Fashion brands face a critical retention challenge: customer acquisition costs continue climbing while 79% of consumers already belong to at least one loyalty program. The brands winning this battle use points programs that turn one-time shoppers into repeat customers—with the best programs generating substantial incremental revenue by year three.
According to research from Accenture, 66% of consumers say a brand's stance on sustainability influences their purchase decisions. This shift is driving fashion brands to rethink how they structure loyalty rewards.
Key Takeaways
- Points programs deliver measurable ROI for fashion brands, with members buying 50% more often than non-members.
- Top-performing fashion loyalty programs combine points earning with VIP tiers, experiential rewards, and sustainability incentives.
- Columbia Greater Rewards earned the highest customer satisfaction score (9.14/10) among all apparel programs in 2025.
- Fashion brands on Shopify can build customizable loyalty programs that rival major retailers using modern retention platforms.
- Sustainability-focused rewards are trending, with brands like H&M and The North Face offering points for recycling clothes and using reusable bags.
The right points program transforms customer behavior. Research shows that 75% of loyalty members report spending more with brands where they hold memberships. For fashion brands, this translates to higher average order values, increased purchase frequency, and stronger customer lifetime value.
This increased spending happens because loyalty programs create a psychological ownership effect. When customers have points in their account, they're more likely to return to use them—creating a virtuous cycle of engagement and purchases.
This guide covers the best points programs for fashion brands—from platforms that help you build your own to successful programs worth studying for inspiration.
1) Rivo — Build a Custom Points Program for Your Fashion Brand
Rivo stands as the modern retention platform built for Shopify Plus fashion brands that want full control over their loyalty experience. Unlike off-the-shelf solutions, Rivo delivers a fully customizable points system that integrates directly into Shopify's infrastructure.
Best For
Fashion brands on Shopify seeking enterprise-level loyalty capabilities without legacy platform limitations.
How It Works
Rivo Loyalty offers points-based programs with VIP tier automation based on spend, points earned, or orders placed. Brands set custom earning rules for purchases, reviews, social follows, birthdays, and custom actions via API. Redemption options include discount codes, store credit, free products, and free shipping.
Standout Features
- Checkout-integrated loyalty with 8+ checkout extensions—customers spend points as a payment method directly at checkout
- Visual page builder integrated into Shopify theme editor with custom CSS and fonts for complete brand control
- VIP tiers that sync automatically to Klaviyo and other email service providers for segmentation
Why It Works
Fashion brands using Rivo report 52x return on investment based on weighted case study medians. The platform powers programs for brands like Kitsch, which generated $5.8M in loyalty-attributed revenue with 1.2M activated customers.
This revenue impact comes from Rivo's ability to integrate loyalty into the entire shopping experience—not just a separate rewards page. Princess Polly, Oh Polly, and True Classic also run their retention programs on Rivo.
Performance Metrics
- 3.1x repeat purchase rate improvement
- +4% revenue attribution to loyalty activities
- 99.98% API uptime
Fashion brands can explore Rivo's loyalty onboarding services for white-glove implementation support.
2) Columbia Greater Rewards
Columbia Greater Rewards earned the highest customer satisfaction score (9.14/10) among all apparel loyalty programs in Newsweek's 2025 survey of 4,000+ consumers.
Best For
Outdoor-focused fashion shoppers who value quality and brand heritage.
How It Works
Members earn points on purchases with Greater Rewards VIP tiers unlocking escalating benefits. The program includes birthday rewards and member-only sales access.
Standout Features
- Highest satisfaction rating among all apparel programs surveyed
- VIP tier structure with progressive benefits
- Strong outdoor/adventure brand positioning
Why It Works
Columbia's program succeeds by aligning rewards with the brand's outdoor lifestyle positioning. The 9.14 score across six evaluation criteria—ease & enjoyment, benefit value, overall satisfaction, customer support, trust, and recommendation likelihood—indicates exceptional program design.
This satisfaction score matters because Harvard Business Review research shows that increasing customer retention by just 5% can increase profits by 25-95%. Columbia's high satisfaction directly translates to stronger retention economics.
3) Athleta Rewards
Athleta Rewards ranks as the second-highest rated apparel program (8.77/10), leveraging Gap Inc.'s multi-brand ecosystem for maximum member value.
