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What Are Hero Products, and Why Do You Need One as a Designer?
“Hero products [are] a way to focus on the most essential products in the consumer’s wardrobe. It’s about intentionality in each product, that we’re building from the core of what matters the most to the consumer. It’s a relentless pursuit of the best, most relevant, most used products.” CEO of PVH Corp., Stefan Larsson.
Elvis Kachi
February 27, 2024
Listen, if you’re a young fashion entrepreneur, now is the time to start working towards your “Hero Product”. What is a Hero Product, you may ask? I would personally describe it as an item that has developed over time, turning customers to repeat customers. They love everything about the product, and would always want to stock it. Think of them as your best sellers.
This piece on WWD sums it up. You may need to be a paying subscriber to have access to it, but it essentially describes the Hero Product as “not the high-fashion eye-catcher on the runway or in the store window, but the core piece that’s a staple in most wardrobes and beauty routines.”
Why Do You Need a Hero Product?
Think the Birkin Bag, Chanel N°5, Kai Collective’s Gaia Dress, etc. These are a few success stories that have been birthed from intentional hero product launches are rigorous marketing strategies. The fashion industry is largely competitive, and building a product that turns customers to repeat customers is one of the best ways to navigate and build success in the industry.
In this quest for recognition and success, the concept of a hero product is a strategic cornerstone. Much more than just an individual item, a hero product holds the power to propel you as a young designer into the spotlight, offering a distinctive edge in an industry that teems with innovation and creativity.
Our focus on hero product had been a winning strategy. This high repeat loyalty-inducing products have grown significantly as a mix of our business since fiscal year 2019… representing over 25 percent of sales once again.