Bridging generations of customers together through authentic User Generated Content

Gloverall is a British-made brand focused on quality craftsmanship that is home to the original duffle coat design. Learn how they achieved a 19.03% increase of conversion rate with authentic User Generated Content.

Numbers

The Story

The foundations of Gloverall have always been rooted in the sensibilities of British fashion and culture. For this reason, the brand uses high-quality materials and the finest fabrics to produce timeless designer items, including the original duffle coat. Heritage and craftsmanship has always been at the forefront for the brand, and this has remained unchanged since their inception in 1951.

But with the popularity of shopping online at its height, Gloverall was looking for a fresh way to show their devoted base of customers that their history of craftsmanship integrates seamlessly into the digital world of eCommerce.

Challenge

With a customer base that ranges from those who have followed the brand since 1951 and those that are getting to know the brand in the present, Gloverall has the unique challenge of reaching both generations in an authentic way.

Wanting to keep their heritage alive while inspiring all generations with digital innovation, the brand decided to integrate content created by their users on social media into their eCommerce strategy.

“The older generation grew up with us as a company, so they post about vintage Gloverall. Then, when the younger generation sees older pieces, it kind of merges both markets. So the User Generated Content helps us move towards a younger audience, as well as keeping our target audience of older clients happy as well.”

Mhairi Stewart – eCommerce Assistant at Gloverall

Solution

“User Generated Content helps everyone see that Gloverall moves with the times, in addition to being a heritage brand”

Mhairi Stewart – eCommerce Assistant at Gloverall

By collecting authentic images and videos of their customers and integrating it into their eCommerce store with Flowbox, this heritage brand is able to inspire each generation of their customer base to engage with the brand and purchase their products.

“Our brand imagery is great, but other people have different styles and embody the brand in different ways. For shoppers to see other people wearing our products with different styling ideas, it really shows them what they can do with it as well. And it can push them to buy more successfully than just seeing it from a company point of view.”

Mhairi Stewart – eCommerce Assistant at Gloverall

They also integrate the content directly into product pages to show shoppers real examples of how customers use specific products. This helps them to inspire customers with authentic experiences of their coats, as well as create a more compelling online shopping journey.

“We feel that it is kind of fundamental for us to show authenticity and build trust in our customers. Showing the UGC on each of our product pages shows our customers real people that are happy with the product and who style the product in different ways from us.”

Mhairi Stewart – eCommerce Assistant at Gloverall

Their UGC integration with Flowbox has brought the brand a 19.03% increase of conversion rate.

“We are seeing revenue and conversions from the User Generated Content, which is great for us. Anything adding to people viewing our website and trusting in the brand really is a bonus.”

Mhairi Stewart – eCommerce Assistant at Gloverall

Results