Interview with Redskins: How Flowbox helped transform customers into brand ambassadors

My name is Davy Laudet, and I’m the Marketing Director at Flowbox. I recently had the opportunity to speak with Zacharie Aboujedid, who handles digital development at Redskins.

In this interview, we discuss how the iconic French urban fashion brand Redskins successfully implemented a UGC strategy using the Flowbox platform.

This interview provides valuable insights into the brand’s decision-making process for choosing the right technology partner, the strategy put in place to transform customers into brand ambassadors, and the creation of loyalty programs to encourage content creation.

About Redskins

Redskins has been bringing a spirit of freedom and adventure to urban fashion since 1984. It all began when Serge Aboujedid discovered his passion for leather while exploring the legendary Carreau du Temple market in Paris.

This fascination sparked something bigger. He wanted to create his own brand, driven by a desire for independence and success, and was able to get support from Michel Szynkier, who was also in the business (and happened to be his future father-in-law!).

Redskins carved out a unique urban positioning at the intersection of style and technical expertise, specialising in leather and textile clothing. Recently, the brand has joined the vintage and sustainable movement with their secondhand platform.

Here, users can buy and sell pre-owned Redskins jackets online, giving new life to their favorite leather pieces through a simple and secure service.

Davy Laudet – Why did you decide to use an external platform to manage UGC?

Zacharie Aboujedid – Actually, we’d known about Flowbox for a long time. I believe our first contact with your teams goes back about 3 years. At the time, it was too expensive for us, so we shelved the project, even though the ideas behind the platform were already interesting. We always thought it would be relevant to transform our customers into real brand ambassadors. We implemented a first homegrown version: displaying the Redskins community on our site, but without really being able to incentivise them to produce content. It was a first step, a showcase. Then, over time, your offerings evolved. And we reached a point where one of them really matched our needs.

Davy Laudet – Why did you choose the Flowbox platform over JOIN Stories or another platform?

Zacharie Aboujedid – First, because you had been in contact with us for a long time and didn’t give up. The sales teams did their job, and the offering followed suit. JOIN Stories, for its part, was interesting and quite engaging, but it didn’t really incentivise customers to create content. We would have mainly used our own content, without directly engaging the community. With Flowbox, we’re now entering a second phase: putting coupons or small cards in our packages to encourage customers to participate. We’ve also launched a loyalty program in parallel that allows them to earn points by creating content. The idea is really to transform our customers into true brand ambassadors.

Davy Laudet – What’s your experience with Flowbox after several months of use?

Zacharie Aboujedid – It’s very positive because the platform remains fun and simple to use. You click, and you can quickly find the product. We just finished creating the coupons, which include an incentive to produce content. In parallel, we launched an initiative around secondhand: telling customers where to find a piece that’s no longer made, or buy a piece at a lower cost. We created small flyers with QR codes: one explains the process for creating content and earning points, the other details how to sell or buy our secondhand pieces. We just finalised them, and we’ll be able to concretely enter this new phase, right in the heart of our season.

Davy Laudet – What features or aspects of the platform impressed you the most?

Zacharie Aboujedid – I really appreciated the simplicity of the process. In just a few clicks, you can prepare a message, copy it, go to the customer’s post and ask for permission to use their content. Everything is fast and well thought out.

Davy Laudet – What do you think of Flowbox’s customer service and technical support?

Zacharie Aboujedid – Every time I had a difficulty or misunderstanding, I got an almost immediate response from your team. The responsiveness is really there. At the beginning, when we were still in regular contact with Emeline, your French sales rep, we sometimes went through her before even talking directly with our account manager, Solène. And in all cases, whether through the sales rep or customer support, we always got quick and precise answers.