Best For
Women's activewear customers who shop across Gap Inc. brands.
How It Works
Members earn 1 point per $1 spent (5 points per $1 with credit card) across Gap, Old Navy, Banana Republic, and Athleta. Points accumulate in a single wallet for cross-brand redemption.
Standout Features
- Multi-brand earning accelerates point accumulation
- Women's empowerment messaging differentiates from generic programs
- Part of Gap Good Rewards family increasing utility
Why It Works
The multi-brand ecosystem creates increased share of wallet—spending at one brand accelerates rewards usable at another. This model keeps customers within the Gap Inc. universe rather than shopping competitors.
According to Bond Brand Loyalty research, 79% of consumers say they're more likely to continue doing business with brands that have loyalty programs. Multi-brand programs like Athleta's multiply this effect across several shopping occasions.
4) The Nordy Club
The Nordy Club achieves 8.61/10 customer satisfaction for Nordstrom Rack by combining points with high-touch experiential benefits that justify premium pricing.
Best For
Fashion shoppers who value personal styling and exclusive access over pure discounts.
How It Works
Members earn points at both Nordstrom and Nordstrom Rack with three tiers (Member, Influencer, Ambassador) unlocking escalating experiential perks.
Standout Features
- Personal styling services for top-tier members
- Early sale access and exclusive shopping events
- Cross-earning between full-price and discount channels
Why It Works
Nordstrom proves that experiential rewards like personal styling and early access can drive higher satisfaction than discount-focused programs. The dual-channel approach (Nordstrom + Rack) maximizes member utility across price points.
Fashion brands building their own programs can implement similar VIP tier strategies to drive customer lifetime value.
5) adidas adiClub
adidas adiClub operates as the largest documented fashion loyalty program with 240 million members globally, proving that points programs work at massive scale.
Best For
Athletic apparel customers who value exclusive product drops and training content.
How It Works
Members earn 10 points per $1 spent across four tiers (Level 1-4). The program blends fashion benefits with athletic content through the CONFIRMED app for sneaker drops.
Standout Features
- Early access to exclusive sneaker releases via CONFIRMED app
- Dual positioning: fashion drops + athletic training content
- Awarded top loyalty program in apparel category by Bond's Loyalty Report 2021-2022
Why It Works
adiClub members buy 50% more often and have 2x the lifetime value of non-members. The program balances fashion appeal (exclusive releases, personalization) with athletic benefits (training app access, athlete meet-and-greets).
This 2x lifetime value metric demonstrates the compound effect of loyalty programs. When members both purchase more frequently and maintain relationships longer, the revenue impact multiplies significantly.
6) H&M Membership
H&M Membership demonstrates how fast-fashion brands can build loyalty at scale, with 120+ million members across 26 markets and 71% year-over-year growth.
Best For
Budget-conscious fashion shoppers who value sustainability initiatives.
How It Works
Members earn 1 point per £1 spent with 100 points unlocking a £3 voucher. Two tiers (Core and Plus) provide escalating benefits.
Standout Features
- Sustainability rewards: earn points for recycling clothes and bringing reusable bags
- Klarna BNPL integration for members
- Global scale across 26 markets
Why It Works
H&M addresses fast-fashion sustainability concerns by rewarding eco-conscious behavior. The 7.46/10 satisfaction score combined with 120M+ membership proves the model scales effectively.
The 71% year-over-year growth rate shows how sustainability initiatives resonate with younger consumers. Statista research indicates that the global sustainable fashion market is expected to reach $8.25 billion by 2023, making H&M's sustainability focus strategically sound.
7) Nike Membership
Nike Membership takes an unconventional approach: experiences and perks rather than traditional points. The program scored 8.03-8.13/10 across Newsweek categories.
Best For
Active lifestyle customers who want community and content beyond shopping discounts.
How It Works
Members gain access to exclusive products, Nike Run Club, Nike Training Club, and SNKRS app for limited releases. No points accumulation required.
Standout Features
- Wellness integration via Run Club and Training Club apps
- SNKRS app creates hype-driven community for limited releases
- Nike By You customization, receipt-free returns
Why It Works
Nike focuses on making the brand part of customers' daily routines—not just their purchases. The multi-app ecosystem creates daily touchpoints that pure points programs cannot match.
