Popular dating app Hinge has unveiled the Hinge Milestone Market -- an online store dedicated to celebrating milestones in relationships. For consumers celebrating first sleepovers and pregnancy announcements, Hinge offers gifts for individuals and their special someone. The company has partnered with eleven major brands including Casper, Minibar and Barkbox to gift couples who met through the app with free products that correspond with a particular milestone.
From free electric toothbrushes to commemorate becoming exclusive, to a gold photo frame to hold wedding photos, the Milestone Marketplace serves as an opportunity for the dating app to celebrate couples, and for couples to reflect on meaningful connections.
Through this online shop, Hinge is attempting to distance itself from the "hook-up culture" dating apps have cultivated, and into a more romantic, lifestyle brand.
Digital Dating Pop-Up Shops
The Hinge Milestone Marketplace Celebrates Couples Who Met on the App
Trend Themes
1. Celebratory Relationship Milestones - The Hinge Milestone Marketplace highlights the growing trend of celebrating relationship milestones and offers an opportunity for brands to collaborate and provide gifts.
2. Personalized Online Shopping Experiences - The digital dating pop-up shop concept showcases the trend of creating personalized online shopping experiences tailored to specific needs and interests.
3. Rebranding Dating Apps as Lifestyle Brands - Hinge's shift towards becoming a romantic lifestyle brand reflects the trend of dating apps rebranding themselves to appeal to a broader audience beyond hook-up culture.
Industry Implications
1. E-commerce - The Hinge Milestone Marketplace demonstrates opportunities for e-commerce platforms to curate specialized shopping experiences for niche audiences.
2. Dating and Relationships - The concept of celebrating relationship milestones opens up opportunities for businesses specializing in dating and relationship products and services.
3. Branding and Marketing - Hinge's rebranding efforts highlight the potential for branding and marketing agencies to help dating apps in transforming their image and positioning.