Quick Results

• 33.5x higher lifetime value for customers who redeem rewards

• 176.5x more repeat purchases on the second order for point earners

About A Fish Named Fred

A Fish Named Fred is a Netherlands-based menswear brand known for its colorful, distinctive prints and laid-back, vacation-inspired style. The brand sells shirts, knitwear, jeans, outerwear, and accessories through both its online store and a network of brand stores, with a strong international following built around its playful, instantly recognizable aesthetic. With collections like Fred's Classics and Fred's Threads, the brand has built a loyal community of customers who return season after season for new prints and styles.

The Challenge

A Fish Named Fred had cultivated a passionate, recognizable brand, the kind customers proudly wear and return to season after season. But passion for a brand doesn't automatically translate into structured, repeatable purchasing behavior. Like many fashion retailers, the brand found that a large share of customers bought once, drawn in by a specific print or piece, and didn't have a clear reason to come back for the next collection.

With both an online store and physical brand stores, A Fish Named Fred also needed a way to recognize and reward customers consistently across channels. Without a unified loyalty program, the brand had no way to distinguish its most engaged, repeat customers from one-time buyers, and no structured incentive to keep customers coming back across multiple collections and seasons.

The Turning Point

The team at A fish named Fred recognized that their strongest asset, an instantly recognizable, beloved brand identity, was also their biggest loyalty opportunity. Customers who loved the brand's prints and style had the potential to become repeat, even obsessive collectors of the brand, but only if given a structured, rewarding way to keep engaging.

The team wanted to build a loyalty program that matched the brand's playful, distinctive personality rather than a generic discount mechanism, one that would reward not just purchases, but the full range of ways customers engaged with the brand, including following on social media and subscribing to the newsletter.

Why They Chose Leat

A Fish Named Fred chose Leat to build the Fred Club because it allowed them to create a fully branded, multi-tiered loyalty experience rather than a basic points plug-in. The ability to structure VIP tiers, each with its own escalating set of perks, was central to the brand's vision: a program that rewarded the brand's most dedicated customers with meaningfully better benefits, not just bigger discounts.

Leat's flexibility also let A Fish Named Fred build a rewards catalog that mixed discounts with exclusive products and experiences, true to the brand's playful identity, while keeping the program consistent across both online and brand store purchases.

The Strategy

Step 1: Launching the Fred Club with Multiple Ways to Earn

A Fish Named Fred launched the Fred Club with several ways for customers to earn Fred Coins beyond just purchasing: 1 coin per euro spent, 125 coins for creating an account, 65 coins for subscribing to the newsletter, and 25 coins for following the brand on Instagram. This multi-channel earning structure meant customers could start building toward rewards immediately, even before their first purchase.

Step 2: Building a Three-Tier VIP Structure with Experiences at the Top

The brand introduced three VIP levels, Goldfish (0 to 500 coins), Octopus (500 to 1,500 coins), and Shark (1,500-plus coins), each unlocking a progressively better set of perks. Goldfish members get access to limited editions and early access to sales, while Octopus members add a yearly coin booster and three instances of free shipping. At the top, Shark members are invited to exclusive in-person experiences, including Fred Park, the brand's own weekend festival, and exclusive customer feedback roundtables where the brand's most engaged fans get a direct voice in shaping future collections. This gave the brand's highest-value customers something no discount could replicate: a genuine seat at the table with the brand they're most loyal to.

Step 3: Connecting Loyalty Across Every Channel and Touchpoint

A Fish Named Fred integrated Leat across its full retail stack: Shopify and Shopify POS for online and in-store purchases, Returnista to keep point balances accurate when items were returned, and Klaviyo to surface points and rewards directly in marketing emails. The brand also worked with Leat and JMango360 to build loyalty into a custom branded app, giving customers a dedicated place to track their Fred Coins, see their VIP status, and browse rewards, wherever they were on their phone, not just on the website.

The Results

The Fred Club has had a dramatic impact on customer value and repeat purchasing behavior at A Fish Named Fred.

• 33.5x higher customer lifetime value among customers who have redeemed a reward at least once

• 176.5x higher repeat purchase rate on the second order for customers who have earned points, compared to those who haven't engaged with the program, one of the most significant repeat-purchase lifts Leat has observed across its customer base

These results highlight just how powerful a well-designed, brand-aligned loyalty program can be in fashion retail. By giving customers multiple ways to earn, a tiered structure to climb, and a mix of rewards worth working toward, A fish named Fred turned passive brand admiration into active, repeat engagement.

Key Takeaways

Multiple earning paths accelerate program engagement.

By letting customers earn coins through account creation, newsletter signups, and social follows, not just purchases, A fish named Fred gave customers a head start toward their first reward, increasing the likelihood they'd stay engaged long enough to redeem.

Tiered VIP programs turn loyalty into a journey.

The three-tier Goldfish, Octopus, and Shark structure gave customers a clear sense of progression, with meaningfully better perks at each level. This kind of gamification keeps customers motivated well beyond their first or second purchase.

A mix of discounts and exclusive product rewards keeps the program feeling fresh.

By combining straightforward discounts with brand-specific, exclusive products, A fish named Fred made the Fred Club feel like a genuine extension of the brand's playful identity rather than a generic loyalty add-on.