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The Value of Exclusivity
Whether it goes by the acronym “VIP” or “FOMO,” it’s a paradox of human behavior that the more exclusive something is, the more we want it. Exclusivity is the spark that ignites curiosity, urgency, and if you’re on the inside of the proverbial velvet rope, the psychological benefits of a sense of belonging and importance.
What does this translate to for brands? Exclusivity drives emotions like desire, making consumers want to click through, engage, and convert.
In marketing, we often hear about exclusivity in terms of scarcity—copy that shouts “Limited Edition” or “For A Short Time Only!” But (here’s another paradox) exclusivity doesn’t have to always be about less. It can also mean offering more—more value for your customers, more points of engagement along the customer journey, more unique reasons for them to come to your brand for the one-of-a-kind benefits they can only get from you.
What Works—And What Doesn’t
Let’s start with the basics. For something to be exclusive, by nature, it has to be unique, different from what any competitor can offer. Your differentiated value has to be clear to your customers—this is what catches their interest and makes them want to join your one-of-a-kind brand community. Without a clear sense of value, any exclusivity strategy is doomed.
Limited editions, collaborations, and luxury price points can all contribute to a sense of exclusivity, but these tactics aren’t suitable for every brand for a host of reasons, from consumer expectations to price point constraints. However, there is one strategy that works across the board and fosters an engaged, loyal community at the same time.
The secret to achieving this kind of exclusivity? Content. The right content can communicate and build brand value, creating those all-important points of differentiation. It can also become a draw in itself, creating benefits for the consumer they can’t find from competitors, like discovery, inspiration, and even boosted confidence levels.
Creating the Exclusivity Effect
While content is key, boosting exclusivity for your brand isn’t just about generic blog or Instagram posts. It’s a 360 strategy that stretches across platforms and guides your audience along every step of the consumer journey, from consideration to conversion.
Look and Feel
In our interconnected, digital world, the customer journey evolves across multiple channels and touchpoints. It’s more important than ever to create content with a clear brand identity for effective communication and nurturing.
For fashion retailers, this type of content used to mean the hours and expense of studio shoots to feature products. But today’s most innovative companies have adopted Stylitics’s AI-powered outfitting to create content at scale.
From social posts to email to homepages to PDPs, companies are creating and implementing custom, branded content—at the push of a button.
Assortment and Merchandising
You already know that fashion-forward, trend-driven products make the best window dressing, but it’s the basic assortment that drives revenue. Fashion items tend to generate lower margins and turnover, but they catch the consumer’s eye and help convey brand identity.
In-store, it’s easy to merchandise your assortment in a way that mixes fashion pieces with everyday buys, creating an exclusive brand atmosphere while still driving conversion.
Stylitics offers solutions for replicating these merchandising strategies online, reflecting your brand story and offering opportunities for discovery shopping through mood boards, lookbooks, and our Shop the Model modules. Tailor or dynamically pull in an assortment that optimizes conversion, boosting units per transaction and average order value by up to 40%.
Co-Creation
One of the most innovative new ways to boost exclusivity is through co-creation, engaging consumers in the creative process to design an offering uniquely for them. Co-creation increases the interactions between a brand and its customers, and in doing so, establishes a joint value exclusive to your brand.
While not every retailer is positioned to offer customizable products, Stylitics can help companies of all sizes design opportunities for co-creation with the consumer.
One major sports retailer uses our Mix and Match feature to construct a digital styling studio, where consumers can create shoppable outfits and looks to suit their style and needs. Our AI helps customers discover and consider new products from a range of categories while they enjoy engaging with your brand and creating a custom look.
It Really Is That Easy
Exclusivity isn’t (always) about selling the latest limited-run sneaker or a bag so expensive that only the 1% of the 1% can afford it. Every brand can create and boost its exclusivity by offering unique value to the consumer and creating an experience and community with which consumers want to feel associated.
If your content can engage your audience, drive conversions, and offer so much value they want to come back for more of what only you can offer, you’ve achieved the Exclusivity Effect.