Model Citizen: The Worth Of A Rabid Clothing Fan

“Fashion forward-able” is how San Francisco based clothing company BetaBrand describes its philosophy. The marketing of its popular clothing is just as playful and unique as the designs themselves, relying on their growing proof that people will share what is social and entertaining. One of their most unique ideas, Model Citizen, sees customers sharing the best photos of themselves wearing the companies clothes.

“This is the most blatant way to communicate to our fans that we want to showcase customer experiences with our clothing,” founder Chris Lindland says. “The more people who share their photos, the more amazing the Betabrand shopping experience will become.”

Since Betabrand implemented Model Citizen, the results have been impressive:

• During Model Citizen’s alpha release, the number of people it attracted to Betabrand.com would have cost the company $22,340, assuming an average CPC rate of $1.
• 1 in 10 Model Citizen photos generates a trackable order from a new customer.
• Total number of Model Citizen images so far: 1,108.
• Total unique views generated by Model Citizen images: 22,340 (roughly 20 views per Model Citizen image).
• Most number of unique views: 619.
• Most revenue generated by a Model Citizen image: $787.
• The 14-person company expects to generate more than $2M in sales in 2011.