Loyalty programs are really common in the fashion world. Almost every fashion brand has some kind of rewards program.
If you’re curious about the latest trends in fashion loyalty programs and how the big brands do it, you’re in the right place. In this article, I’ll show you 9 examples of fashion loyalty programs. We’ll look at their websites, program rules, and the strategies that make them so successful.
Hopefully, this will give you some ideas for your own loyalty program. Let’s dive in!
Why Fashion Brands Need Loyalty Programs?
Fashion is a very competitive industry, and retaining customers is no easy task. Business owners encounter several obstacles:
- High competition: In 2023, there were 194,306 clothing boutiques in the United States alone, and there are currently 526,365 live Shopify stores in the Apparel category. The fashion industry is saturated, with new brands emerging constantly, making it difficult to stand out.
- Seasonal trends: Fashion is cyclical, with customers often shopping only during peak seasons or for specific occasions. Keeping them engaged during off-seasons is a tough task.
- E-commerce returns: Online fashion shopping convenience has its downside, with high return rates estimated at 30-40% globally, mostly happening due to fit issues, significantly impacting profitability and brand relationships.
- Price sensitivity: The ability to compare prices instantly online makes it difficult for brands to build long-term customer loyalty, as consumers are more likely to switch to competitors offering better deals.
Thus, loyalty programs provide fashion brands with a proven way to secure a competitive edge in this ever-evolving market.
- Enhanced brand image: According to a 2023 report by Invesp, 69% of consumers say their choice of retailer is influenced by where they can earn customer loyalty or rewards program points. If your brand has a loyalty program, you’ll have the upper hand.
- Improved customer retention and profits: Rewards, exclusive offers, and personalized experiences give customers a reason to return to your store, which translates to more frequent purchases. Research by Bain & Company shows that customers enrolled in loyalty programs are five times more likely to repurchase from the same brand.
- Differentiate Your Brand in a Crowded Market: The fashion industry is highly competitive, and loyalty programs help brands stand out. A unique program that reflects your brand identity—whether it’s offering sustainable rewards or premium VIP experiences—can set you apart and attract a loyal customer base.
How Fashion Brands Build Loyalty Program: 9 Innovative Examples
These 9 fashion brands have awesome loyalty programs. Let’s take a look!
Lululemon Membership
Let’s start with Lululemon, the athleisure giant that’s captured the hearts (and wallets) of yoga enthusiasts and fitness fanatics worldwide. They’ve nailed their target audience: those who value quality, community, and a healthy lifestyle.
Lululemon doesn’t have a traditional points-based loyalty program. Instead, they’ve opted for a paid membership program.
Lululemon’s Loyalty Program Structure
Lululemon features two membership options:
- Essential Membership (free to join) accesses the typical offer
- Studio Membership ($39/month) offers a more premium experimental offering.
This tiered approach ensures that customers can receive value propositions from brands.
Types of Rewards Offered
- Experiential rewards: Members enjoy curated events, workout classes, and wellness experiences, fostering a sense of community and exclusivity.
- Product rewards: The paid membership includes a complimentary pair of pants or shorts annually, which aligns with members’ interests and enhances perceived value.
- Discounts and promotions: Members receive exclusive discounts, early access to sales, and special offers, incentivizing continued engagement and purchases.
Key Takeaways:
- Offer Experiences, Not Just Discounts: Modern customers crave unique experiences. Consider adding perks like exclusive events, classes, or workshops that resonate with your target audience.
- Create a Sense of Community: Building a loyalty program isn’t just about transactions. It’s about connecting customers to your brand and to each other.
Nike Membership
It is impossible for a sports lover not to know Nike, a brand synonymous with athletic performance and inspiring millions to “Just Do It.”
Nike’s loyalty program, Nike Membership, is a fantastic example of how to build a community and offer value beyond just discounts.
Nike’s Loyalty Program Structure
All members, regardless of purchase level, can enjoy all the benefits of Nike Membership at no cost. Active members who engage with Nike’s fitness apps (Nike Training Club and Nike Run Club) unlock additional benefits.
This loyalty structure emphasizes customer engagement over just spending.
Types of Rewards Offered
- Exclusive products: Members gain access to limited-edition releases and products before they are available to the general public.
- Personalized services: The Nike Training Club and Nike Run Club apps allow members to receive customized workout plans and expert advice tailored to their fitness goals.
- Special Offers: Members receive birthday discounts, free shipping, customization services, and other promotions that enhance their shopping experience.
