Building customer loyalty is much cheaper than acquiring a new one. That's a fact. And in the fashion sector, this reality is even more pronounced.
According to the Industry Report, 57% of French people remain loyal to a ready-to-wear brand.
Why? Because they find advantages in it: discounts, quality customer service, a personalised experience, etc.
But then, how do you set up an effective loyalty program in the fashion world?
What types of rewards work best?
What tools should you use to manage it?
And above all, how do you measure its success and avoid classic mistakes?
In this article, we give you all the keys to creating a program that boosts your retention rate and turns your customers into your best ambassadors.
If you are a retail brand, read our article dedicated to retail
Fashion is an extremely competitive sector, where trends evolve rapidly and consumers are constantly exposed to a multitude of offers.
In this environment, standing out is a major challenge.
A well-designed loyalty program should not be a simple incentive to buy, but a truly exclusive experience, tailored to customers' expectations.
But beyond the competition, fashion is also a sector where repeat business is naturally high.
Between new collections, impulse purchases and frequent renewals, customers regularly return to their favourite brands.
An effective loyalty program allows you to exploit this natural purchasing cycle by maximising customer recurrence and value.
Offering loyalty points, cleverly calculated discounts or progressive benefits reinforces this dynamic.
What's more, with the rise of ethical and responsible values, offering a range that includes second-hand, upcycling or charitable discounts further strengthens customer loyalty.
Our Industry Report also highlights that 34% of French people are influenced by a brand's values from their very first purchase, proving that commitment can be a powerful driver of loyalty.
Finally, attachment to a brand is not based solely on material benefits.
In a world where image and emotion are paramount, a successful loyalty strategy must be based on strong identity elements.
A fashion brand that focuses on a personalised customer experience, engaging communication and authentic storytelling can transform its customers into true ambassadors.
By integrating omnichannel, connecting the loyalty program to social media and promoting an inspiring vision, it creates a lasting bond with its community.
👉 Want to see an overview of your market ? Check out this article
A personalised program encourages your customers to come back based on their preferences and purchase history.
Hindbag, an ethical brand of organic cotton bags, perfectly illustrates the effectiveness of a well-thought-out loyalty program. In just one year, the company has generated more than 3,700 new customers and €200,000 in sales through referrals.
Their challenge? To create a community of ambassadors committed to their ethical values. To achieve this, Hindbag has set up a system of accumulating points that can be converted into discounts, without using promo codes from the first order.
The program is based on three essential pillars:
The result is more than 2,700 customer reviews collected and 300 pieces of content generated.
The secret of this success lies in the perfect integration of all their social media into their loyalty strategy, precisely meeting the expectations of their target audience.
What makes the difference is the ease of use of the Loyoly platform, which made it possible to roll out the program quickly and adapt it to different sales periods. An approach that proves that a fashion loyalty program works particularly well when it combines concrete benefits and shared values.
👉 Access the full case study on Hindbag
We Are Jolies, an ethical lingerie brand celebrating female diversity, has transformed its underperforming loyalty program into a powerful growth driver. The challenge? To create a system that reflects their values of inclusivity while increasing customer engagement.
The solution implemented is based on two complementary axes:
The major innovation: a three-tier VIP level system unlocking progressive benefits (free delivery, points multiplier, exclusive discounts). Customers can exchange their points for vouchers up to €100 or exclusive products.
Results after only 5 months:
The key to success?
A program aligned with the beliefs of the customers, allowing, according to the brand, ‘to reward those who are receptive to our messages and to offer them products in line with their beliefs.’
👉 Access the full case study about We Are Jolies
Pssst... You might find this interesting!
You want a loyalty programs like Hindbag or We Are Jolies ? We can probably help. Check out our platform!
Rewards are an essential lever for building customer loyalty.
They come in several forms that meet a variety of expectations.
Discounts, access to exclusive products, loyalty points and solidarity rewards can all be combined to create an attractive offer.
Rewards based on discounts are a strong motivator for repeat purchases.
In the fashion sector, a cashback of 5 to 10% is often recommended.
The idea is to multiply the exchange value in order to increase the perceived value of the points earned by the customer.
This strategy turns every expense into an opportunity to reinvest in your program.
Offering exclusive items reinforces the feeling of belonging and of being a VIP.
Early access to collections or unique items is a powerful way to build customer loyalty.
Your customers feel recognised and privileged, which creates a strong emotional bond with your brand.
The latest example is that of solidarity rewards. They are establishing themselves as an innovative and engaging solution.
They enable you to build customer loyalty while strengthening the emotional bond between your brand and its consumers, by aligning their commitment to causes that matter.
Your customers can transform their points into donations to associations or by integrating solidarity actions into the purchasing process.
You are responding to growing expectations in terms of social and environmental responsibility, which are even more important in the fashion industry, one of the most polluting sectors.
To measure the success of your loyalty program, it is essential to monitor specific indicators.
In particular, you should focus on customer retention, customer lifetime value (LTV) and average order value.
In a sector where customers have so many choices and are constantly being solicited by various offers and discounts, these indicators become crucial.
Customer retention demonstrates your ability to keep your customers loyal despite the multitude of alternatives available.
LTV evaluates the value generated by a customer over the entire duration of their relationship with your brand, and the average order value reveals whether your actions encourage larger purchases.
Learn more about these concepts, read the full article on the 11 KPIs that are essential in ustomer loyalty
In a sector where competition is intense, every detail counts.
Here are four mistakes to avoid that can prevent you from personalising your approach.
A generic loyalty program is not enough in fashion.
Your customers expect a tailor-made offer, adapted to their tastes and their purchase history.
Neglecting personalisation means missing out on a strong commitment.
Following up on engagement is essential for adjusting your program.
Without regular analysis, you risk offering actions that no longer correspond to your customers' expectations.
Stay tuned and adapt your offers according to the feedback.
You need to find the right balance between rewarding your customers and maintaining the profitability of your program.
Too many poorly calibrated rewards can dilute the perceived value and negatively impact your margins.
Make sure you offer relevant benefits.
In the fashion sector, omnichannel is crucial.
Your customers interact with your brand on several channels.
A loyalty program must be consistent and accessible, whether it is online, in-store or on social media.
A unified approach enhances the customer experience and optimises the impact of your actions.
Evolution is the key to keeping your loyalty program attractive in the fashion industry.
You need to adapt it according to indicators and customer feedback.
Closely monitor your KPIs and adjust your actions to meet new consumer expectations.
The ethical and environmental aspect should not be neglected and can be an interesting lever, particularly with the solidarity rewards already discussed in the article.
Fashion is one of the most polluting industries. Integrating these issues into your loyalty strategy can strengthen customer engagement.
By aligning your program with responsible values, you create a strong and authentic bond with your audience.
This approach, which is both profitable and committed, transforms each interaction into a lasting and meaningful experience.
Loyoly is a loyalty and referral platform combined with UGCs, which helps to engage customers in 40+ ways to increase LTV and social proof, while reducing CAC.
