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Fashion Loyalty Programs? The 8 Most Inspiring Loyalty Trends in Europe

How can you use privilege programs to foster massive brand loyalty for fashion? How to build fashion loyalty programs that go beyond the transactional relationship with your customers?

With the emergence of fast-fashion brands, which offer similar styles to more expensive brands at a more affordable prices, deep transformations have happened in the industry: we now have no less than 52 micro-seasons of fashion! This makes it clear as the summer sky: offering high-quality products is no longer enough to win the loyalty race. Brands need to offer intangible benefits, such as experiential rewards, and a brand story that resonates with customers.

In this context, we are looking to Europe for inspiration. After all, it is the primary melting pot for Western fashion styles. In a world so volatile and competitive as apparel retail today, certainly the old continent has a thing or two to teach us in regards to loyalty concepts for luxury fashion.

We’ve picked some of the most inspiring fashion loyalty programs in Europe for a brief showcase of creativity, business thinking and downright excellence in treatment. Scroll down and be inspired!

LUISAVIAROMA: LVR|PRIVILEGE

LuisaViaRoma Fashion Loyalty Program

  • The loyalty program has really activated top spenders, which led to an increase of 10% in AOV and a whopping 4.7% growth in turnover in just 3 months.
  • In addition to rewarding purchases with points, the LVR|Privilege loyalty program combats discount fatigue by offering rewards for soft customer actions such as completing a customer profile, connecting social media accounts, sharing LUISAVIAROMA products, and so on.
  • Special privileges include secret promo days, birthday gifts and access to exclusive events.

Why it works:

The LVR Privilege program neatly fits in with the image of the Italian luxury fashion retailer. It is a stellar example of loyalty program that rewards a variety of customer actions in addition to purchase. The benefits are constructed in such way that luxury shoppers see each tier as giving them access to exclusive and valuable rewards, which encourages a deep level of emotional engagement with the brand and its products.

(P. S.: Curious about how this fashion loyalty program came to life? Check out our case study!)

Missguided: Refer A Friend

Missguided Fashion Loyalty Program

The UK-based multi-channel retailer uses a clear and simple message for their referral marketing initiative: get your favorite people to shop and you will receive a consistent discount for full-priced items.

Why it works:

Word-of-mouth referrals are the number one way in which millennials discover new fashion and accessories brands to shop from: it’s applicable to 64% of women and 45% of men. Missguided is keeping it simple with their referral program. The fixed discount means they can maintain control over their bottom line while providing a never-ending incentive for new recommendations.

Moda Operandi: M’O Rewards

Moda Operandi M'O Rewards fashion loyalty program

A singular concept for online retail, Moda Operandi is an online trunk-show platform from which you are able to make orders directly from the unedited collections of designers such as Zac Posen and Marchesa months before they go on general sale.

  • The M’O Rewards multi-currency loyalty program starts off with the classical spend-points-for-rewards mechanism.
  • It announces some hidden treasures along the way
  • Privileges include exclusive access to exciting new arrivals, insider information and tempting (secret) tokens of appreciation in order to “never miss a M’Oment”.

Why it works:

This fashion loyalty program features a clean design and the benefits are communicated well, using smart teasers that keep customers looking out for highly-appreciated surprise-and-delight rewards.

Simply Be: Perks

Simply Be Perks fashion loyalty program

  • Their concept is avant-garde: instead of having customers collect points or scan loyalty cards, they award personalized rewards based on each customer’s history of interactions with the brand.
  • Rewards are all about the well-being of customers, carefully selected after a survey.
  • Some of the privileges are made possible through Simply Be’s partnerships with brands in beauty, fitness, travel, entertainment and fine dining.

Why it works:

#SimplyPerks encourages customer participation with user-generated content, which is fully in line with today’s trends in decision-making for fashionistas. It is a highly personalized concept that lets Simply Be offer experiential rewards that cater to millennials’ preferences and are awarded based on customer value, individual preferences and past rewards claimed.

