Analysis: How to achieve cult brand status

CultBrands

This summer, Gwyneth Paltrow’s wellness brand Goop held its first summit in London, hot on the heels of the brand’s first UK shop in Notting Hill.

Goop started as a blog by Paltrow back in 2008. It is now a £250m business spanning stores, content and events and has an army of fans.

It’s just one of the host of brands which have built a cult following in recent years – from ‘spinning meets spoken affirmations’ exercise class SoulCycle to cosmetics empire Glossier and streetwear favourite Supreme.

Are cult brands becoming the new normal, and how can you build one that is sustainable, rather than a flash in the pan?

Subscription content

Please sign in now if you have a subscription

Retail Week

Register to continue reading

Retail-Week.com provides premium, in-depth intelligence that helps retailers judge risks, spot opportunities and identify what they need to do to win in the digital economy.

Register today for a taste of our high-quality intelligence and enjoy:

  • 3 free articles a month on Retail-Week.com
  • Detailed analysis of current trends and events 
  • Exclusive newsletters
  • In-depth reports, videos, interviews and much more

Discover Retail Week register now

Please note, if you have recently purchased a subscription, it may take a few minutes before your account is updated.