Canadian technical athletic brand RYU (Respect Your Universe) is tapping into the annual January fitness drive with a distinctly cruel-to-be-kind initiative. Fans are being offered discounts on new gear – but only if they’ve altered their shape by working out in the year since their original purchase.
Titled Up + Down, the replacement plan is part of the retailer’s Athlete Members Program. The free membership gives subscribers exclusive access to discounts and events, priority access to promotions and private shopping, training and nutrition tips and recipes – see also Membership & Tiered Retailing.
Members can return items purchased within the last year if they’ve added muscle mass or lost weight, and repurchase the same or similar workout wardrobe in their new size for half the regular price. RYU will donate all returned items to local charitable organisations that are also invested in helping individuals reach their fitness goals. See also Retail: the Eco-Ethical Upsell, Brands Behaving Authentically: Culture & Inclusivity and Pioneering Perspectives.
The scheme launched on January 3 2017 and is running both online and in-store. H&M trialled a similar concept last year – see Calories for Clothes: H&M Poland Targets Young Urbanites.
For more on retail concepts with an empathetic and/or supportive edge, see The Supportive Sell (part of The Business of Wellbeing Macro Trend), Audio Make-Up Tutorials by L’Oreal and Fashion Clinics: Aftercare Retail. See also Athleisure: New Store Aesthetics & UX Strategies.