Key Takeaways
- Incorporate Technology: If it aligns with your brand, use apps or digital tools to engage your customers, such as tracking progress, fitness goals, or usage.
- Building a community: Nike’s strategy highlights the power of creating a free, accessible program that focuses on building a community and offering valuable experiences.
By providing personalized service, exclusive access, and a seamless omnichannel experience, they’ve created a loyalty program that truly motivates and inspires.
SAVAGE X FENTY Rewards Membership
Savage X Fenty, founded by Rihanna in 2018, has redefined the lingerie market with its bold, inclusive, and body-positive approach. Targeting a diverse audience, the brand celebrates confidence and individuality and offers styles for all shapes and sizes.
Savage X Fenty Rewards Membership is a unique loyalty program designed to reward customers with exclusive benefits while encouraging frequent shopping and engagement.
Savage X Fenty’s Loyalty Program Structure
Members pay a $59.95 monthly membership fee that can be used as store credit while also unlocking special rewards, perks, and savings.
Pack of rewards offered
- Exclusive discounts: Enjoy up to 25% off sitewide and VIP pricing on Savage X Fenty styles. An exclusive email code for 15% off Fenty Beauty and Fenty Skin products on the second Tuesday of every month.
- Early access: Members receive early access to new collections, collaborations, and product drops.
- Annual birthday gift: Receive a free limited-edition Savage X Tote Bag with your first purchase during your birthday month
- Free underwear pack or bra: Earn a free underwear pack or bra after every 5 billings
- Free shipping: Enjoy free shipping on all orders of $59.95+.
Key takeaway
- Incorporate a Flexible Subscription Model: If a subscription suits your business, make it customer-friendly by allowing members to convert fees into store credit. This reduces friction and adds perceived value.
- Focus on Exclusivity: Offering VIP-only collections and early access creates a sense of privilege that keeps members engaged and excited.
- Deliver Everyday Value: Discounts, free shipping, and store credits make the membership worth it for customers, ensuring they stay subscribed.
H&M
H&M, a worldwide recognized fashion retailer, is celebrated for offering trendy and affordable apparel to a diverse customer base.
To enhance customer engagement and foster brand loyalty on such a large scale, H&M has launched the H&M Loyalty Program, a complimentary digital loyalty program that rewards members with exclusive benefits, personalized offers, and seamless shopping experiences.
H&M’s Loyalty Program Structure
The H&M Membership operates on two distinct levels:
- Core Member (accessible upon joining) and Plus Member (upon accumulating 500 points) within a designated qualification period, unlocking additional exclusive perks.
- Every $1 spent can be exchanged for 1 point.
Attractive rewards offered
- Welcome offer: New members receive a 10% discount on their next purchase as a token of appreciation for joining.
- Exclusive offers and discounts: Members gain access to special promotions, member-only prices, and personalized discounts.
- Birthday treats: In celebration of members’ birthdays, H&M provides special offers to make the occasion memorable.
- Free shipping and returns: Core members enjoy free shipping on orders over a certain amount, while Plus members benefit from free shipping on all orders and complimentary online returns.
- Early access and exclusive events: Plus members receive early access to new collections, sales, and invitations to exclusive events.
- Sustainable initiatives: Members can earn additional points by participating in H&M’s garment collection program, which promotes sustainability and rewards eco-friendly actions.
Key takeaways
- Make It Free and Easy to Join: A simple, accessible program encourages more customers to participate. Don’t let complicated sign-ups be a barrier.
- Incorporate Tiered Rewards: Add extra perks for your most loyal customers to keep them engaged and motivated to spend more.
- Reward Sustainable Actions: If it aligns with your brand, consider offering rewards for eco-friendly behaviors like recycling or opting for sustainable packaging.
Bloomingdale Loyallist Program
Bloomingdale is a premier American department store renowned for its high-end fashion, luxury goods, and exceptional customer service.
Bloomingdale’s offers the Loyallist program, which is designed to make customers feel like VIPs while encouraging repeat purchases and building a strong community.
Bloomingdale’s Loyallist Program structure:
This is a points-based loyalty program that’s free to join. It also incorporates tiered rewards for the brand’s most loyal customers, encouraging increased spending to unlock more benefits.
- Loyallist: no minimum spend
- Top of the List: $5,000
- Top of the List Unlocked: $15,000.
Points are earned on purchases, with 5,000 points equating to a $25 reward. The point accumulation rate varies by tier and payment method.
