Halara introduces the Halara Circle, a collaborative loyalty initiative designed to invite consumer feedback on products in exchange for free items, aiming to deepen brand engagement.
Last week, Halara, a rapidly emerging player in the fast-fashion sector known for its viral activewear styles on platforms like TikTok, unveiled an innovative loyalty initiative named the Halara Circle. This program diverges from standard loyalty models that typically focus on rewarding purchases with discounts or points. Instead, it aims to foster a more collaborative relationship with consumers by inviting them to provide direct feedback on new products in exchange for free items.
Participants in the Halara Circle are chosen from individuals who have shopped through Halara’s website, app, or TikTok Shop. Additionally, influencers will have the opportunity to share exclusive codes that allow new customers to join the program. Each month, Halara selects 5,000 participants who receive complimentary products and are tasked with providing detailed insights regarding style, fabric, functionality, and overall design.
Jessica Thompson, Halara’s global brand president, emphasized the importance of customer involvement in the brand’s product development, stating, “The customer is such an integral part of what we make and why. Our product is not created in a boardroom. We’ve always taken customer feedback into account, so this is a way to allow customers to participate on a larger scale.”
Since its soft launch last fall, over 30,000 customers have engaged with the Halara Circle, which functions to formalize the brand’s existing practice of incorporating customer feedback into product design. The initiative builds on the brand’s success with its popular Active Dress, which has garnered substantial social media engagement. According to the company, updates to this signature product have been made based on shopper input, resulting in features such as enhanced bust support, deeper pockets to accommodate larger smartphones, and materials that resist pet hair and provide leak protection.
In a bid to analyze participant feedback effectively, Halara focuses on what Thompson describes as “the three Fs”: fit, functionality, and fabric. Recent updates stemming from consumer comments include changes to the size of pockets to better fit the latest iPhone models. Following each testing round, Halara compiles and shares reports with participants that detail how their feedback influenced product adjustments.
Halara previously tested its feedback-driven model through a physical pop-up store in New York, where consumers could experience the products firsthand while also providing valuable insights. Going forward, Halara intends to integrate the Halara Circle into physical pop-up events planned for cities including Los Angeles and the Bay Area in the spring, facilitating real-time product testing and feedback during these occasions.
Industry professionals suggest that this interactive loyalty model could resonate particularly well with Gen Z consumers, who often seek deeper connections with brands. Brad Jashinsky, director analyst at Gartner, pointed out that this demographic is accustomed to engage with brands as collaborators. “Gen-Z customers are used to engaging online, sharing opinions and being heard,” he explained. However, he cautioned brands to maintain a balance when designing loyalty programs, as overly rewarding high-spending customers could lead to diminishing returns without encouraging new buying behaviors.
While traditional loyalty programs focus on transactional benefits, a recent survey from Gartner indicated that although 97% of U.S. consumers prioritize discounts, more than half—especially younger consumers—also appreciate experiential rewards such as early product access or exclusive events. The Halara Circle is positioned to address this changing consumer preference for deeper brand engagement.
In addition to the Halara Circle, Thompson confirmed that Halara will maintain its existing points-based loyalty program. The brand is also exploring the potential for expanding the Circle internationally and creating ambassador opportunities for select participants within the program.
Source: Noah Wire Services
