How Classic Six Achieved a 56% Repeat Purchase Rate with ethos

Classic Six is a New York fashion brand built on the idea of intentional style. Timeless pieces, thoughtfully designed, styled to create endless looks. When they set out to build a loyalty program, they needed one that matched the sophistication of the brand itself.

Tech Stack

Klaviyo

Shopify

Judge.me

What We Did

Launched Ambassador Circle, a three-tier loyalty program built around community, recognition, and exclusive access that matches the editorial tone of the Classic Six brand.

Key Results

56% Repeat
Purchase Rate

A world-class benchmark that nearly doubles the industry average for premium DTC brands.

31% Higher AOV for members

Ambassador Circle members spend 31% more per order on average, compared to non-members.

68% of Revenue from
Top Tier Members

Members from the top two tiers generate 68% of program revenue and have a 100% activity rate.

We evaluated every loyalty app on the market and nothing felt premium enough for our brand. ethos was different. They let us build a program that looks and feels like Classic Six, and the results speak for themselves. Our repeat purchase rate nearly doubled.

Diana LoMonaco | Founder & CEO, Classic Six

The Brand

Classic Six was founded by Diana LoMonaco out of a frustration familiar to many. A closet full of clothes and nothing to wear. The brand's answer is a highly-edited collection of versatile, quality pieces designed to be styled into endless looks. Classic. Not basic

That philosophy shapes everything Classic Six does. Their products are given first names like Marlene, Farrah, and Beverly. Their marketing leans editorial. Their customers don't shop for deals. They buy into a point of view about how clothes should work in a real life.

The Opportunity

Classic Six had already built a strong community of customers who returned season after season. But their retention strategy was limited to email flows and the occasional win-back campaign. There was no structured way to recognize their best customers, no reason for subscribers to check back between launches, and no way to turn repeat buyers into advocates.

They evaluated the major loyalty apps and found the same problem with each one. The programs looked like generic widgets bolted onto the store. They felt transactional. They did not feel like Classic Six.

The team needed a partner that could deliver:

A fully brand-native program that matched their editorial aesthetic
Tiers they could design around their own brand language
Multiple ways to earn beyond just spending money
A platform premium enough to sit alongside their product

They found all four in ethos.

The Solution: Ambassador Circle

Ambassador Circle could not have been built on any other platform. The tier names, the earning rules, the engagement driven benefits, the visual design, the way it sits inside the Classic Six store: every detail required a level of sophistication the rest of the loyalty category does not offer.  

ethos delivered the program Classic Six wanted, and the one they knew their customers would respond to. It worked. The repeat purchase rate climbing to 56% is just one of the many metrics that quickly showed the proof.

TIER 1

Timeless

The entry tier. Every member starts here.

TIER 2

Elegant

Unlocked by committed members with 100% activity.

TIER 3

Heritage

The top tier. Drives 39% of program revenue.

Members spend more, more often

The 56% repeat purchase rate is the hero metric, but Ambassador Circle members also spend more per order and engage with the program at rates well above industry standards.

average order value

Members

+31%

Non-members

$296

31% higher AOV for members

member engagement

Top-Tier Activity Rate

100%

Portal Login Rate

44%

Members who join actually show up

In the United States:

Member AOV:

+55%

Non-member AOV:

In Canada:

Member AOV:

+15%

Non-member AOV:

The power of the top tier

Heritage and Elegant members are fully active. The top two tiers drive disproportionate revenue and prove that premium programs reward depth, not breadth.

Heritage

(Top Tier)

100% Active

Elegant

(Mid Tier)

100% Active

Timeless

(Entry Tier)

67% Active

Heritage

(Top Tier)

100% Active

Elegant

(Mid Tier)

100% Active

Timeless

(Entry Tier)

67% Active

Heritage members drive 39% of revenue despite being the smallest group.

How ethos drove those results

A Program Built
Around Commitment

Tiers that reward loyalty, not one-time spend. Members climb, they stay active, they come back. That structure is why the repeat purchase rate hit 56%.

More Ways to Earn,
More Reasons to Return

Purchases, referrals, reviews, UGC, Instagram, birthdays. ethos gives customers a reason to engage with the brand even when they're not buying.

Community First,
Not Discounts First

Contests, polls, UGC challenges, exclusive access. ethos turned Ambassador Circle into something members want to be part of, not just a coupon delivery system.

The Results

Since launching Ambassador Circle with ethos, Classic Six has built one of the strongest loyalty programs in premium fashion:

56% repeat purchase rate, nearly double the industry average

31% higher AOV for members

39% of program revenue from Heritage members alone

100% activity rate in both top tiers

44% portal login rate, well above industry averages