Onepiece turns social media into a proper distribution channel

By

Olivier Guyot

Published
Sep 11, 2015

Onepiece is pushing the boundaries of its social media potential. For the Norwegian brand, which since its launch in 2010 has succeeded in positioning its fashionable, colourful jumpsuits with US and UK popstars, Twitter, Facebook and Instagram aren't mere marketing tools. Last year, the brand explained how it generated 10% of its €15 million revenue thanks to its 'followers'.   

Trusting the potential, the founders have also created a new company, Brandbassador.com, that will set up this type of platform for brands across all industries.

Meanwhile the Onepiece team is working to boost this potential. They are establishing their social media 'currency', initially tested last year in a New York shop-in-shop. This time, it's being developed on the internet.

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The initiative is just now being tested in France, before being introduced Europe-wide. Onepiece will rely on this idea to recruit popular new ambassadors on Youtube, Instagram, Facebook and Twitter.

However, this social media offensive doesn't mean the brand will abandon traditional distribution channels. "This could fast come to represent 15% of our sales, but we will always need stores, one-off promotions and our concept stores," the co-founder has underlined.

The brand has greatly extended its range of jumpsuit styles but also of other type of apparel, which now represents 25% of its entire range.