Wone's Luxury Activewear is Only Available to Select Applicants
Laura McQuarrie — September 21, 2018 — Luxury
References: wearwone & fastcompany
Wone is a luxury activewear brand that hardly advertises or uses social media in the same way as most athletic apparel brands—in fact, its ultra-exclusive apparel is only available for those who apply to purchase it. As Wone founder Kristin Hildebrand describes, "We’re trying to be a brand that does things differently from the rest of the industry. Our goal is to build personal relationships with our customers, and so we are keeping the brand deliberately small and niche."
Wone emerged as a new brand as of the spring and sold out of its debut collection, with each piece produced numbered. By the end of the year, Wone anticipates that it will sell 15,000 garments.
Before launching Wone, Hildebrand worked at Nike for seven years and decided to create a new way to get to know the women she designs for, as well as use exceptionally high-quality fabrics that just wouldn't make sense manufacturing for the masses.
Wone emerged as a new brand as of the spring and sold out of its debut collection, with each piece produced numbered. By the end of the year, Wone anticipates that it will sell 15,000 garments.
Before launching Wone, Hildebrand worked at Nike for seven years and decided to create a new way to get to know the women she designs for, as well as use exceptionally high-quality fabrics that just wouldn't make sense manufacturing for the masses.
Trend Themes
1. Exclusive Members-only Apparel - Creating a sense of exclusivity and personal connection through membership-based access to high-quality apparel.
2. Niche Luxury Activewear - Catering to a specific target market by offering high-end, limited-edition activewear with a focus on personal relationships.
3. Limited Edition Numbered Collections - Creating scarcity and demand by producing numbered collections of luxury activewear pieces.
Industry Implications
1. Athletic Apparel - Exploring opportunities to offer exclusive, high-end activewear through a membership-based model.
2. Luxury Fashion - Adapting the concept of limited edition, high-quality garments to the luxury fashion industry.
3. Direct-to-consumer Brands - Utilizing limited edition, numbered collections to create a personal connection with customers and drive direct sales.
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