data pulse #43
Now I’m not one into female fashion ( just ask my wife) , nor do I hang around the shops but I do love how Tamara Hill-Norton has used data to create a passionate community with Sweaty Betty since she set up the first boutique in Notting Hill in 1998 . Initially targeting “yummy Mummies” but now broadened out to connect fitness and fashion.
Sweaty Betty is a British retailer specialising in active wear for women, featuring in 50 from London to San Fancisco and selling significantly digitally. Sweaty Betty aims to ‘inspire women to find empowerment through fitness’.
Sweaty Betty has a real distinctive difference to its potential competitor Amazon : It distinctively moves beyond traditional retail practices with added value services as well as great clothing and builds an active community. This is achieved through regular Sweaty Betty fitness classes that are actively promoted to its customers. These classes range from yoga, run clubs and boot camps right through to Pilates, and are held in Sweaty Betty stores around the world. For those who can’t attend in person, there are also online fitness classes.
Sweaty Betty Live was a event where 3000 Sweaty Bettys came to sweat learn shop eat & get pampered:
Sweaty Betty was very clear on their purpose and had a very clear story that was developed starting inside the organisation, and building out into their community. A data driven approach to brand building and creating community, loyalty and interaction meant people starting telling the Sweaty Betty story themselves.
checkout Tamara story:
Sweaty Betty leverages a broad range of data-driven social tools – Twitter, YouTube, Instagram, Facebook and Pinterest are all used. They also created ‘brand ambassadors’ and allowed customers to have a conversation, helping to underline the sense that Sweaty Betty is a ‘fitness community rather than just a sportswear retailer