StyleBop: REWARDS CLUB

StyleBop Rewards Club fashion loyalty program

Stylebop is a leading name in online luxury labels, from established designers such as Pucci and Balmain to newer names (like Casadei and Raoul). Stylebop’s fashion loyalty program is a complex one.

  • Features a mix of unique membership privileges and non-member purchase points.
  • Perks are measured through SP (Style Points).
  • The exclusive part starts with members-only tiers – four of which are accessible through transactions – and an Elite tier accessible by invitation only.

Why it works:

This tiered approach primarily serves transactional objectives (encouraging repeat purchases and increased basket value) but it also favors brand advocacy at the invitation level. It really encompasses the best of both worlds and runs on an easy-to-understand mechanism.

TK Maxx: Treasure

Tk Maxx Treasure fashion loyalty program

At this point, you might be asking yourself: “Wait, how does TK Maxx belong in this showcase?” Well, we can give you two good reasons. First, their gold label is reserved for only the most luxurious of designer labels. Secondly, their loyalty program is really well articulated!

  • Offers purchase-based surprise-and-delight rewards.
  • Customers can redeem them on a monthly basis using their membership card.
  • Tk Maxx even offers in-store VIP experiences and access to flash events.

Why it works:

TK Maxx’s fashion loyalty program taps into the need for exclusive experiences and for promptly-awarded rewards that keep customers coming back for more. It also features a creative combination of online and offline experiences that are set to be part of their customers’ micro-moments.

ASOS: A-LIST

https://www.youtube.com/watch?time_continue=5&v=mARnzMsgnzA

The UK fashion and beauty behemoth is extracting as much value as possible from a millennial customer base with an “earn while you shop” loyalty program in their quest to reach £2.5 B in annual sales by 2020.

  • Customers are automatically enrolled in the ASOS A-LIST program when they place a qualifying order… then the show begins!
  • The mechanics of the loyalty program are quite simple: you earn 5 points for every £1 spent. Then, once you hit 500 points, you receive a £5 gift voucher valid for 6 months.
  • Beyond this level there are 3 reward tiers that “premier” customers can unlock.
  • Privileges here range from 15% off on your birthday to double points day, free next day deliveries, and enter-to-win exclusive competitions — for which ASOS has partnered up with Spotify, STA Travel, Krispy Kreme and Metcalfe’s Skinny Popcorn.

Why it works:

The ASOS loyalty program has a low-resistance entry point designed for the masses. However, it pays back in recognition for the best customers and really builds a lasting relationship with VIP customers as they work their way towards the upper tiers. This approach sparks loyalty through engaging rewards while maintaining a sense of urgency and the exclusivity of upper tiers.

YOOX NET-A-PORTER: Extremely Important Person

Yoox Net-A-Porter EIP fashion loyalty program

With a monthly audience of over 6 million luxury fashion aficionados, the giants NET-A-PORTER and MR PORTER are conquering the world with their enhanced personal shopping experiences for top customers.

  • Members receive a highly-personalized set of fashion consultations (not online, but one-on-one home sessions!) after which they can choose which products to keep.
  • The service is available to customers in London, New York, Hong Kong and Los Angeles.
  • Members also receive exclusive season previews in the EIP Lookbook.

Why it works:

Speaking about luxury fashion privilege, what could possibly be more anti-standard and better tailored to customers’ wants and needs than a personal consultation with a professional style advisor? Way to stay abreast of what’s new and lead strongly into those repeat purchases!
Feeling inspired to run your own fashion loyalty program? Contact us and let’s start!

Laura Bojinca
Laura Bojinca
Laura is a Senior Marketing Manager for Antavo Loyalty Management Platform. When she is not on a full-stack marketing mission in the fashion loyalty SaaS world, Laura likes to indulge her passion for dancing, petting her cats and having really long conversations over a mug of coffee.