Mobile App Insights

For Elite Queens, Mobile Takes the Crown


This week, in honor of the Fourth of July, we’ve been thinking and writing a lot about the American Dream. Accordingly, we’re excited to introduce you to one of our most treasured clients. They’re representatives of a community that is as crucial to our national identity as any other, and an irreplaceable part of the Shopgate family. We’re proud to announce that we’ve helped launch retailer Elite Queens into the smartphone app realm—quite literally mobilizing the American Dream of an entire community of LGBTQ artists and performers.

Anthony DiFiore founded Neverland Events & Artist Management Corp. in 2012 to serve as an events production company for local drag performers in Chicago. Eventually, these drag performers began to compete on the cult favorite reality show RuPaul's Drag Race. In a phenomenon that many people could not have predicted, the show's ratings spiked, and its demographic was no longer solely members of the LGBTQ community. Drag was now a part of mainstream America’s entertainment and pop culture, and it didn’t seem to be going anywhere.

Drag Race propelled Neverland performers from $10 shows at clubs to the national stage, and the media and corporate attention proved it. Features in media like the New York Times, gigs with powerhouses like Google, and Trixie Mattel’s season on Drag Race prompted Neverland to expand into artist management. Neverland provided Mattel with bookings, career consulting, and an eCommerce strategy. They proved to be so effective that Drag Race superstars Kim Chi and Naomi Smalls also signed to Neverland, followed by Pearl, Shea Coulee, Gia, and The Vixen. The once-small company was suddenly a cornerstone of the queer entertainment industry—and that’s when Elite Queens was born.

With a dream of becoming an eCommerce marketplace for their clients' merchandise, Elite Queens set out to establish their sales and marketing strategies across the Internet. Keeping in mind that the fanbase of Drag Race is rooted in teenagers of all sexual and gender identities, mobile was the obvious channel for Elite Queens. DiFiore craved the ability for Elite Queens to live on the home screens of their customers, providing more accessibility. This proved to be a particularly smart strategy, as the most famous drag queens in the world have a huge social media presence. The Elite Queens marketplace is now just a tap away for Instagram and Twitter admirers who are longing to pick up a piece of this cultural phenomenon.

Shopgate guided Elite Queens all the way to the mobile throne, providing them with a fully customizable app design, communications tools like push notifications, and marketing services, which allows them to always be within reach of professional mobile consultants and designersThe results so far have been truly fit for royalty: with their average order volume increasing exponentially, and a communications strategy that doubles conversion rates, Elite Queens officially rules the mobile realm.

DiFiore, the queens, and their store have helped us, too. You see, as we look for new and innovative ways to expand our mobile reach, we’re keeping the success of our clients in mind as we pursue our own dreams. Truly, Elite Queens is an inspiring success story that is synonymous with the storied American Dream. We’re proud to provide Elite Queens a home on our mobile platform, but most of all, we’re proud to contribute to the success of their community, and to learn more from their hard work and inclusiveness.

To learn more about Elite Queens' mobile success,

Read the full case study here.

Sarah Meadows

Written by Sarah Meadows

Copywriter | Sarah writes and edits for the marketing department of Shopgate. Her previous experience includes creating content and handling public relations for public offices and organizations at her alma mater, the University of South Carolina. A true Southern girl, Sarah’s hobbies include reading William Faulkner, following college football, and looking for a good glass of sweet tea in Austin.

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