BoF Professional Member Exclusive
Dear Reader, It hasn't taken On's founders long to make their mark on the $384 billion sportswear industry. The once niche performance-running brand has managed to win street-cred with the world's running elite while cultivating a loyal, international fanbase within the fashion industry. The company expects to surpass $1 billion in sales in 2022. With its fast -- yet profitable -- growth, On offers lessons for other niche brands and start-ups. BoF's latest case study, written by Daniel-Yaw Miller, unpacks how start-ups can grow into billion-dollar companies through a combination of continuous innovation, adaptability and opportunism, while never losing sight of the core essence of their brand. Download the case study to explore the four key components of On's growth strategy: - Thinking Big and Scaling Fast. What challenges On needed to confront to build the brand globally.
- Speciality Retail Relationships. Why On's founders zeroed in on speciality retailers to underpin their distribution and marketing, prioritising wholesale over direct-to-consumer.
- The Federer Effect. How tennis superstar Roger Federer helped open the way for new products and partnerships.
- Continuous Innovation. How On taps its community to maintain a steady pace of product innovation.
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"It's very rare for a performance brand
to pursue wholesale with fashion
retailers so early on and succeed." — Cristina Fernández Managing Director and Senior Research Analyst, Telsey Advisory Group |
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This case study is exclusive to BoF Professional All-Access Members. To access this case study and enjoy all the benefits of BoF Professional membership, join now for just £1/$1/€1 with our 30-day risk-free trial.
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AGENDA-SETTING INTELLIGENCE, ANALYSIS AND ADVICE FOR THE GLOBAL FASHION COMMUNITY. |
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