Fascinating rewards offered
- Reward cards: For every 5,000 points accumulated, members receive a $25 reward card redeemable on Bloomingdale’s merchandise.
- Free shipping: All members enjoy free shipping on online purchases, with premium shipping options available for higher-tier members.
- Exclusive offers and events: Members gain access to special promotions, personalized monthly offers, and invitations to private events and experiences.
- Personal triple point days: Members can select personal triple point days annually, with the number of days increasing by tier
- Additional perks for higher tiers: Top of the List and Top of the List Unlocked members receive benefits such as unlimited return windows, free gift wrapping, early access to sales, free local delivery, and more.
Key takeaways
- Incentivize Spending with Tiers: Offering additional benefits for higher spenders motivates customers to purchase more frequently and move up tiers.
- Make Rewards Tangible: Rewarding customers with specific benefits, like a $25 reward card, makes the value of the program clear and attainable.
- Leverage Partnerships: Bloomingdale’s credit card integration encourages loyalty by providing extra rewards for cardholders. Consider partnerships that complement your brand to offer additional perks.
The North Face XPLR Pass Loyalty Program
The North Face, the renowned outdoor apparel and equipment brand, has a loyalty program that encourages exploration and rewards adventurers: the XPLR Pass. It’s designed to foster a community of outdoor enthusiasts and provide valuable benefits to those who embrace the brand’s adventurous spirit.
The North Face XPLR Pass Loyalty Program structure:
The XPLR Pass is a points-based loyalty program that rewards members for purchases and engagement. It’s free to join and:
- Members earn 1 point per dollar spent and can redeem 100 points for a $10 reward, up to $50 per cycle.
- Points can also be earned for activities like referring friends, using reusable bags, engaging with The North Face app, and checking in at stores or locations, encouraging both brand interaction and sustainable practices.
A variety of rewards are offered, including:
- Monetary rewards: Members receive $10 for every 100 points earned, redeemable on future purchases.
- Exclusive access: Early access to new products, limited-edition collections, and special promotions.
- Experiential opportunities: Invitations to exclusive events, product field-testing opportunities, and other unique experiences tailored for outdoor enthusiasts.
- Sustainable initiatives: Additional points for eco-friendly actions, such as using reusable bags during in-store purchases.
Key takeaways
- Diverse earning opportunities: Offering multiple ways to earn points beyond purchases—such as referrals, app engagement, etc.—encourages broader interaction with the brand.
- Sustainability integration: Integrating eco-friendly initiatives into the program resonates with environmentally conscious consumers and promotes brand values.
- Gamification: Encouraging customers to earn points for activities like checking in at national parks and completing quizzes adds a fun and interactive element.
Nordstrom Nordy Club
Renowned for its exceptional customer service and thoughtfully curated selection of premium fashion, accessories, and beauty products, Nordstrom elevates the shopping experience with its loyalty program, The Nordy Club.
Nordstrom Nordy Club structure:
The Nordy Club is a tiered loyalty program with point-based rewards. It’s free to join, but customers can unlock additional benefits by reaching higher tiers based on their annual spending.
There are four levels:
- Member: no minimum spend
- Influencer: $500+ annually
- Ambassador: $5,000+ annually
- Icon: $15,000+ annually on a Nordstrom credit card.
Members earn 1 point per dollar spent, while Nordstrom credit cardholders earn 2 points per dollar. Higher tiers offer faster point accumulation and exclusive perks.
Unique rewards offered include:
- Nordstrom Notes: For every 1,000 points accumulated, members receive a $10 Nordstrom Note, which can be used toward future purchases.
- Exclusive access: Members gain early access to select sales, product launches, and invitations to special events.
- Personalized experiences: Benefits include complimentary alterations, access to beauty and style workshops, and priority access to fashion events, varying by membership tier.
- Additional perks for higher tiers: Ambassador and Icon members enjoy benefits such as priority customer service, access to exclusive shopping experiences, and more.
Key takeaways
- Experiential Focus: Offers a range of experiences beyond just discounts, enhancing the shopping experience and building stronger customer relationships.
- Personalized Services: Provides personalized services and benefits that cater to individual customer needs and preferences.
- Omnichannel Approach: Points can be earned and redeemed across all Nordstrom brands and channels, including online, in-store, and at Nordstrom Rack.
Urban Outfitters Rewards Program
Urban Outfitters is a popular lifestyle and fashion retailer that caters to young, trend-savvy shoppers who value individuality and self-expression. Its rewards program, UO Rewards, is a perfect reflection of the brand’s cool, contemporary vibe.
