7 Ways Fayt Is Playing Big in the Customer Marketing Space – And Why It’s Working

Many fashion brands are stuck in a never-ending loop of customer acquisition, but Fayt the Label is proving that investing in customer marketing (and putting your community at the heart of your brand) pays off. Founded by content creator turned businesswoman Brittney Saunders, Fayt has grown into one of Australia’s most loved and talked-about fashion labels, not because it shouted the loudest, but because it made its customers feel the most seen.

Over the past 24 months, Fayt has doubled down on experiential events, grassroots advocacy and community-driven product launches. In doing so, they’ve built a powerful ecosystem of loyalty, word-of-mouth marketing, and high-impact engagement - without relying solely on paid ads or influencer sponsorships.

Here are 7 standout ways Fayt is playing big in customer marketing, why it’s working and why your beauty brand should be taking a leaf out of their playbook.

1. Turning Customers into VIPs Through Events

Fayt’s A Date With Fayt event wasn’t your typical fashion party. It was designed as a “love letter” to customers - a community night where over 200 women gathered for champagne, dancing, and connection. These events aren’t about pushing product; they’re about building belonging. The result? Deep emotional loyalty and user-generated content that money can’t buy.

Objective: Strengthen brand affinity and create unforgettable brand moments. Why it works: When customers feel part of something, they’re more likely to stay, shop, and share.

2. Creating an Inner Circle with Fayt Society

Launched in 2024, Fayt Society is a private Facebook group that quickly grew to tens of thousands of members. It’s where the most loyal customers get early access to drops, exclusive behind-the-scenes content, and genuine interaction with the brand.

Objective: Build a centralised, engaged community outside the noise of public social platforms. Why it works: Customers want more than a transaction - they want connection. Community groups build trust and advocacy faster than ads ever could.

3. Launching a Community PR List (Not Just for Influencers)

Instead of chasing traditional influencers, Fayt flipped the model. Their Community PR List rewards long-time customers with PR packages and influencer-style experiences, regardless of follower count. All that’s required? A genuine love for the brand and a flair for content.

Objective: Amplify word-of-mouth marketing through authentic, grassroots voices. Why it works: Micro-advocacy outperforms influencer fatigue. Everyday fans drive real influence among their peers.

4. Making Product Drops Feel Exclusive - Even for Everyday Customers

Fayt gives early access to new capsule collections via their Facebook group and email list, rewarding their most engaged customers with first dibs. Drops feel exciting, almost like an insider club, and often sell out quickly.

Objective: Drive hype and urgency while making customers feel rewarded.

Why it works: Exclusivity breeds loyalty. People love being part of something others aren’t.

5. Bringing Events and Content Together with Experiential Activations

From the Wild for Fayt collaboration with Wildfire Shoes to their Lucky 7 Brand Trip, Fayt uses IRL experiences to fuel digital buzz. These activations blend panels, community events, travel, and brand storytelling to create rich content loops that live far beyond the day itself.

Objective: Merge offline connection with online content to increase shareability and brand love.

Why it works: Memorable experiences become magnetic content. It’s the kind of marketing customers want to post about.

6. Running a National Model Search That’s Actually Inclusive

Rather than hiring models from an agency, Fayt turned to their own community to find the face of their brand. The Fayt Model Search gave women of all shapes and sizes a chance to step into the spotlight, and thousands turned up to try out.

Objective: Celebrate customer diversity and source talent directly from the community.

Why it works: People want to buy from brands that reflect them. Representation isn’t just right - it’s a powerful sales driver.

7. Making the Founder a Relatable Face of the Brand

Brittney Saunders isn’t just a founder—she’s part of the community. Her honest behind-the-scenes shares, podcast episodes, and presence at events make the brand feel human. Customers follow her not just for clothes, but for business insights, humour, and heart.

Objective: Humanise the brand and build founder-led trust.

Why it works: When customers trust the person behind the brand, they trust the business too.

Brands are waking up to the fact that customer marketing isn’t just fluffy feel-good strategy - it’s smart business. Fayt is showing that when you spend budget nurturing the customers you already have, they’ll become your most powerful marketers.

Instead of allocating the lion’s share of spend on acquisition, Fayt invests in:

• In-person experiences that surprise and delight

• Community-led content that scales trust

• Retention-focused perks that drive repeat purchase

• Grassroots advocacy that leads to real influence

  
  

The result? Faster sell-outs, stronger margins, and an audience that sticks around for more than the next sale.

Fayt is building more than a clothing brand - it’s building a movement. By flipping the funnel and choosing to invest in the people already paying attention, they’ve built a community so invested, it markets itself.

For brands stuck on the hamster wheel of acquisition, take a leaf out of Fayt’s playbook. Your next best marketing move might not be the next ad campaign - it might be your customers.