Women-first dating app Bumble has announced the release of its first-ever clothing collection, Bumble Basics, which features a variety of pieces that will be made available on the newly launched Shop.Bumble.com.
More specifically, the new collection consists of pieces including t-shirts, varsity sweaters, bucket hats, accessories, and games, all of which come dressed in Bumble's signature yellow and brown color scheme. In addition, select pieces such as the Bumble Bucket Hat come donning the app's tagline "Make the First Move."
In regards to inspiration for the new collection, Selby Drummond, Bumble's chief brand officer, had the following to say: "When Bumble was founded in 2014, we originally created our merchandise for the Bumble staff, brand ambassadors, and those who attended our events. However, before we knew it, people were asking where they could purchase our items — from pens to T-shirts, and everything in between."
Dating App Apparel
Bumble Unveils Debut Clothing Collection Called 'Bumble Basics'
Trend Themes
1. Direct-to-consumer Fashion - Bumble's entry into clothing opens up opportunities for women-led dating apps to venture into direct-to-consumer fashion.
2. Branded Merchandise - As more companies develop strong brand identities, releasing branded merchandise is becoming a trend, and dating apps may be joining in on this trend.
3. Fashion App Collaborations - With the success of dating apps' merchandise, partnering with fashion labels or designers for exclusive collaborations could potentially be the next step of growth.
Industry Implications
1. Online Dating - Online dating platforms can explore the possibility of releasing their own fashion products or branded merchandise for their users as a way of strengthening their brand identity.
2. Fashion Retail - Fashion retailers could partner with dating apps to create bespoke collections that cater to a new customer base of young, trendy, and digitally-oriented consumers.
3. Marketing and Advertising - Marketing and advertising agencies could further monetize dating apps by spearheading collaborations, merchandising, or defining brand identities to help apps break into the fashion industry.