Vestiaire Collective has launched the second edition of its 'Parlez-Vous Vestiaire Collective?' campaign, expanding on the French-focused concept of the original. The campaign now emphasizes the idea of a 'global closet' built by users listing their pre-loved clothing on the platform. The initiative features placements on television, social media, and other online channels, aiming to spread brand awareness and encourage consumers to sell unwanted fashion items.
The initiative is now live, with placements on television, social media and other online hotspots. Image courtesy of Vestiaire CollectiveLaunched this month, the second edition of the “Parlez-Vous Vestiaire Collective?” campaign expands the French-focused concept of the original initiative.
Now, the visuals highlight the idea of a “global closet” built by the users listing their pre-loved clothing on the site. “As the company grows and evolves, this campaign reinforces that Vestiaire Collective is a community that values connection, transparency, and trust,” said Marie-Christin Oebel, chief marketing officer at Vestiaire Collective, in a statement “This global campaign further establishes Vestiaire Collective’s leadership in the pre-loved fashion space and continues to spotlight our authenticity, expanding U.S. presence, and personalized shopping experience.”Despite a slight shift in focus, the renewed “Parlez-Vous Vestiaire Collective?” campaign retains its original goal of spreading brand awareness and encouraging consumers to sell their unwanted fashion items.); now in its second incarnation, the marketing endeavor retains its educational roots. Each of the six new 15-second advertisements breaks down how to pronounce the resale platform’s French name, which is said to have perplexed American audiences in the past.One of the films takes this question on as its core theme, with the models breaking down the Vestiaire title into “vest,” “tee” and “air,” each showcased with a matching piece of clothing. Another placement personifies the platform’s authentication services with the introduction of the"Chief Authentication Officer” character. The fictional person walks the audience through Vestiaire Collective’s process that eliminates fakes from its digital marketplace. Another video released alongside the campaign is inspired by the application’s presence in the Netflix series “Emily in Paris,” with notifications appearing on-screen during the placement, similar to those seen in the hit show.The second edition of the campaign builds off of the successful first attempt, which was crafted in collaboration with New York-based advertising agency Accompany Creative. The original release garnered the brand’s best-ever short-term return on investment, boosted brand awareness by 57 percent and saw viewer’s media efficacy related to the platform rise by 114 percent; the U.S. now accounts for a fifth of Vestiaire Collective’s gross merchandise volume. “We are thrilled to be building on our strong performance results in Year 1 and to bring more texture and storytelling to the campaign in Year 2,” said Jason Keehn, founder of Accompany Creative, in a statement. “The brand’s French heritage, best-in-class authentication and global community provide such a compelling luxury proposition for consumers; reminding them of the sustainability benefits on top of that really makes it a win-win for purpose-led fashionistas.”While luxury resale provides a lower-cost alternative to purchasing new high-end goods, it also aids in a global battle against climate change. While Vestiaire Collective’s latest campaign does not focus on this aspect of its business, it has granted the spotlight to its environmentally conscious goals with other recent endeavors. The company hopes to draw in American consumers, as the audience is continually gaining interest in sustainable luxury fashion. Image courtesy of Vestiaire Collective Late last year, the brand partnered with a group of social media influencers to launch “Change Your Feed, Change the World,” an ongoing marketing push that is meant to combat the wasteful practice of fast fashion . Differing from most other promotional initiatives in the high-end space, it opts to communicate its message through a selection of digital figureheads who might hold more sway over consumers than a simple advertising placement. The company did produce an informative short on the matter, but it was only released to the creators involved in the program, with plans for a public release sometime in the near future. 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","iv":"f5bb54b88c91459bae371e925a57b513","s":"629fd123416d9f7c"}Follow 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