Dive Brief:
- As other retailers refresh their customer incentives, apparel brand Kith on Thursday announced it launched the Kith Loyalty program.
- The three-tiered loyalty program offers members incentives such as members-only custom items, early access to select products, VIP invitations to the company’s events, line priority and in-store returns at its flagship stores, according to a press release emailed to Retail Dive.
- In celebration of the launch, the brand on Friday released its Molecule Exclusives collection for loyalty members, including apparel, accessories and limited-edition footwear.
Dive Insight:
To encourage participation, Kith is allowing consumers to earn loyalty points by entering contests, adding their shopping preferences to its mobile shopping app, checking into Kith events and visiting the brand’s physical stores.
The company partnered with Adidas to create limited-edition footwear for loyalty members. In addition to Adidas, the company has collaborated with and highlighted other shoe brands in the past year or so, including Asics, Hoka and Nike’s Air Jordan.
Meanwhile, as Kith builds its multi-tiered loyalty program, other brands and retailers have been investing in their own loyalty programs. Last August, Under Armour debuted its first loyalty program, allowing members to access special events, new merchandise and exclusive videos with Under Armour athletes and fitness experts. The following month, children’s apparel brand Hanna Andersson introduced its loyalty program, offering members discounts, rewards points for their purchases, exclusive access to new product launches, free shipping and sales.
As established and emerging brands build their loyalty programs, others are looking for ways to enhance their existing membership programs. Last February, Victoria’s Secret piloted its new “The VS & Pink Collective” program offering rewards, member exclusives, digital community features and added benefits for cardholders.
