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Picture this: You’re scrolling through the App Store and see Mytheresa’s latest drop featured as an exclusive event. One tap, and you’re inside their luxury world, curated collections, personalized offers, premium everything. It’s mobile commerce done right.
But dig a little deeper, and there’s a feature hiding in the shadows that could transform how they grow.
It’s like a designer piece hidden in the back of the store. Bring it forward, add the right incentive, and suddenly you’ve got a viral growth loop.
MyTheresa has built something special. The question is: are they getting the full value from it?
MyTheresa knows how to create a moment.
They’re one of the few luxury brands actively using Apple’s Apps Store Events features, turning seasonal edits and product launches into front-page campaigns. These aren’t just listings, they’re digital events that drive discovery and transform drops into digital occasions.
It works, especially for iOS users hunting for exclusivity. But here’s the thing: the value of these installs depends on what happens next.
Without attribution, that visibility ends at the download. With proper measurement, marketers can connect each install to in-app purchases, repeat engagement, and lifetime value. And it matters.
Inside the app, the UX screams luxury. Editorial layout, polished visuals, and that “members-only” vibe everywhere you look.
Even the welcome offer, 10% off for new users, feels more like a private invitation than a discount. The message center doubles as a personal concierge, delivering curated alerts, personalized drops, and in-app messaging that keeps the brand top-of-mind without being pushy.
Their in-app content is pure luxury. They understand their audience and deliver exactly what high-end shoppers expect.
Other luxury brands can do the same with the right audience segmentation. They can understand which customer segments respond best to different personalization strategies, whether that’s VIP early access offers or curated collections based on purchase history. This level of insight helps teams deliver the right message to the right user at exactly the right moment.
But even the best UX needs feedback loops. Which offers are converting? Which users are coming back? That’s where measurement becomes critical.
Here’s the gap. MyTheresa includes a “Share the App” option, but it’s buried in account settings.
For a brand with loyal customers and aspirational products, this is a missed opportunity. AppsFlyer’s data shows that referral traffic converts at an average rate of 6.2% to install, with 9.1% of users becoming paying customers, outperforming channels like QR codes (5.8%) and SMS (2.6%) in driving actual purchases. When your customers are already invested in luxury, their recommendations carry serious weight.
Bring it forward, add an incentive, and suddenly you’ve got a viral growth loop.
A luxury referral program doesn’t need to be loud, but it should be accessible, rewarding, and measurable. Think early access to new collections, store credit, limited-edition perks.
AppsFlyer Tip: Referral programs work best when they feel exclusive and frictionless. Use deep linking to send referred users directly to premium content or rewards, while measuring which referral sources drive the highest lifetime value customers.
The experience becomes seamless: from email or SMS to app, straight to the referral reward, even for first-time installers.
Mytheresa’s app is already a benchmark for luxury UX, clean, intentional, and premium. The App Store events create anticipation, the personalization feels exclusive, and that hidden referral feature has serious potential.
But great design alone isn’t enough. Like many leading apps, one challenge remains: tying all these innovations back to performance.
That’s where measurement comes in.
By connecting installs to downstream events, measuring referral flows, and using owned media more strategically, eCommerce brands can unlock the full value of their existing users.
Whether it’s App Store events, referral programs, or personalized messaging, measurement is what turns great features into growth engines.
Ready to optimize your app’s growth potential? Explore AppsFlyer’s ecommerce solutions to measure every touchpoint, boost LTV, and measure what matters across the full shopper journey.
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MyTheresa uses App Store Events to promote curated sales and product drops, creating digital occasions that feel exclusive. Their in-app message center delivers personalized content that keeps luxury shoppers engaged post-install.
Premium UX balances minimalism with functionality. Clean design that guides users to discovery, loyalty features, and referral opportunities without overwhelming. Measurement reveals which elements truly drive engagement and conversion.
In luxury retail, referrals are more than traffic. They signal social validation, trust, and taste. When someone recommends a premium brand, they’re endorsing quality. Hidden referral activity means luxury brands miss high-intent traffic that could drive meaningful growth.
Using mobile attribution platforms like AppsFlyer, luxury brands can measure every user journey from App Store events to referral shares to repeat purchases, while maintaining the premium experience customers expect.
