Grebban redesigns Represent's loyalty programme to reward participation, not transactions
Most fashion loyalty programmes reward spending. For Represent, a UK streetwear brand with, the problem was different: the existing programme didn't reflect the relationship customers already had with the brand.
Stockholm-based e-commerce agency Grebban redesigned Prestige, Represent's loyalty programme, reworking its structure, interface and reward logic from the ground up. The result is a six-tier system built on progression and participation, integrated across Represent's e-commerce site, mobile app and physical stores.
“It's not about creating loyalty, it's about recognising it and giving it a more tangible form. The programme is designed to deepen identity and proximity, not incentivise behaviour.”
Petter Mild, Client Director of Design & Partner at Grebban
When the community already exists
Represent launched its first loyalty programme, Prestige, back in 2017. The programme functioned, but because it relied on a conventional points-and-rewards structure, it treated all customers the same regardless of how they engaged with the brand. Relationships was flattened into transactions.
"The community wasn't lacking motivation. It was lacking recognition and meaning," explains Petter Mild, Client Director of Design and Partner at Grebban. "People were already engaged, but the system didn't reflect their level of connection or progression with the brand."
That insight reframed the brief. Rather than designing incentives to drive behaviour, Grebban and Represent oriented the programme around making existing engagement visible — and giving it somewhere to go.
"The program is designed to deepen identity and proximity," Emil Ahdrian, Creative Director and Co-Founder at Grebban, explains. "It rewards not just spending, but participation, attention and cultural alignment as well as engagement. In that sense, it becomes an extension of the brand experience rather than a marketing tool layered on top."
“Points are inherently transactional. Progression is narrative, it creates a sense of journey and movement, which sits much closer to the culture Represent operates in.”
Emil Ahdrian, Creative Director & Co-Founder at Grebban
Focus on proximity, not purchases
Grebban replaced the points-driven model with a hybrid system. Points still exist, but progression across six tiers, from Member to VIP, determines the experience. Where competitors like Nike use a single tier and Adidas use four, the six-tier structure is designed to keep each next step within reach, creating a sense of continuous movement rather than distant thresholds.
Tier-specific rewards include early access to drops, exclusive garments, community events and, at the Platinum level, a physical membership card. Petter adds, "With Represent, we wanted progression to feel more granular, more attainable and more alive. Six tiers create a clearer sense of movement, where each step feels within reach rather than far away. This introduces momentum into the experience."
The programme also introduces Missions: challenges tied to specific brand behaviours such as exploring collections, visiting stores, attending events or using products during workouts. "If a mission didn't feel like something a genuinely interested customer would want to do anyway, it didn't make it in," says Emil Ahdrian.
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