Source: The Business of Fashion
Summary
On, a Swiss running shoe brand, has seen significant growth among younger consumers. According to the company, over one-third of its customer base now consists of consumers under the age of 34. This demographic shift has been driven by the brand’s focus on sustainability and innovative products.
Our Reading
The trend returns with a new name.
On’s appeal to younger consumers is reminiscent of the early 2000s, when running shoes became a fashion staple. The brand’s focus on sustainability and innovative products is a familiar strategy. Brands like Nike and Adidas have also successfully targeted younger consumers with similar approaches. The “green” and “tech” narratives are well-trodden paths in the industry.
Younger Consumers Drive Growth
On’s success among younger consumers is not surprising, given the brand’s emphasis on sustainability. This demographic is increasingly environmentally conscious and willing to pay a premium for eco-friendly products.
Sustainability as a Selling Point
On’s focus on sustainability is a key factor in its appeal to younger consumers. The brand’s use of recycled materials and commitment to reducing waste resonates with this demographic.
Familiar Strategies
On’s approach to targeting younger consumers is not new. Brands like Nike and Adidas have successfully used similar strategies in the past. The emphasis on sustainability and innovative products is a familiar narrative in the industry.
The “Green” and “Tech” Narratives
The “green” and “tech” narratives are well-trodden paths in the industry. Brands have been using these narratives to appeal to younger consumers for years. On’s use of these narratives is a strategic move to tap into this demographic.
Conclusion
On’s success among younger consumers is a result of its focus on sustainability and innovative products. While the brand’s approach is not new, it is effective in appealing to this demographic.
Author: Evan Null
