Grey Bandit's Gifting Suite Gave Customers the Influencer Treatment
Laura McQuarrie — November 8, 2024 — Business
Gen Z-targeted fashion brand Grey Bandit transformed the traditional influencer gifting suite by creating a customer-centric experience typically reserved for social media users with large online followings—or members of the media, editors or celebrities.
“With traditional influencer marketing, the ROI isn’t there anymore, and it just keeps getting more and more expensive,” co-founder Courtney Glasser revealed to Glossy, “It’s just not sustainable for our brand to work with influencers like we used to.”
At the first-ever customer gifting suite, Grey Bandit focused on sharing new, never-before-seen styles, and guests got to walk away with items like branded T-shirts and tote bags filled with items like a scarf, a piece of jewelry, and small items like pouches, socks and stickers. The 200 customers invited by the brand also received a sweater and a sleepwear set.
“With traditional influencer marketing, the ROI isn’t there anymore, and it just keeps getting more and more expensive,” co-founder Courtney Glasser revealed to Glossy, “It’s just not sustainable for our brand to work with influencers like we used to.”
At the first-ever customer gifting suite, Grey Bandit focused on sharing new, never-before-seen styles, and guests got to walk away with items like branded T-shirts and tote bags filled with items like a scarf, a piece of jewelry, and small items like pouches, socks and stickers. The 200 customers invited by the brand also received a sweater and a sleepwear set.
Trend Themes
1. Customer-centric Gifting - Grey Bandit shifted the focus from influencers to everyday customers, creating a more inclusive and engaging marketing strategy.
2. Exclusive Event Marketing - The brand's event showcased new fashion lines in a unique setting, emphasizing direct customer interaction over traditional advertising.
3. Experiential Marketing - With hands-on gifting suites offering personalized swag bags, brands are crafting memorable experiences that resonate deeply with consumers.
Industry Implications
1. Fashion Retail - Fashion brands are innovating by hosting exclusive gifting events, directly connecting with and rewarding their loyal customers.
2. Marketing and Advertising - Shifting away from influencer reliance, companies are exploring new ways to engage customers through direct, immersive experiences.
3. Event Planning - There is a growing demand for customized, unique event experiences that facilitate direct brand-to-consumer interactions.
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