A relative newcomer to the scene, and having grown at a remarkable pace since its founding in 2010, On is now eyeing rapid expansion in the Asia-Pacific region as its next goal, according to global head of product for lifestyle, Lucy Delacherois Day: “It’s a super-exciting market because it’s younger, more fashion-focused and trend-led. In general, people use style to really differentiate themselves, speak about who they are as an individual. It’s a real cultural driver here.”
As fans of the brand know well, On has distinguished itself from major competitors with its highly scientific, research-driven approach to both product development and branding and marketing. Day cites the latest Cloudmonster 2 trainer, designed in collaboration with PAF, as a prime example of the brand’s commitment to bringing cutting-edge technology to the athleisure market in a true marriage of comfort and style.
“We like to take our time with things, but in a meaningful way. Craftsmanship is a key [part] of the Swiss cultural identity in general,” Day says of On’s product development process, revealing that the attention to detail and amount of testing required to launch a new product can take years.
“It’s not about just changing a colourway, you know? We really want excellence regardless of whether the use case is for lifestyle. And that’s where we build our luxury or premium aesthetic – it’s where performance meets lifestyle. The architecture of design is super important to us.”
The company is now applying that same careful and considered approach to its Asia expansion. “It will be much more built as a direct-to-consumer model, rather than wholesale, so we’ll really be able to tell our story in that way,” says Day. “It’s interesting to see how in different countries, [On] is adopted in different ways. It’s super performance-focused, running-focused in Japan. It’s a very different story [in Korea], in China as well.” Adaptability is important, she adds.
Some of that storytelling will come down to furthering partnerships with main players in the region, like PAF, though Day says top-notch design innovation will remain the utmost priority. “We’re intentionally trying to reach new audiences, new consumers, and get into new spaces through partnerships, but it’s important for us to keep that red thread of performance through everything we do. That’s really good for On [when collaborators] challenge us to try [new things]. We need to be pushed by somebody outside the business, to see products in a new way.”
Consumers in Asia can expect even more exciting things from On in the near future, beyond its new store in Hong Kong. “We’re not a super nostalgic brand,” says Day. “I don’t think we have such strong ties to certain things that we’re too afraid to change or play with. We’re still at that phase of our growth as a business that we can be very nimble. We’re not afraid to fail – we’re looking towards the horizon.”
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