8) The North Face XPLR Pass
The North Face XPLR Pass connects loyalty directly to the outdoor adventure lifestyle, driving a 54% increase in landing page traffic at launch.
Best For
Outdoor enthusiasts who connect gear purchases with exploration activities.
How It Works
Members earn 1 point per $1 with 100 points = $10 voucher. Rewards issue seasonally (March, June, October) aligned with outdoor adventure seasons.
Standout Features
- National Parks check-in gamification for bonus points
- Renewed Take-Back Program rewards gear recycling
- XPLR Pass Trail Days events (group hikes, activities)
Why It Works
According to Vanessa Christie, Director of Loyalty at The North Face: "We're looking for more ways to bring The North Face to life in an experiential way"—with XPLR Pass membership required for access.
The 54% traffic increase demonstrates how experiential elements drive engagement beyond transactional rewards. This aligns with broader consumer trends toward experience-based value propositions.
9) Lululemon Membership
Lululemon proves that perks-only models work: 9 million sign-ups in the first 5 months with 30%+ utilizing at least one benefit.
Best For
Premium activewear customers who value convenience and community over accumulating points.
How It Works
Free to join with immediate access to perks. No points earning or accumulation required.
Standout Features
- Free hemming and receipt-free returns reduce purchase friction
- Partner benefits from Peloton, Erewhon, Life Time fitness
- Community experiences beyond product discounts
Why It Works
Lululemon's approach focuses on convenience over traditional discounts—maintaining premium brand positioning while still driving loyalty through service excellence.
The 30% benefit utilization rate in just 5 months indicates strong program engagement. For comparison, Forbes reports that the average loyalty program engagement rate hovers around 20-30%, making Lululemon's performance notably strong.
10) SKIMS Rewards — Mobile-First Innovation
SKIMS Rewards represents the future of fashion loyalty: app-only access that drives mobile engagement at scale.
Best For
Mobile-native shoppers who respond to exclusivity and drop culture.
How It Works
Two tiers (MARBLE and ONYX) with tier advancement via 4 purchases/year OR $500 spend OR 10 engagement actions.
Standout Features
- App-only exclusivity drives mobile adoption (25,000 App Store reviews)
- Automatic early access to drops and sales
- Flexible tier advancement (spend, purchases, or engagement)
Why It Works
SKIMS leverages product drop scarcity and celebrity founder Kim Kardashian's influence. The app-only positioning aligns with exclusivity while creating a direct mobile channel.
Frequently Asked Questions
What is a points program and why is it important for fashion brands?
A points program rewards customers for purchases and engagement activities with points redeemable for discounts, products, or experiences. Fashion brands benefit because 75% of loyalty members report spending more with brands where they hold memberships, directly improving customer lifetime value and reducing acquisition costs.
How can VIP tiers benefit a fashion brand's customer loyalty strategy?
VIP tiers create aspirational progression that motivates increased spending. Brands like Adidas show that tiered members buy 50% more often with 2x lifetime value. Tiers also enable personalized marketing—syncing tier status to email platforms allows targeted campaigns to each customer segment.
What are essential features to look for in a loyalty platform for Shopify Plus fashion merchants?
Shopify Plus fashion brands should prioritize checkout integration (letting customers spend points at checkout), VIP tier automation, Klaviyo and ESP integration, and visual customization that matches brand aesthetics. Modern platforms should use Shopify's native capabilities like theme app extensions and checkout extensions rather than legacy workarounds.
How does a referral program integrate with a points program to drive new customer acquisition?
Referral programs complement points programs by turning loyal customers into brand advocates. Fashion brands can award points for successful referrals, creating a closed loop where loyalty drives acquisition. Platforms like Rivo offer integrated referral marketing with fraud prevention built in, ensuring reward costs align with actual new customer value.
Why are sustainability rewards becoming important in fashion loyalty programs?
Sustainability rewards address growing consumer demand for environmental responsibility. According to Accenture research, 66% of consumers say a brand's sustainability stance influences purchases. Programs like H&M's clothing recycling rewards and The North Face's gear take-back initiatives turn eco-conscious values into tangible loyalty actions, differentiating brands in competitive markets.
