How Twist & Tango benefits from UGC | Case Study

Swedish fashion brand Twist & Tango has incorporated User Generated Content into their eCommerce Website to foster a stronger sense of community among their customers while increasing conversion simultaneously.

The company also found the perfect way to give their customers a space on their site to share their thoughts on past purchases through Flowbox’s Rating and Reviews feature. Said feature inspires potential customers and provides them with real opinions on their pieces.

Keep on reading to find out more about Flowbox’s role in transforming Twist & Tango’s satisfied customers into loyal brand ambassadors.

The Numbers

The Story

Twist & Tango was born in 1995 in the city of Gothenburg, Sweden, with the objective of providing women with stunning garments that combine everyday fashion with ease and style. Their creations are fun, simple, personal and feminine, with the Scandinavian minimalistic style always in mind.

Their admiring commitment to sustainability successfully combines timeless designs that embody modern sophistication with high-quality fabrics meant to last through the years.

The Challenge

Women are at the focus of Twist & Tango and no two of them are the same. That being said, having to depend solely on eCommerce studio images taken with specific lighting on a particular body type can be limiting for a brand that aims to portray the endless range of possibilities its products have to offer its potential customers. Not to mention how UGC reflects how diverse and unique their community is.

“We also see that many customers, even if we are a strong brand in Sweden, need to engage with our website or brand on different surfaces. I think that Flowbox on the website helps a lot to also inspire and show our products in a different way. It’s like an extra value. Also for the creative part, UGC looks very nice and it gives the website a bit more personality.”

Sofie Axhag, eCommerce Store Manager at Twist & Tango

Moreover, an online customer won’t be able to try on the clothes, see how the pieces would look on their body type, or feel the quality of the material they will invest in. Twist & Tango quickly realised that and made the digital shopping experience their priority.

“We definitely wanted to show off our products in a more customer-friendly way, where there are no models, no pack shots, but actually humans with different shapes and heights, and we also want to really push the female body and different sizes and curves. And so that’s a part of it. But also, of course, because we are also working with influencers, and that’s also a good way to give that publicity.”

Sofie Axhag, eCommerce Store Manager at Twist & Tango

Event marketing is a powerful way for Twist & Tango to connect with their audience. Unfortunately, while it constitutes a powerful strategy, the benefits of events are short-lived. The experiences shared by the influencers could only be found on social media and the content fades quickly after the event has finished. The brand aimed to keep making the most out of this curated content long after the party had ended.

The Solution

Satisfied customers can now share their experience through Flowbox’s Rating and Reviews, in that way, others can get a real insight into the quality of the fabrics and the accuracy of the fit without the need to physically try them on, building community trust and decreasing online returns.

Twist & Tango is encouraging their community to share their feedback by giving them a discount on their next purchase, as a result, not only do they increase the amount of reviews in their platform potential customers can rely on, but also reward loyal customers and motivate them to make purchases in the future.

“I thought that the tool was very interesting. And you see before it was bigger shops or stores, using these tools, like Trustpilot and so on. But now you also start to see smaller brands and businesses seeing the value of Ratings and Reviews. I think also the big challenge nowadays in eCommerce is that you want to have that trust from your customers and that engagement, basically. And that helps it.”

Sofie Axhag, eCommerce Store Manager at Twist & Tango

On top of that, the brand’s beautiful customer interactions that take the form of dinners, launch parties and even trips for influencers and brand ambassadors are now easily displayed and accessed on their site for as long as they want in Flowbox’s UGC Category Page. This has increased the value of their event marketing strategies, enabling them to leverage the large quantity of content created by influencers.

The Flowbox Experience