Vestiaire Collective has revealed a new branding campaign, refreshed brand identity and updated website.
The campaign has rolled out in line with a new brand logo, visual identity and increased user-friendly functionality across all devices.
CMO Ceanne Fernandez-Wong told Ragtrader that the campaign was produced in collaboration with top French creative agency BETC Etoile Rouge to celebrate Vestiaire Collective's global community of seven million.
“The new campaign was an opportunity for us to celebrate the strength of our global community, the incredible mix of luxury fashion that you could not find anywhere else.
“For me, it was an opportunity to tell that story through our sellers in a global 360 campaign.”
The 360-media plan spans a mix of broadcast TV, print, digital and social media rolled out across Vestiaire Collective's key territories within Europe and the Asia Pacific market.
He explained that the company's new brand identity and website were redesigned to improve customer experience and journey across all devices.
“Updating our UX was a journey that started with relaunching our IOS and Android apps and then re-platforming parts of our website so that we could improve speed; plus making the experience on mobile far easier to use.
“We see 70% of traffic on mobile and 60% of purchases, so we knew that we had to focus on that experience first.”
The website and mobile design introduces integrated editorial content, updated mobile friendly typography and a new logo to cater for a modern worldwide fashion consumer.
The new look logo will also feature on updated packaging crafted from recycled materials that have been developed with the intent to allow customers to reuse it.
The new branding campaign, updated identity and website are the most recent initiatives to be rolled out by Vestiaire Collective following a series E investment in 2017, further facilitating ambitious growth plans.
The previous 18 months has seen the company expand into the Asia Pacific market and the opening of a new hub in Hong Kong to further facilitate operational capabilities.
“Australian consumers have been able to purchase through the Vestiaire Collective website for quite some time, but more recently we have launched the selling function and opened up a logistics hub in Hong Kong to speed up processing times for Australian and Asian sellers,” Fernandez-Wong explained.
Its recent launch of the selling function in the Australian market saw a collaboration with Pip Edwards and Claire Tregoning from P.E Nation, Alice McCall, Michelle Glew Ross of My General Store and Louise Olsen.
“The Australian consumer is very aware and appreciative of luxury fashion.
“Additionally, Australians are forward-thinking in their approach to sustainability; therefore Vestiaire is perfectly placed to allow the Australian consumer to both of those things,” Fernandez-Wong said.
In addition to the logistics hub in Hong Kong, it has also opened one in Northern France and appointed a number of senior talents in the leadership team.
Following a period of high growth with over 100 new hires in 2018, this month will also see it open a new Paris-based head office.