A Wren Says

So many brands have loyalty program. The purchases you make become points that you can redeem towards dollars off your order, products, or perhaps trinkets. But what if you could turn the points you earned buying clothes into an experience? It seems this New York Fashion Week, Gap Brand is making your points go further than ever before.

This year, the brand has added special events to their Encore marketplace. Loyalty program members can choose to attend parties, sit at fashion shows, or go behind the scenes with designers. It’s an extra special touch that fashion lovers will definitely enjoy.

For years, loyalty meant maybe getting a little extra something that you could have paid for yourself. But these fashion week opportunities are events that most would never experience. It is an amazing value add and draw to get people on to the market site to see everything the brand is offering on there. There you’ll see that there is so much more. And if you’re not already a cardholder or program member, that might make you rethink your decisions.

I do wonder how as a clothing brand they were able to make this happen. How did Gap choose to direct their customers to fashion shows for those who would be essentially their competitors? Or thought of a different way, will this signal potential collaborations between the brands to come? Could we see a Gap x collaboration with each of designers whose shows are included in the lineup?

I will tell you what, I was personally ecstatic when the news announced today on WWD. It just means that I am one step closer to, as a regular person, experiencing fashion week. There are opportunities out there to make my dreams come true, even in places I would least expect.