How Exclusive Perks Turn Loyalty Into Love

To deepen customer loyalty and drive engagement, brands are increasingly rolling out exclusive membership benefits that reward shoppers with early access and limited-edition products. Streetwear brand Kith recently launched a three-tiered loyalty program, offering perks like exclusive access to custom drops and new releases. Claire’s revamped its loyalty program in November, spotlighting VIP privileges such as first access to new collections. In the direct-to-consumer space, children’s clothing brand Hanna Andersson introduced its first-ever loyalty program, giving members early access to new arrivals and limited-edition items. These initiatives reflect a growing trend: loyalty is no longer just about points—it’s about access, exclusivity, and emotional connection.

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