Represent Clothing
How Represent Clothing drives a 4x higher lifetime value from loyalty program members
Represent switched to LoyaltyLion because their impressive growth journey required a loyalty platform that could do two things: seamlessly integrate with Shopify and other Shopify partners and directly support their exclusive VIP community approach.
Who is Represent Clothing?
Founded by brothers George and Mike Heaton in 2011, Represent Clothing has grown from a creative side project to an internationally renowned brand. Their bold designs, distinctive style, and limited-edition drops have resulted in a fiercely loyal fan base that plays a major role in their continued growth.
What was their challenge?
Represent Clothing were early adopters of loyalty, launching their first program in 2017. Fast forward to 2021, and Head of Ecomm, Ricky Jennings (the 10th employee to join the business and a key player in their explosive growth) faced a dilemma.
Ricky had a loyalty platform he was not confident in and a product launch on the horizon. Represent needed a loyalty platform with a robust Shopify integration that could handle a fast and effective migration. This is when they met LoyaltyLion.
Represent meets LoyaltyLion
Within a week of signing with LoyaltyLion, Represent Clothing’s new Prestige Program was live without any downtime for customers.
“The migration in itself was effortless. When we did the move, we were in a bit of a sticky spot with a product launch on the horizon, and we needed to switch. We got up and running within a week, and we’ve been doing great things ever since.”
Exclusive product drops and scarcity are a key part of Represent’s growth strategy, so they also needed to play a major part in their revamped loyalty strategy. The new program incorporated five tiers, each offering a greater element of early access to Prestige members alongside other compelling perks.
The tiers also offer considerable financial motivation for program members to return and repeat purchase, with the top-tier cohort unlocking 20% off every full-price purchase.
“We’re prepared to sacrifice margin for really engaged, loyal customers because we know the lifetime value and frequency of purchase is unmatched.”
Today, Represent Clothing’s loyalty program is playing a key part in their expansion into omnichannel and physical stores. Using LoyaltyLion and Shopify POS together, Represent have replicated the Prestige experience offline, with members unlocking queue jump and using their points and rewards when they shop in person as well as online.
Leading the way in loyalty innovation, Represent Clothing continues to develop the Prestige program, most recently launching a resale platform where members can buy and sell second-hand Represent items. We can’t wait to see what they launch for loyalty program members next!
Increasing SMS clickthrough with Attentive: 10% loyalty SMS CTR
Represent Clothing is a great example of a brand using loyalty and SMS data to drive more effective customer communication. With the LoyaltyLion and Attentive integration, loyalty tier information from the Prestige program ensures that different customer segments receive targeted reminders and time-sensitive launch SMS messages at the best possible moments. As a result, some segments achieve click-through rates as high as 10%.
Going mobile with Venn Apps: a 97% uplift in conversions
Using LoyaltyLion and Venn Apps together, Represent Clothing has carried its exclusive member experience through to the mobile app. Using exclusive early access to new products and collections to drive app downloads and locking down the mobile app for loyalty program members only during new product drops, the app provides a VIP experience for Prestige Program members. This approach has driven a 46% higher repeat purchase frequency than the mobile website.
Reselling Represent clothes with Treet
With LoyaltyLion’s latest integration with the resale platform, Treet Represent Clothing has launched the Archive – an official resale marketplace on the website. This allows loyalty program members to engage with the Prestige program and earn points as they shop for pre-loved items and resell their own clothes. A perfect blend of loyalty and sustainability.
Prestige results from the Prestige program
The Prestige Program is showing no signs of slowing down in popularity. Represent have driven over 79,000 loyalty program signups within 12 months, with program members completing over 313,500 loyalty activities in the same timeframe.
Represent’s Prestige program members are a key part of Represent’s continued growth, with 19.6% of total revenues coming from loyalty program members. Those members have a 4x higher lifetime value than guest shoppers or non-members and also purchase 3.4x as often.