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Why Jaded London’s most loyal customers have a 6x higher lifetime value

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Apparel case studies

Cult fashion brand Jaded London uses their loyalty program to support bold new moves, like international pop-up stores.

Jaded London’s journey with LoyaltyLion

Who are Jaded London?

Jaded London are a fashion brand based in London, UK, known for their bold, edgy aesthetic and cult-like following.

The brand balances exclusivity with accessibility through their trend-led collections, celebrity fans, and viral moments on social and beyond.

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Jaded London’s challenge

As a high-performing DTC brand with ambitious growth targets, Jaded London needed a loyalty solution that could drive retention and revenue growth, without compromising its carefully crafted vibe.

The wishlist:

  • Grow the brand’s overall revenue
  • Deploy a stronger customer retention strategy to help meet ambitious sales targets
  • Bring loyalty into their mobile app experience, built on VennApps
  • Seamlessly integrate loyalty with their ESP, Ometria 
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LoyaltyLion and Jaded London launch Community Rewards

Launched in 2023, Jaded London’s Community Rewards loyalty program is a clear voucher-based points program, rewarding loyalty with value-led perks. 

Members rise through the ranks, earning points through:

  • Purchases
  • Non-purchase engagement activities, like creating an account, following on socials, or leaving a review

Knowing exactly who their most loyal customers are means Jaded can reward them with unique, meaningful experiences that reflect the brand’s wild-child vibe.

That’s everything from launch parties and jumping the queue at pop-up stores – to having a say in new colors for Jaded products!

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The true success story of our LoyaltyLion program is the ability to tap into our data and understand how to be more personalized with our audience.

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Sade BennettCRM & Loyalty Manager, Jaded London

Genuine perks members can’t get enough of

Loyalty program members are also incentivized to refer friends with a give-and-get approach, offering points rather than typical discounts: 

  • Members earn 100 points for referring a friend – encouraging them back for a repeat purchase in the near future
  • The friend secures 10% off full-priced items – a strong incentive powering the acquisition of high-quality customers who are more likely to convert at that first purchase

Jaded also runs double-point promotions across their site, particularly during peak trading periods like Black Friday. The bonus opportunity to earn points gives members even more motive to engage during the promotional period, and return again to redeem these points against future purchases.

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As a highly ambitious brand, keeping high-value customers close is just as important to us as bringing new ones in. LoyaltyLion’s flexible platform makes that effortless, with clever rewards that keep our best shoppers locked in for the long run.

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Sade BennettCRM & Loyalty Manager, Jaded London

VIP tiers nurture members to secure long-term loyalty


The program drives further customer engagement through sleek VIP tiers that offer escalating perks the more committed a customer is to the brand.

Enrolling is a no-brainer given that Tier One members receive secret promo codes and first access to collections just for signing up. 

As they increase their points balance and rise through the tiers, the rewards keep coming:

  • First access to sales at Tier Two
  • Free standard delivery and access to parties at Tier Three
  • Pop-up shop queue jump at Tier Four

Each help the brand reward loyalty from an omnichannel POV. The results speak for themselves; top-tier members spend 5x more than lowest-tier members, and have a 58% higher average order value.

It means as customers move up tiers, their value to the business significantly increases — validating the effectiveness of the Community Rewards VIP tiers.

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Embedding loyalty into an agile tech stack


Jaded London integrated loyalty across their streamlined tech stack using LoyaltyLion integrations:

  • Using LoyaltyLion’s integration with their ESP, Ometria, Jaded London keeps close to its program members with automated tier progress and points balance emails that nudge shoppers to return regularly to redeem the rewards they’ve earned.
  • Using LoyaltyLion’s integration with VennApps, Jaded London has increased program participation and reward redemption as members can earn points and redeem rewards when shopping on mobile. 
  • The same goes for the program’s Shopify POS integration, ensuring members receive consistent omnichannel loyalty experiences as the brand launches its pop-up stores.
  • The loyalty program’s integration with Judge.me allows members to earn points by leaving a review, generating more UGC that drives conversion for the brand and increasing its reputation online. 
  • The Attentive integration enables the brand to reward customers with points for signing up to SMS, unlocking another point of contact for the brand with its top customers.

Finally, the integration with Gorgias empowers customer support advisors, allowing them to view a customer’s loyalty profile, and award points to smooth over any issues,  reducing customer churn.

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In today’s competitive ecommerce environment, a seamless multichannel experience was a non-negotiable. LoyaltyLion’s vast suite of integrations gives our loyal customers consistent, quality experiences, however they choose to shop.

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Sade BennettCRM & Loyalty Manager, Jaded London

Growing loyalty at home and abroad


A key selling point of LoyaltyLion was the ability to tap into all of Jaded London’s markets – including meeting their loyal US audience on home turf with brick-and-mortar pop-ups. 

Jaded was able to seamlessly set-up a US version of their loyalty program, and using LoyaltyLion’s Shopify POS integration, launched points-earning in their pop-up store in New York. 

Member experiences were top quality in the pop-up stores, with LoyaltyLion’s Novel integration making it quicker than ever for earned points to be added to customer accounts: simply scan the QR code, rather than giving your email address. Plus, top-tier members were able to skip the round-the-block queues.

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The results


Jaded London’s decision to reward its top customers has paid off.

The perks and rewards encourage members of the program to become stickier to the brand, driving dramatically increased engagement compared to non-members: 

  • This means redeeming members have a 6x higher customer lifetime value
  • In its first full year, the program enrolled over 100,000 new members 
  • Members completed almost 350,000 loyalty activities between them, including 87,000 newsletter signups
  • Redeeming members are purchasing 5x more often than non-members
  • This means redeeming members have a 6x higher customer lifetime value

We’re seeing serious results from our top shoppers thanks to our loyalty program. As retention remains a crucial part of our strategy, we’re inspired by positive trends in our LoyaltyLion Dashboard that point to where the next retention wins can come from.

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Sade BennettCRM & Loyalty Manager, Jaded London

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