Return on Investment
of shoppers are net new to the brand
average spend over credit limit
In the fast-paced world of rave fashion, anything having to do with sustainability seemed impossible. Freedom Rave Wear (FRW) was up to the task. This case study explores how their groundbreaking Circular Rave Wear branded resale program, built on a partnership with Treet, redefined sustainability in the rave scene and inspired a new wave of eco-conscious fashion.
Building a Circular Future:
FRW's decision to enter the resale arena stemmed from a dual desire: to expand their sustainability efforts and cater to their community's needs. Recognizing the growing demand for eco-conscious fashion choices, they saw branded resale as a natural extension of their brand ethos.
"The resale program aligned perfectly with our sustainability values and customer engagement goals," explains Michael Hodgens, Chief AI Officer of Freedom Rave Wear.
By creating a trusted platform for buying and selling pre-loved FRW pieces, they empowered customers to shop sustainably and connect with the vibrant rave wear community.
Treet: The Perfect Partner:
When selecting a branded resale partner, FRW prioritized user experience, seamless integration, and expertise in branded resale. Treet emerged as the clear frontrunner, impressing them with their user-friendly platform, proven track record, and ability to cater to community-driven resale programs. Additionally, Treet's option for store credit incentives resonated deeply with FRW, as it facilitated customer loyalty and encouraged repeat purchases.
A Winning Marketing Strategy:
FRW's success with Circular Rave Wear is a testament to their strategic marketing approach. They launched a multi-pronged campaign that effectively targeted their core audience. A combination of targeted email and SMS marketing campaigns kept existing customers informed about the new program, highlighting the benefits of pre-loved fashion and the convenience of a curated resale platform. Additionally, social media campaigns (both organic and paid) generated buzz and top-of-funnel awareness, attracting new customers interested in exploring the world of pre-loved FRW pieces. This comprehensive approach resulted in a remarkable 15X ROI for their resale program.
Metrics that Speak Volumes:
The impact of Circular Rave Wear extends far beyond marketing success. Within four short weeks, the program has garnered impressive results. Nearly 5,000 peer-to-peer and off-price listings have been added to the platform and they are on track to generate $200,000 sales in their first year. Engagement metrics are equally promising, boasting over 5.4K Circular Rave Wear users and a high average order value of $88, indicating customers are purchasing multiple items.
Beyond Expectations:
The performance of Circular Rave Wear has surpassed even FRW's optimistic expectations. The high average order value and exceptional ROI exceeded initial projections. Additionally, the strong uptake of store credit options (with an average spend of 112% over credit value) highlights the success of loyalty incentives in driving repeat business. Another unexpected boon was the substantial contribution (55%) of brand-direct resale, comprising samples and excess stock items. This offered customers access to high-quality, near-new pieces while recouping value for FRW.
Looking Forward with Confidence:
FRW envisions Circular Rave Wear continuing to flourish. They plan to introduce exclusive benefits for customers who actively participate in the circular economy. Exploring the possibility of in-person pop-up shops further strengthens their desire to foster a vibrant community around pre-loved rave wear.
Key Takeaways for Fashion Brands:
FRW's success with Circular Rave Wear provides a valuable roadmap for other fashion brands considering the resale landscape. Here are some key takeaways:
- Understand your community: Prioritize the needs and desires of your customers.
- Embrace a trusted partner: Choose a resale platform with expertise and a seamless user experience.
- Incentivize loyalty: Offer credit or perks that tie back to your brand.
- Market strategically: Utilize a multi-pronged marketing approach to reach your target audience.
- Embrace the community: Foster a circular fashion ecosystem with engaged customers.
Conclusion:
Freedom Rave Wear's journey with Treet serves as a powerful example of how branded resale can be a win-win situation for both brands and consumers. By prioritizing sustainability, fostering community engagement, and implementing a strategic marketing approach, FRW has set the stage for a thriving future in the circular fashion economy. Their success story encourages other fashion brands to embrace the power of branded resale and unlock a new era of sustainable and profitable growth.