Urban Outfitters Rewards Structures
Members earn points for every dollar spent (100 points = $5 reward) and through multiple engagement activities.
3 levels of perks are Member, Silver, and Gold. Where Silver and Gold members earn 2x and 3x points for each purchase.
Types of Rewards Offered
- Monetary rewards: For every 100 points, members receive a $5 reward, which can be applied to future purchases.
- Exclusive access: Members gain early access to sales, product launches, and special promotions.
- Member-only giveaways: Opportunities to participate in exclusive contests and giveaways, providing chances to win unique prizes.
- Anniversary discounts: Special discounts are offered to members on the anniversary of their enrollment.
Key takeaways
- Multi-faceted earning opportunities: Allowing customers to earn points through purchases and various engagement activities encourages broader interaction with the brand and enhances the overall customer experience.
- Immediate incentives: Offering a welcome discount upon joining provides immediate value, encouraging sign-ups and initial engagement.
- Personalized rewards: Tailoring rewards such as anniversary discounts and member-only giveaways to individual customers sense of appreciation.
- Encourage App Adoption: If you have a mobile app, use it as a central hub for your loyalty program, offering points and rewards for app-specific activities.
Lethe
Lethe, a Canadian sustainable women’s wear designer brand, uses Joy Loyalty to power its Rewards program. It’s a fantastic example of how a smaller brand can leverage a loyalty program to build community, reward customers, and promote its values.
How Lethe’s Rewards Program Works
The Rewards Program, powered by Joy Loyalty, is a points-based loyalty program that rewards customers for shopping and engaging with Lethe.
Customers earn points for various actions, including:
- Making purchases (1 point for every $1 spent)
- Signing up for the program
- Following Lethe on social media
- Leaving product reviews
- Referring friends
The program features four tiers based on customers’ spending: Source, Stream, Depths, and Sea. The higher tiers offer more rewards and benefits.
Attractive rewards offered:
- Discounts on purchases: Points can be exchanged for discounts on future purchases (100 points = CA$5)
- Free the classic lethe T-shirt: Members can redeem a free t-shirt, excluding a Source member.
- Welcome gift: A special gift for new members when they join, available only at Source
- Birthday gift: Exclusive birthday rewards are available for all member
- Members-only sales: Access exclusive members-only sales starting at the Stream level
- Invite-only benefits: Exclusive invite-only perks are unlocked at the highest tier.
Key takeaways
- Multi-channel engagement: Encouraging point accumulation through various activities—purchases, reviews, account registration, and birthdays.
- Immediate enrollment incentives: Offering bonus points upon joining motivates customers to enroll and begin engaging with the program promptly.
- Clear value proposition: Allowing points to be redeemed for discounts on future purchases offers straightforward value and encourages repeat business.
Best Practices for Creating an Engaging Fashion Loyalty Program
Creating an engaging fashion loyalty program requires a strategic approach that resonates with your target audience and fosters long-term relationships.
Here are some best practices to take note of:
- Make Your Program Reflect Your Brand: Your loyalty program should feel like an extension of your fashion brand. Whether you’re a luxury label or a trendy streetwear store, your rewards and messaging need to align with your identity.
- Personalization: Utilize each individual’s data to offer personalized style recommendations and exclusive offers that reflect their unique tastes.
- Omnichannel integration: A seamless experience across all platforms—online, mobile, and in-store—will allow customers to earn and redeem rewards regardless of the shopping channel, enhancing convenience and engagement.
- Experiential rewards: Go beyond discounts by offering exclusive access to events, early product releases, or personalized services, strengthening emotional connections with your brand.
- Community building: Foster a sense of belonging by creating communities where members can share experiences, provide feedback, and connect over shared interests.
- Choose the best loyalty app: The right loyalty app can greatly improve the effectiveness of your program. Joy Loyalty is a powerful solution for Shopify merchants, offering everything from point-based systems to tiered rewards and referral programs. Its intuitive interface ensures a smooth experience for both you and your customers while growing brand loyalty.
Ready to Build Your Loyalty Program for Your Fashion Brand?
Crafting an engaging loyalty program requires a mixed strategy of a clear value proposition, personalized rewards, and a smooth omnichannel experience. The best loyalty programs connect emotionally with customers and encourage long-term engagement.
Now it’s your turn to take these insights and transform them into a strategy that resonates with your audience. With Joy Loyalty, you can simplify the process of creating a program tailored to your brand’s needs with the most upgraded analytics and builder tool!
