What does it take to transform a group of followers into a dedicated community? Belgian fashion brand LolaLiza has taken influencer marketing to the next level with its ambassador club, the LolaLiza Club. Designed to cultivate lasting, authentic relationships with influencers, it strengthens LolaLiza’s connection with their audience while supporting collaborations with retail and B2B partners.
FashionUnited received exclusive access to insights from Margot Vansteenkiste, Digital Communication Coordinator of LolaLiza, together with influencers Isabelle Olivier (@isabelleolivier_) and Marine Eloy (@curvybluemarine). They provided insight into how this carefully curated ambassador program transforms purchasing behavior, promotes brand loyalty and increases engagement both online and in-store.
The power of influence
Influencers play a crucial role in shaping consumer behavior and fostering brand loyalty in today’s digital landscape. A study by online marketing platform The Drum reveals that almost half of European consumers trust influencer recommendations when making purchasing decisions, especially younger generations such as Gen Z and Millennials. The psychology behind influence shows that people are more likely to trust recommendations from authentic, relatable personalities than traditional advertising, making influencers ideal brand ambassadors.
Unlike conventional campaigns, influencer marketing leverages social validation and familiarity, encouraging deeper engagement with the brands they promote. The effectiveness of this strategy depends on recognizability and trust; followers who perceive influencers as genuine are more likely to purchase the products they promote and remain loyal to the associated brands. The LolaLiza Club capitalizes on these insights by consistently working with a select group of ambassadors who embody the brand’s values.
Sustainable connections by finding the perfect match
LolaLiza launched the LolaLiza Club to build long-lasting connections with influencers and distance themselves from the fleeting nature of one-off collaborations. According to Vansteenkiste, this model enables the brand to support its ambassadors more effectively. “Our goal is to go beyond the surface and build relationships that reflect our commitment to inclusivity and accessibility,” she says. By working closely with approximately 20 carefully selected influencers each year, the club focuses on cultivating meaningful relationships.
The selection process is thorough and emphasizes engagement, alignment with brand values and authenticity rather than follower count. Vansteenkiste emphasizes that potential ambassadors are chosen based on qualities such as commitment and personal style, rather than their number of followers. “We are looking for influencers with a personal style that fits our brand. Authenticity is crucial to us.” Personal interviews are part of the selection process, allowing LolaLiza to assess each candidate’s suitability and passion for the brand and maintain the club’s unique sense of community.
Stimulate purchasing behavior and sales
The LolaLiza Club has also evolved over its four-year history, with lessons learned from early collaborations with platforms such as Collabory and InfluO, before becoming fully managed in-house. Today, LolaLiza manages its influencer relationships through direct communication via email and WhatsApp, allowing instant updates, event invitations and the launch of new collections. This approach creates a close-knit community, enriches the ambassadors’ experience and strengthens their role as brand ambassadors.
With more creative freedom, LolaLiza Club influencers now tailor their content to their unique audience groups, creating relatable posts that authentically resonate with their followers. For example, promo codes shared by influencers allow followers to immediately shop the featured looks, increasing conversions and showing a significant impact on attracting new customers. The ambassadors’ authentic connection with their followers creates a more personalized shopping experience, strengthening brand loyalty and expanding LolaLiza’s presence in key markets such as the Netherlands.
Perspectives: Testimonials from LolaLiza Club members
Influencers like Olivier and Eloy bring unique styles and backgrounds to the ambassador program, creating relatable content that suits the varied style and size needs of their followers. For Olivier, the LolaLiza Club’s commitment to inclusivity and positivity closely aligns with her own mission of authenticity and openness on social media. She highlights the club’s welcoming atmosphere and the brand’s commitment to representing a wide range of body types. “Being part of the LolaLiza Club allows me to connect with my audience on a deeper level. My followers often tell me that they feel inspired to try LolaLiza because they see how it suits real women,” she says.
For Eloy, LolaLiza’s accessible sizes and body-positive message make her ambassadorship particularly meaningful. “As a curvy woman, I know the struggle to find clothes that fit well and feel comfortable. I am proud to represent a brand that understands and embraces different body types,” she reflects. Eloy’s followers often express their appreciation for her honest approach, which boosts their confidence in their purchases after seeing how the brand’s products fit someone with a similar body type. “My followers love the fact that LolaLiza offers true-to-size options; it’s refreshing to have a brand that feels inclusive and empowering,” she adds.
Both women agree that LolaLiza’s inclusive approach has strengthened their connection with their audience, who feel represented by a brand that recognizes real women. This emphasis on diversity not only fosters a sense of community, but also broadens the label’s appeal to a broader customer base, increasing its relevance and accessibility. For retail partners, this inclusive attitude positions LolaLiza as a brand that values accessibility and authenticity, fitting in well with an increasingly diverse market.
Source: fashionunited.nl
