Freitag scheme favours access over ownership

05 : 07 : 2017 Retail : Fashion : Travel

Zurich – The sustainable apparel brand has launched a new initiative that enables customers to borrow a backpack.

Freitag, Zurich Freitag, Zurich
Freitag, Zurich Freitag, Zurich
Freitag, Zurich Freitag, Zurich

Customers who are planning a holiday can borrow a F512 Voyager travel backpack from one of the brand’s F-Stores or select F-Dealers for free.

In return, the brand has asked that customers share pictures of themselves wearing the bag together with the hashtag #gonewithfreitag and a location tag. The images will be added to a digital map that users can click through to access a curated Instagram page.

From 27 July, customers will be able to borrow the brand’s new F511 Skipper backpack. The bags will be recalled on 30 September, but customers can choose to purchase the bag after the trial period has ended.

The Big Picture

  • Brands are exploring the notion of post-ownership products to offer mass-market consumers access to luxury products. Read our Post-ownership Products microtrend to find out more
  • Luxury brands are fostering brand loyalty by enabling aspirational Millennials to instantly access their products