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What Makes These Fashion DTCs ‘Fan Favorites’

Over the past year, digitally native brands have enjoyed the massive migrative to online shopping. Leveraging the most convenient sales channel for pandemic transacting, these brands have also driven consumer loyalty through exceptional online experiences.

That’s according to web marketing platform Yotpo’s latest Fan Favorites report, which ranked brands by their ability to drive shopper appetites in 2021, homing in on the backstories, values, personalities and services that set them apart from the pack. Yotpo’s list contains both newcomers to the DTC space and established labels that have upped their games to meet shoppers’ changing needs.

The eclectic mix featured 15 standout brands specializing in everything from cereal to CBD and of course, apparel. When it comes to fashion, Yotpo experts favored brands that they believe are capturing shoppers’ hearts and minds. Girlfriend Collective, a women’s activewear brand that upcycles plastic bottles, fishing nets and other marine waste to make its leggings, sports bras, biker shorts and swimwear scored accolades from the group. According to Yotpo, consumers have flocked to the brand because of its ultra-wearable staples and sustainable outlook—which includes 100 percent recycled packaging—along with its inclusive sizing, which ranges from XXS to 6XL.

Founded in 2016, the company produces the fabrics for its garments in Taiwan, with cut-and-sew operations in Hanoi, Vietnam. All facilities are certified by Social Accountability International’s SA8000 program, guaranteeing fair wages and safe conditions for a child-labor-free workforce.

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The company is also working toward full circularity with a garment take-back program, wherein shoppers can send back their used garments to be deconstructed and made into new pieces. Shoppers receive credits for their past-their-prime goods, which they can put toward the purchase of new activewear staples. The program helps facilitate a continued relationship with the consumer rooted in sustainability—a growing concern for shoppers everywhere.

Girlfriend Collective’s referral program has also scored points with shoppers, Yotpo said. If shoppers recommend the brand’s products to a friend who ends up spending $95, they are treated to $10 off and a free pair of leggings. The brand also engages with shoppers on social, offering brand credits to users who share photos of themselves in their activewear using the hashtag #goodjobgf.

Adaptive intimates marketplace Intimately also made Yotpo’s list, owing to its mission to provide shoppers with disabilities and chronic illnesses with a centralized shopping location for all of their undergarment needs. The site also acts as safe space to amplify the voices of its consumers, featuring a community newsletter, a blog, and a forum that allows shoppers to connect.

Intimately founder Emma Butler was spurred by her mother’s fibromyalgia diagnosis. Watching her struggle to find even adequate adaptive options within the intimates space prompted Butler to launch her site, featuring lingerie from Dear Kate, SlickChicks, Elba London, and Wings Intimates. Intimately is set to launch its own in-house line of bras and underwear later this spring.

Intimately's lingerie marketplace caters to women with disabilities and chronic illnesses.
Intimately’s lingerie marketplace caters to women with disabilities and chronic illnesses. Intimately

Many food-related brands ranked high with buyers, from Partake Foods’ allergen-free cookies (made to be safe for kids to bring to school) to Magic Spoon’s protein-rich, nostalgia-inducing breakfast cereal, Doughp’s edible cookie dough and Big Green Egg’s ceramic charcoal grills. Beauty brands also scored high, with labels like affordably priced Revolution Beauty, Australian coffee-based skincare maker Frank Body, and shade-inclusive makeup line Uoma making the cut. Art supplies and merch from iconic American painter and television star Bob Ross captivated shoppers, while Whoop’s wearable fitness tracker, which offers wearers 24-7 insights into their sleep and workout habits, proved useful for homebound shoppers in search of a healthier routine.