardashian, has disrupted the traditional shapewear market by focusing on inclusivity and diversity. The brand offers a wide range of sizes and nude shades to cater to a diverse customer base, a move that has been widely praised by consumers and industry experts alike. By prioritizing inclusivity, Skims has not only set itself apart from competitors but has also tapped into a growing demand for more representative and authentic brands.
On, co-founded by David Allemann, Olivier Bernhard, and Caspar Coppetti, has taken a different approach to innovation by focusing on performance footwear. The brand’s signature CloudTec technology has gained a loyal following among runners and athletes for its combination of comfort and support. By constantly pushing the boundaries of what is possible in footwear design, On has established itself as a leader in the competitive sportswear market.
Both Skims and On have leveraged the power of social media and influencer partnerships to create buzz around their products. By working with high-profile celebrities and athletes, the brands have been able to reach a wider audience and generate excitement for their latest releases. This strategy has not only helped drive sales but has also solidified their positions as trendsetters in the industry.
Another key factor in the success of Skims and On is their commitment to sustainability and ethical practices. Both brands have made significant strides in reducing their carbon footprint and promoting fair labor practices throughout their supply chains. By prioritizing sustainability, they have not only attracted environmentally conscious consumers but have also set a positive example for other brands to follow.
In conclusion, the success of Skims and On can be attributed to their focus on product innovation, inclusivity, and sustainability. By staying true to their brand values and constantly pushing the boundaries of what is possible, they have been able to create products that resonate with consumers and stand the test of time. As they continue to grow and evolve, it is clear that Skims and On will remain at the forefront of cultural relevance for years to come.
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