Quick Results
5.6x More Second Orders since installing Leat
16x More Likely to reach a fourth order and beyond
1.9x Higher Customer Lifetime Value for customers who redeem rewards
2 Tiers structuring the path from Family Member to Icon
About Vingino
Founded in 2001, Vingino is an international fashion lifestyle brand for children, designing boys' and girls' clothing inspired by Italian style. The brand is known for bold, colorful collections with a playful, vintage-influenced look, spanning everything from denim and outerwear to ceremony wear and basics. Vingino has grown from a Dutch label into a global brand, selling through its own webshop, retail partners, and a dedicated B2B portal for wholesale customers, with a particular reputation built around its denim collections and fit guides for boys and girls.
The Challenge
Children's fashion comes with a built-in challenge: kids grow out of their clothes constantly, which should make repeat purchasing almost automatic, but only if a brand can keep parents coming back to the same place every time their child needs a new size.
Vingino had built a recognizable, well-loved brand with a strong denim heritage, but like many fashion retailers, converting one-time buyers into habitual repeat shoppers required more than product quality alone.
Without a structured loyalty program, Vingino had no formal way to recognize returning customers or reward parents for making Vingino their go-to brand as their children grew. Each purchase was, in effect, a fresh transaction, with no accumulated benefit connecting it to the next.
The Turning Point
Vingino's team recognized that their built-in advantage, a customer base of parents who would naturally need to keep buying as their kids grew, was also their biggest loyalty opportunity. The goal was to build a program that made it easy and rewarding for parents to keep choosing Vingino over competing children's fashion brands, while reflecting the brand's family-oriented, Italian-inspired identity.
A key consideration for Vingino was ensuring the rollout would feel seamless for existing customers. With years of accumulated accounts on the site, the team wanted any new loyalty program to fold in existing customers smoothly rather than asking them to start over from scratch.
Why They Chose Leat
Vingino chose Leat to power its program, branded the Icon Family, because it supported a straightforward two-tier points structure that could scale with a customer's spending over time. The platform also made it possible to automatically migrate all existing customer accounts into the new program upon launch, so loyal customers didn't need to take any extra action to become members.
Leat's flexibility extended to the program's earning rules as well, supporting multiple ways for customers to earn points beyond purchases, including account creation, social media follows, and birthdays, while keeping the underlying points logic simple enough for Vingino's team to manage.
The Strategy
Step 1: Launching the Icon Family and Migrating Existing Accounts
Vingino launched its loyalty program as the Icon Family, built around the idea of treating customers like family and rewarding them as they grow closer to "Icon" status. To remove friction at launch, all existing loyalty accounts were automatically enrolled into the program, meaning the brand's existing loyal community became members instantly rather than needing to sign up separately. Plus, all of their points and existing rewards were there as usual - just a little smoother to redeem this time.
Step 2: Structuring Two Tiers Around Spend
The Icon Family was built around two clear tiers. Family Member is the entry tier, open to everyone from their very first euro spent, earning 1 point per euro along with birthday rewards, access to exclusive sales, and referral bonuses. An Icon is unlocked once a customer reaches €1,000 in spend, earning a boosted 1.5 points per euro, along with premium birthday rewards and free shipping on every order. This structure gave customers a clear, aspirational target to work toward as their relationship with the brand grew over time.
Step 3: Rewarding Engagement Beyond the Purchase
In addition to purchase-based points, Vingino built in additional ways to earn, including points for creating an account, following the brand on social media, and a birthday bonus, alongside a referral program that rewards both the referrer and the new family member. This gave customers more ways to engage with the Icon Family between purchases, reinforcing the sense of belonging the program was designed around.
The Results
Since installing Leat, Vingino has seen a substantial shift in repeat purchasing behavior.
5.6x more second orders from customers compared to before the program launched
16x more likely for customers to reach a fourth order and beyond
1.9x higher customer lifetime value among customers who have redeemed a reward at least once
The scale of the lift in second orders in particular stands out: a 5.6x increase suggests that the Icon Family succeeded in exactly the area Vingino set out to improve, turning one-time buyers of children's clothing into parents who return to Vingino as their child's wardrobe needs evolve. The even larger jump in customers reaching a fourth order shows that this effect strengthens, rather than fades, the longer a customer stays engaged with the brand.
Key Takeaways
Migrating existing customers removes a major adoption barrier.
By automatically enrolling all existing loyalty accounts into the Icon Family at launch, Vingino ensured its loyal customer base could start earning and redeeming immediately, without the drop-off that often comes from asking customers to sign up for something new.
Spend-based tiers work well for categories with naturally recurring needs.
Vingino's €1,000 threshold to reach Icon status gives families a long-term goal to work toward as their children grow through different sizes, aligning the loyalty journey with the natural purchasing rhythm of children's fashion.
Multiple earning opportunities deepen the relationship beyond the transaction.
By rewarding account creation, social follows, birthdays, and referrals in addition to purchases, Vingino gave customers more touchpoints to engage with the Icon Family, reinforcing the brand's family-oriented positioning at every step.
