The Client
Validating a Multi-Brand Subscription Platform for Premium Outerwear
We partnered with a leading apparel materials company to develop and test a multi-brand circular subscription model that can redefine how consumers access high-performance outerwear while creating new value for apparel brands.
Materials
$1B
TAM identified through an entirely new business proposition.
3.12%
3.12% CTR achieved (3x benchmark) via the company’s first-ever public branded CTA test.
>100
Waitlist signups attracted to participate in an in-market test.
In 22 weeks together we:
Challenge
The outdoor apparel industry is under growing pressure to adopt more sustainable and circular business models. At the same time, consumers face high costs, fragmented access, and gear clutter across multiple activities and seasons. This creates a dual imperative: improve customer access and reduce environmental impact. Our client sought to validate whether a subscription model — offering flexible access to premium, multi-brand outerwear — could deliver strong user value while unlocking longer-term revenue from existing products. They aimed to test this model in-market with real users and determine if the business case could scale.
The challenge was to
structure an approach that:
01.
02.
03.
Approach
Leveraging our expertise in innovation strategy and new business design, and Gore’s access to a strong ecosystem of brand and retail partners, we structured our collaboration to maximize learnings, impact, and speed.
- Developed a subscription concept centered on affordability, flexibility, and multi-brand access
- Conducted primary research to validate value propositions and jobs-to-be-done (JTBD) across target segments
- Built a comprehensive business model, including operational design and revenue modeling
- Launched our client’s first-ever direct-to-consumer CTA pilot to gauge real demand
- Conducted pricing research with 250+ participants to validate willingness to pay
- Deployed a Meta ad campaign to test messaging and drive conversions
- Identified 25+ ecosystem partners for logistics, maintenance, and tech enablement
- Engaged Gore brand partners to explore multi-brand collaboration
- Secured commitments from several pilot brands and created a scalable partnership model
Outcomes
Together, we developed and tested a scalable, multi-brand subscription service for high-performance outerwear — designed to offer consumers affordable flexibility and brands a new pathway to extend product life and unlock recurring revenue. By combining rigorous user testing with in-market experimentation, Gore now has a validated consumer-facing subscription model backed by strong demand signals, a robust pricing strategy, and early brand partner traction.
Client Testimonial
“I’ve never worked with an innovation partner like Disruptive Edge. It’s been some of the best work I’ve been part of in my entire career.”
Peter Roeber
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