Quince has emerged as a brand that blends quality and affordability, catering directly to Gen Z's desires for luxury-like products without the hefty price tags. Founded in 2018, the online DTC brand has captured attention with items such as its $50 Mongolian cashmere sweater, which exemplifies its commitment to delivering affordable essential goods. Despite being positioned outside the traditional luxury category, Quince aims to replicate the luxury experience at a price point that feels fair, addressing the unmet needs of consumers seeking both quality and ethical production practices.
The brand’s significant year-on-year revenue growth showcases its appeal among millennials and Gen Z, aided by social media platforms like TikTok, where influencer content drives consumer engagement. Quince's strategy of removing traditional retail markups and selling directly from manufacturers allows for competitive pricing without sacrificing product quality. With its focus on ethical practices and sustainability, Quince is dedicated to maintaining high standards while expanding into new markets, including Canada. This approach ensures the brand's version of luxury remains accessible to a broader audience.