True Classic has carved out a unique space for itself among direct-to-consumer (D2C) brands—not just as a provider of high-quality men's apparel but as a brand that leverages community to drive innovation and loyalty.
Spearheaded by former VP of Customer Experience, Breanna Moreno, the company has harnessed the power of customer feedback and frictionless digital experiences to create a thriving ecosystem of satisfied and engaged customers.
On an episode of The Frictionless Experience, we share how True Classic built a community of 40,000 loyal customers, their exact playbook for turning feedback into winning product features, and their innovative approach to digital experience.
True Classic's community, True Classic Insiders, is more than a membership program; it's a dynamic space where customers and the brand collaborate. The initiative took off, amassing over 40,000 members, and its growth is credited to True Classic's ability to tap into customer emotions and create authentic connections.
Breanna explains the inspiration behind this community-driven strategy:
"We've built such a community within that Facebook group. It's been so admirable...This community has allowed us to find these surprise and delight moments."
From celebrating personal milestones like new jobs and births to supporting members during challenging times, the Insiders community provides value far beyond discounts and perks.
Breanna highlights that this approach has fostered genuine relationships among members:
"It's just been such a breath of fresh air... It doesn't have to be about making a purchase but just about being in that community together."
True Classic goes beyond traditional customer interactions by hosting monthly all-hands business meetings with insiders. These forums give customers a platform to share feedback on product design and user experience directly:
"We invite our members to come in and teach us about how they learned about the brand, what we could do better, and what they love."
This approach ensures customers feel valued, turning them into active participants in the brand's success.
True Classic's playbook for incorporating customer feedback into their products and experiences is methodical, data-driven, and community-oriented.
Breanna emphasizes the importance of gathering organic feedback from the Insiders group:
"It's enriched data, super organic. You're going to get the most honest feedback from them."
For instance, when designing seasonal collections or adding new product categories like denim and polos, customer preferences identified through surveys and group discussions significantly influenced the direction.
The team is also not afraid to test new ideas rapidly. For example, they introduced an upsell feature for the Insiders membership during checkout and saw immediate success:
"We saw phenomenal take rate, which helped us to see this is an amazing product that we're offering...Testing is a big part of our strategy."
This iterative approach has allowed True Classic to continuously refine its offerings and ensure every change aligns with customer expectations.
True Classic has mastered the art of creating a frictionless digital shopping journey, which complements its strong community ethos.
True Classic understands that digital experiences should mirror their brand promise: comfortable, dependable, and frustration-free. From the first interaction on platforms like TikTok or Facebook to post-purchase follow-ups, they focus on eliminating pain points. Breanna captures the philosophy succinctly:
"The first moment they see True Classic, we want that cohesiveness all the way until they get our product. And then we've earned that assurance."
True Classic's expansion into brick-and-mortar stores, including Kohl's and Sam's Club, complements their digital-first approach. Breanna explains this strategy:
"We're in Kohl's doors now, recently Sam's Club, we're on Target.com... How often do you get targeted by an ad and then see the product at Kohl's? It reassures people that this is a legit company."
This multi-channel strategy not only enhances visibility but also provides hesitant customers with low-risk opportunities to try their products in person.
True Classic's innovative use of AI and analytics enables them to maintain personalized, meaningful interactions at scale. However, Breanna is clear-eyed about the limitations of AI:
By blending technology with human empathy, True Classic ensures that even automated systems align with their customer-first ethos.
For companies looking to replicate True Classic's success, the key lies in balancing community engagement with operational excellence. Build trust with customers, listen actively, and ensure every touchpoint—whether digital or physical—reflects the brand's values.
As Breanna advises, brands need to: "Invest in your support teams, leverage them for feedback, and activate that data to create better experiences."
True Classic's journey shows that when customers are seen as partners, not just buyers, the results can be transformative.