Agenda-setting intelligence, analysis and advice for the global fashion community.

Why Brands Are Betting on Membership

Swiss performance brand On is among the players betting the model can drive consumer engagement and help tackle tricky sustainability challenges.

On is one of a handful of brands experimenting with membership models to drive engagement and tackle tricky sustainability challenges. (Instagram @on_running)

Sarah Kent

05 April 2022

For the last year, technical outerwear brand Early Majority has cultivated a growing community without selling a single piece of kit. When it finally launches to the general public this week, newcomers to the label will face a choice: invest $358 for a lifetime membership or pay a 60 percent premium on the price of its puffers, shells and fleeces.

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About the author

Sarah Kent

Sarah Kent is Chief Sustainability Correspondent at The Business of Fashion. She is based in London and drives BoF's coverage of critical environmental and labour issues.

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