Fashion shopping app Her Black Book has added a selection of curated shopping festivals and events to its calendar.
Its festivals allow category specific brands more time to promote themselves outside traditional industry-wide events such as Click Frenzy and Black Friday.
Following the success of the app’s recent shopping festivals, Her Black Book founders say the initiative will remain part of the business structure.
The first major shopping festival Her Black Book launched was in the lead up to International Women’s Day in 2022 – called Festival of Her. It included more than 150 brands, ranging from established Australian designer labels like Rebecca Vallance to emerging brands such as Bond Street.
“As female-founders ourselves, this event was really important to us, it was a shopping event with significant purpose,” ‘Her Black Book’ co-founder Julie Stevanja said.
“The event went viral and reached almost 1M Impressions on Instagram alone with zero marketing dollars spent.”
“As soon as the event ended, we had 200 brands sign up to the waitlist to participate in the next one,” Stevanja added.
Following the launch of its first major shopping festival, the brand signed a partnership with Afterpay Australian Fashion Week (AAFW), which saw exclusive offers from Fashion Week brands including Anna Quan, One Mile and Torannce in the app.
This led to the launch of Beauty Fest – a curation of more than 140 local and global brands across skincare, makeup, haircare, wellness and ingestibles and saw more than a threefold spike in daily active users (DAU). Its ‘Beauty’ category shot to the number 1 – above most popular categories like ‘Fashion’, ‘Designer’ and ‘Trending’.
“We don’t just hold bespoke shopping festivals though,” Stevanja added.
“Her Black Book centralises important brand news in the app every day of the year; you can come to the App to see which brands are participating in AfterPay Day, or whether your favourite label is holding a flash sale themselves, and increasingly, we’re facilitating alerts for new brand collections too.
“We have a string of new features up our sleeve which we roll out via development sprints every 2-3 weeks”
The next festival will be House Party, launching in early September, followed by Wellness Week later in the month.
“In a tough economic environment, we know that brands are looking for sustainable new channels to reach customers, and simultaneously, customers are looking for value more than ever,” Stevanja continued.
“We’re pleased we’re able to bring these two worlds together and add much needed value to both parties.
“Retail Incentives don’t have to be brand damaging; our goal is to add value back to merchants through value-adding content and brand adjacencies that help build long term customer loyalty in addition to short term business goals.”
Further to the festival line-up announcement, Her Black Book recently launched its new ‘Refer A Friend’ feature, where shoppers can earn up to $200* by getting their friends to sign up to the app.
Her Black Book houses exclusive incentives and cashback promotions from more than 700 retail brands including Gucci, Net-a-porter, YSL Beauty and Camilla and Marc.
*Each time you refer a friend, receive $5 in your rewards balance for each invited friend that signs up, plus an extra $15 for each friend that subscribes to Her Black Book. This can be done up to 10 times. The Referred friend also receives a $5 bonus in their Rewards balance.