How TopVintage benefits from UGC | Case study

TopVintage is an online retro boutique comprising of more than 200 brands that share their love for vintage inspired fashion for women. Learn how they’ve built a community of loyal customers that continually post high-quality User Generated Content to help them increase online sales.

Numbers

The Story

Europe’s leading online retro boutique, TopVintage, was born out of the mission to make women feel beautiful with their unique 20s to 70s inspired fashion. 

With the hope of building a strong community of international women that would create high-quality content featuring TopVintage products, the brand was in search of a platform that would enable customers to become a part of the brand identity by sharing their own experiences with brand products.

Challenge

Seeing the potential of a User Generated Content strategy, TopVintage was hoping to create a circuit of engagement, in which customers could see themselves in the brand, feel motivated to purchase products, and then share their own images and videos featuring them – further inspiring future customers in the same way. And the circuit continues. 

To execute this vision, they turned to Flowbox. 

“We wanted to introduce the option of featuring UGC on our website because we know that our customers really like to be featured on our website and on social media. So that’s why we started that campaign and made a special landing page. We made it really simple to introduce people to the concept with an explanation of how it works.”

Anne Dolman – Content Marketer at TopVintage

Solution

Creating a specific landing page guiding customers through the process of sharing images with TopVintage, the brand was able to garner a hefty amount of authentic customer content from social media and publish it into their online store using the Flowbox platform.

With their UGC integration, customers see images of real customers wearing the TopVintage designs, feel inspired to purchase the products in the images, and take their own pictures featuring the products. Thus, the brand creates the engagement circuit effect that they were hoping for. 

“We have a worldwide community of women and we saw that we were receiving a lot of pictures featuring different looks from our website; our customers really love to share their looks. That’s why we decided to also use Flowbox to feature people’s pictures with our products, so that users can see their pictures on the website and also inspire each other with their looks.”

Anne Dolman – Content Marketer at TopVintage

Not only does this make for more interesting, engaging, and inspirational content in their eCommerce store, it has also enabled them to increase their online revenue. 

Thanks to UGC, the brand has seen a 19.59% conversion rate of the users who interact with their customer content. Plus, an 8.33% increase in average order value. 

“We think that users identify better with the UGC because they’re just normal people, not models. These images combine well with our product pictures because they provide variation. Plus, the styling options. With UGC, you can see how everyone styles a certain dress and it’s a very big point of inspiration for our customers to see other people’s pictures.” 

Anne Dolman – Content Marketer at TopVintage

Results