Vestiaire Collective unveils new brand identity
New York – Vestiaire Collective unveiled a new visual identity along with a
branding campaign today in the mission to solidify its place as an
inspiring leader in the international retail market. Along with the
branding campaign, the revamped visual identity entails a new logo, an
updated website and new packaging.
Based in Paris, Vestiaire Collective launched in 2009 and is an online destination for authenticated pre-owned luxury fashion. The digital retailer serves over 7 million members across 50 countries with a catalogue of over 600,000 items, which are all confirmed for quality and authenticity.
The retailer reports growth by 140 thousand shopping members
monthly, and hopes that their rebranding will provide a stronger
connection between customers and the brand. “The new logo and branding
feel modern and fresh, giving you an immediate emotional connection to
it – it is luxury and at the same time inclusive – in the right way,”
Ceanne Fernandes Wong, Chief Marketing Officer and Vice President of
Vestiaire Collective told Fashion United. “With the campaign, we
expect customers will see themselves in the story. Overall, the new
branding and identity will allow our customer to have a stronger
emotional connection to our brand. An emotionally connected customer
is a more engaged customer.”
The new identity improves the customer experience
“[More engaged customers] visit the website more often, they read
our editorial, they have a stronger purchase consideration as well as
a stronger reason to sell their items with us,” said Fernandes
Wong.
Vestiaire Collective’s new brand identity considers user-friendly
functionality and improves the customer’s digital experience across
all devices. The rebranding focuses on a modernly designed website
that is mobile-accessible with integrated editorial content and clear
typography.
Fernandes Wong also shared that customers have showed a strong
interest in sustainability, and Vestiaire Collective took this into
consideration with the rebranding campaign. The retailer’s updated
packaging is crafted from recycled materials and was developed with
the intention to be reused. It is not surprising that customers of a
pre-owned luxury retailer would have a strong consideration for
eco-friendly measures, as consignment and secondhand shopping is a
sustainable market.
Vestiaire Collective collaborates with creative agency
Vestiaire Collective produced the new campaign in collaboration
with French creative agency BETC Étoile Rouge. The creative agency is
dedicated to luxury, fashion, and beauty brands and has worked on
creative campaigns for Dior parfums, Louis Vuitton, Sephora and
Valentino, amongst others.
“BETC Etoile Rouge really demonstrated the ability to understand
not only the luxury consumer as they have a history of working with
global luxury brands, but crucially they understood the DNA of
Vestiaire Collective,” said Fernandes Wong. “They understood our
fashion DNA and why our product catalogue is so unique, they
understood why customers both buy and sell with our community and they
completely got the intersection of that fashion DNA and community with
both sustainability and authentication.”
Photos courtesy of the brand