In today’s fast-paced environment, brands must navigate an intricate landscape where culture and consumer behavior intersect. The BoF VOICES 2024 conference recently brought together Jens Grede, co-founder of Kim Kardashian’s Skims, and David Allemann, co-founder of Swiss sportswear brand On, to discuss the art of building culturally relevant brands founded on robust product innovation.
As fashion increasingly competes with music, film, and sports for consumers’ attention, the need to understand and integrate various cultural sectors is paramount. Grede and Allemann exemplify how brands can succeed in this multifaceted arena by remaining attuned to the ever-changing cultural zeitgeist.
Building Blocks of Success: Product Focus
Both Grede and Allemann shared a unified belief that exceptional products are the cornerstone of their brands’ success. For Grede, the innovation at Skims started well before the brand’s launch. Years of meticulous fabric development and testing paved the way for a product line that resonated deeply with its target audience. “Before a brand, there are products, and you can’t build a great brand without a great product,” Grede noted during the discussion.
On’s story mirrors this sentiment. Allemann recounted the humble beginnings of On, where the iconic “cloud tech” soles were first conceptualized using garden hoses. This innovative approach underpins On’s commitment to creating high-performance sportswear, emphasizing that product development is vital to brand integrity.
The Intersection of Fashion and Sports
A striking element of their conversation was the transformation of sportswear from mere functionality to a representation of personal identity. Allemann articulated how, over the last 15 years, sports apparel has evolved into a new uniform that reflects lifestyle and status. He emphasized that fashion and sport are now intertwined: “Because it becomes part of our personality, it’s elevated to a whole different level.” This has led athletes to leverage fashion as a platform for personal branding, expanding their influence beyond their respective sports.
Grede echoed Allemann’s thoughts by framing athletes’ engagement with fashion as a form of empowerment, calling it a “superpower” that can amplify their reach. This shift underscores a broader trend where fashion serves as an extension of personal narrative, blending sports and lifestyle seamlessly.
Capturing Cultural Moments
For brands striving for relevance, the ability to tap into cultural moments is essential. Grede described brand building as identifying “a little part in this moment in popular culture.” Strategically cultivating partnerships is part of this process, and Skims’ collaboration with Dolce & Gabbana exemplifies this approach. Such partnerships allow brands to explore novel aesthetics and offer consumers fresh experiences.
In a similar vein, On treated its relationship with Roger Federer as more than just an ambassador; they transitioned him into an investor, merging the athlete’s personal brand with that of the company. This forward-thinking strategy elevates brand credibility while tapping into Federer’s astute understanding of both sports and fashion.
Navigating Growth and Public Exposure
The dialogue also touched on the delicate balance brands must maintain when considering going public. Grede acknowledged that while Skims will eventually aim for an IPO, the focus remains on organic growth away from intense public scrutiny. Allemann advised that staying close to the customer is crucial during this journey. “On really tries to be very close to the consumer and be the brand that helps the explorers and the dreamers,” he stated, highlighting the importance of remaining connected with the brand’s core audience.
Conclusion
The insights shared by Jens Grede and David Allemann at BoF VOICES 2024 provide a valuable lesson for brands seeking cultural relevance in today’s market. Their emphasis on innovation, the interconnectedness of sports and fashion, and the importance of understanding cultural narratives highlight the strategies that can lead to enduring success.
As the boundaries of culture continue to blur, brands must evolve and adapt to stay relevant. By focusing on exceptional products and meaningful connections with their consumers, companies like Skims and On are setting a new standard in the retail landscape.
