Inside Represent’s Mobile App: Driving Greater Engagement, Sales & Loyalty

‍Brand Overview

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REPRESENT is a British streetwear label renowned for its rapid rise and cult-like global following. Founded in 2011 by brothers George and Mike Heaton, Represent evolved from a small UK t-shirt startup into a high-end streetwear brand on track to reach £100 million in annual revenue​. Known for bold designs and limited “drops,” the brand commands a passionate community of fans worldwide.

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By 2023, with an ever-expanding product line and international customer base, Represent’s leadership saw an opportunity to deepen engagement beyond the confines of its website. 

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They set their sights on a mobile app, recognising Venn Apps as the ideal partner to support their vision.

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The goal was bold: to create a standout app experience that would deepen brand connection, drive repeat sales & support the brand’s explosive growth.

The Opportunity

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Deepening Engagement Beyond Web

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‍‍Represent’s online store was already thriving, but the team knew they could do more to strengthen customer loyalty and lifetime value. 

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The brand’s Gen-Z and Millennial audience is active on mobile and craves immediate access to new drops and special releases.  Represent wanted a way to reward its core followers with early access, app-only products, and a community feel right on their phones.

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The challenge was to build a high-performance app that elevated the shopping experience with exclusivity, and loyalty in mind, all while reflecting Represent’s unique brand identity.

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The Approach

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Represent turned to Venn Apps to build a bespoke mobile app that would serve as a digital hub for the brand’s community. Venn Apps worked closely with Represent’s team to ensure the app was fully integrated with their Shopify set-up and optimised for design, performance and localisation.

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The finished product was a sleek, high-performance app fully branded in Represent’s aesthetic of bold typography and minimalist UI. 

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Alongside the on-brand designs, the app was also tailored for global reach: supporting multiple currencies and regions, automatically localising language and currency to match the user’s locale (a critical feature given Represent’s worldwide customer base)​.

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Most importantly, the app was loaded with exclusive features to galvanise the Represent fanbase, becoming the go-to destination for the brand’s most dedicated customers.

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Key Features – Exclusivity and Loyalty

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‍The Represent mobile app launched with an array of features designed to delight fans and keep them coming back. These include:

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Curated “Shop The Look"

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‍Taking inspiration from how customers like to style their outfits, the app introduced a “Shop The Look” section where users can browse complete, curated outfits. Fans can see how pieces from different collections pair together and purchase the whole look in one go.

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With stunning full bleed imagery & an effortless purchasing experience, Shop The Look became Represent's highest converting app screen.

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Early Drops & App-Only Products

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‍Exclusivity is a huge part of Represent’s appeal, and the app delivers it in spades. Product launches now often happen on the app first – sometimes hours or even a full day before the website.

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Represent uses Venn Apps' “app lock” mechanism before major drops: the website is temporarily password-locked and only app users get access to the new collection initially​.

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A push notification is sent to alert app users that a drop is live exclusively for them, often including a password or special link to unlock the app-only release.

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This strategy has proven incredibly effective in driving excitement. New releases frequently sell out among app shoppers before the general release, creating a buzz that further incentivises others to download the app.

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Additionally, app-only products are regularly offered – limited-edition items that are tagged on Represent's website with an "App Exclusive” banner. By making the app the only way to get certain items, Represent has made downloading it a no-brainer for loyal followers.

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‍Loyalty Program Integration (Prestige)

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Thanks to Venn Apps' integration with LoyaltyLion, Represent could seamlessly integrate its “Prestige” loyalty programme directly into the app, rewarding users for engagement and repeat purchases.

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Customers earn Prestige points for every purchase, which can then be redeemed for discounts or early access privileges. The app makes tracking and using these rewards simple, with a dedicated Account Page showing point balance and tier status. As users accumulate points, they can level up to higher tiers of membership, unlocking exclusive perks. The result is a community of VIP shoppers who feel appreciated and stay engaged with the brand between product launches.

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Results: Boosted Sales, Loyalty & Revenue

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‍Since launching the app, Represent has seen striking improvements across key metrics, validating its decision to launch an app. Some notable outcomes include:

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+14% Higher Average Order Value

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‍App users have a higher spend per transaction. The Average Order Value on the app is about 14% greater than on the online store. Features like Shop The Look have encouraged larger baskets, and the slick browsing experience makes adding extra items feel natural.

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+64% Purchase Frequency

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‍The frequency of purchases among app customers has surged. App users buy 64% more often than customers who stick to the web store. This is a direct result of the app’s engagement tools paired with push notifications.

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Timely notifications about new drops or sales pull users back in regularly. Instead of visiting the site occasionally, fans with the app find themselves checking in frequently and making more purchases when reminded of fresh products.

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Additionally, the integration of a loyalty solution has created added convenience and exclusivity for Represent's dedicated customers - meaning they purchase more frequently than on the website alone.

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+83% More Spend Per Customer

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‍Combining the effects of higher AOV and more frequent orders, the annual spend of an app customer is 83% higher on average than that of a web-only customer.

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In other words, each app users are buying more items, more often, which translates to significantly greater customer lifetime value for the brand. Represent’s investment in loyalty and exclusive features on the app has cultivated these high-value shoppers who feel a stronger connection to the brand.

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+10% Incremental Revenue Lift

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‍Perhaps most importantly, the app has driven net-new revenue for Represent. An 10% increase in total online revenue  can be directly attributed to the app’s introduction (above and beyond what the website alone would have achieved).

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This uplift comes largely from existing customers buying more than they previously would alongside new customers acquired via mobile app campaigns.

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The app has tapped into Represent’s highly engaged community to generate additional sales that likely wouldn’t have occurred through the website alone, delivering true incremental growth.

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Final Word

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Represent's mobile app now serves as the heartbeat of the brand’s community – a place where fans get the first look at new collections and feel like insiders. By offering early drops, app-only products and loyalty rewards, the brand has built a shopping experience that keeps its core audience coming back.

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In a world where mobile shopping leads the way, the app acts as a central home for the brand and its followers. It’s helped Represent grow its community, increase customer satisfaction, and drive real revenue growth.