Elevating Loyalty Through a Design-Led Mobile App

Brand Overview

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TOTEME is a Scandinavian fashion house celebrated for its minimalist elegance and enduring quality. Since its founding in 2014, the brand has cultivated a loyal global following drawn to its refined aesthetic and elevated shopping experience.

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When TOTEME set out to expand its e-commerce offering to a mobile app, the goal was not simply to replicate its website. Instead, the team reimagined how a luxury brand could build deeper loyalty through a beautifully crafted mobile experience.

The Challenge

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TOTEME’s website was already renowned for its sleek design and refined user journey. The challenge was to translate that same premium feel into a mobile app, while enhancing the experience to make it even more immersive.

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The brand envisioned the app as a “concierge in your pocket”, preserving TOTEME’s distinctive visual identity while introducing exclusive, loyalty-driven features. Every design element, from typography to imagery, was carefully curated to reflect the brand’s minimalist sensibility, while delivering a more elevated, engaging and personal customer experience.

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The Approach

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A Visually Stunning App

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TOTEME partnered with Venn Apps to bring this vision to life. The collaboration was grounded in a design-first approach, working closely with TOTEME’s internal team to ensure that the app matched the visual and experiential quality of the brand’s website and boutiques. 

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The result was a bespoke app that visually mirrors TOTEME’s website, down to the finest details. High-resolution images, elegant fonts, and generous white space carry over directly, creating immediate brand recognition. The app’s design language faithfully matches TOTEME’s signature cues and meticulous craftsmanship – relying on immersive, full-bleed imagery and uncluttered layouts to let the content shine​. 

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However, delivering a visually stunning app was just the first step in the process. The next stage was to deliver a range of exclusive features that would enhance the customer experience and drive brand loyalty. 

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Loyalty Reimagined 

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Central to the app experience is ℅ TOTEME (pronounced “Care of TOTEME”), a dedicated section for loyal customers. This members-only section acts as a digital luxury concierge, offering bespoke services and content unique to the app​. 

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Users can book personal styling appointments, access style guides and care tips, find the nearest TOTEME atelier, or even “Ask the Concierge” for fashion advice – all through the app. 

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Crucially, access to these services is segmented by loyalty tier, with the most loyal shoppers enjoying the full range of benefits. By using Shopify Tags and the Venn Apps CMS, TOTEME can tailor the loyalty experience to suit different customer groups. This approach enabled the brand to move away from a traditional points-based system, creating a more refined and personalised customer experience.

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This exclusive services page not only rewards loyal customers with VIP treatment, but also reinforces TOTEME’s design-first commerce approach by integrating editorial content and customer care into the shopping experience. It’s a prime example of how the app goes beyond transactions to build brand community.

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An elevated shopping experience

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Beyond the loyalty features, TOTEME wanted a way to make the app shopping experience feel unique, differentiated and in line with their elegant and sophisticated aesthetic. 

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With this in mind, Venn Apps developed a bespoke Shop The Look section with its own dedicated page within the app. Designed to showcase TOTEME’s stunning brand imagery, the page allows customers to browse curated looks and seamlessly add entire outfits to their basket in just two taps. This editorial-style experience perfectly aligns with what TOTEME’s customers expect and Venn Apps made it effortless to bring to life.

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Results

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TOTEME's beautiful designs coupled with the app's exclusive and elevated shopping experienc delivered impressive results. App customers return more frequently & spend considerably more than their website customers.  Within the first year of launching the app, the brand experienced notable improvements in both customer engagement and revenue, all directly linked to the new mobile experience.

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7% Increase in Annual Revenue

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The mobile app contributed to a seven percent rise in TOTEME’s total annual revenue. This growth came from incremental purchases, rather than replacing website sales, highlighting how the app unlocked a new stream of value. By making the brand more accessible, and adding loyalty-led features such as ℅ TOTEME, the app encouraged customers to shop more often and with greater ease.

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Higher Average Order Value

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Customers using the app tend to spend more with each transaction. The average order value is six percent higher than on the website, thanks in large part to the app’s clean design, curated presentation, and features like Shop The Look. These tools help customers visualise complete outfits and feel confident adding extra pieces to their basket.

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38% Increase in Repeat Purchase Frequency

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The app has also played a key role in increasing repeat purchases. The rate of repeat purchasing has grown by 38 percent vs online store customers. Having TOTEME available directly on a customer’s home screen keeps the brand front of mind, while thoughtful push notifications and personalised brand experiences keep customers back more often than traditional channels like email.

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Greater Customer Lifetime Value

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On average, customers who use the app spend 46 percent more in a given year than those who shop only via the website. This reflects the long-term impact of the app’s loyalty and service features. By offering exclusive access, personalised support, and a seamless shopping experience, TOTEME is building stronger relationships with its most valuable customers.

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Conclusion

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By approaching mobile commerce through the lens of loyalty and design, TOTEME has created a mobile app that does far more than facilitate purchases. It strengthens relationships, elevates the brand experience, and delivers tangible business impact. The app now serves as a key pillar in TOTEME’s omnichannel strategy, blending convenience with personalisation in a way that resonates with luxury customers.

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This case demonstrates how a thoughtful, loyalty-led mobile strategy can become a powerful asset for fashion brands looking to grow sustainably. TOTEME’s mobile app is a testament to what is possible when design, customer care, and commerce work in harmony.

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