On 8 September Duolingo launched The Phonetic Collection ahead of New York Fashion Week: clothes and bags that spell out how fashion houses are pronounced. A lime green purse reads air-mess for Hermès, a jacket reads zhee-vahn-shee for Givenchy. The designer Megan O’Cain made the pieces, and posters went up across New York.
The collection was shown at a two-day pop-up on 9 and 10 September at the gallery Null Object, and nothing was for sale. Visitors bid their Duolingo streak — the unbroken run of days they have opened the app — for a chance to win a piece. A survey the company ran with YouGov found that 62 per cent of Americans are confident they can say Hermès, while 15 per cent actually can. The daily habit has become the currency.
So…:
What have your customers built up with you that you could let them spend?
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Duolingo (press)