All the Fashion Brands betting on Memberships
Will you join the club?
It feels like every week a new fashion brand launches its membership program. To keep track of everything that’s happening in this space, we felt the urge to gather all the programs we’ve come across into one handy membership index.
To bring a bit of structure to the jungle of 60+ programs, we categorized them along the two main aspects of a membership: “What do you get?” and “How to get in?”
How to get in?
Broadly speaking, there are three models of how to become part of a membership program
- Free: Programs with no strings attached. Sure, members have to share some personal data but there is no minimum spending or tiers.
- Loyalty: Most memberships are structured as loyalty programs. Members get some reward when they enter but most of the benefits have to be earned through purchases or social interaction with the brand.
- Paid: Some brands tackle their memberships as real products where members have to pay to become part of the club.
What do you get?
We have identified five major categories of benefits that brands provide their members. The “benefit diversity” is calculated as the number of benefit categories that a programme comprises
- Financials: Discounts, free shipping, free gifts, or points that can be redeemed for purchases. Le Club Lacoste offers a free product to celebrate their members’ birthdays. Depending on the exclusivity of the gift, this can also be considered as an exclusive benefit, rather than a financial one. Early Majority offers Member Pricing where members pay a fraction of the retail price.
- Exclusives: Access to exclusive products, early releases, or member-only sales. Adidas’s CONFIRMED App gives early access to limited-edition sneakers and exclusive product drops.
- Service: Enhanced customer service options such as express shipping, extended return periods, dedicated support lines, or styling and alteration services. A.P.C. offers free standard alterations as part of its loyalty program.
- Community: Invitations to member-only events, access to exclusive communities, or networking opportunities. Rapha Racing Club members get to join community rides and connect with members at Clubhouses around the globe.
- Content: Access to unique content such as tutorials, style guides, or behind-the-scenes videos. BANDIT’s IG Close Friends gives behind the scenes access to every campaign shoot and other miscellaneous office antics.
Nike Membership is unique in that it offers a free membership with benefits across all categories. Having more benefits doesn’t necessarily mean a program is better. But it does highlight the diversity of benefits available. This helps us distinguish between memberships that focus on a few specific types of benefits and those that offer a broader range.
Whether you’re a brand looking to develop your own program or a consumer curious about what’s out there, this index will be your go-to resource. This is a work in progress and we will continue to add new brands. Let us know if we’re missing any.
We’re happy to share our knowledge and expertise to help you get started with a membership.