Vestiaire Collective – new global ad campaign To grow U.S. brand awareness
Vestiaire Collective, the world’s leading global platform for pre-loved luxury fashion, is launching its latest ad campaign as part of its expansion strategy in the United States, where interest in pre-loved fashion among style lovers concerned about overproduction and overconsumption continues to grow. Founded in 2009, Vestiaire Collective has solidified its presence throughout Europe and Asia, and is now looking to do the same in the United States. The campaign showcases its hard-to-find designer and vintage stock, as well as the benefits of shopping with the Certified B Corporation®.
Working with New York-based creative agency Accompany Creative, the new ‘Parlez-Vous Vestiaire Collective?’ campaign leans into Vestiaire Collective’s French heritage, but keeps it grounded in the inviting, universal language of style by simply asking: “Do you speak fashion?” The campaign spots apply this language device across a range of differentiators, such as the platform’s designer label range, broad and diverse global seller base, proprietary authentication process, and highly competitive commission rates.
One spot playfully frames the brand’s French heritage and the “Can you say/Do you speak” wordplay by offering a lesson on how to pronounce ‘Vestiaire’ with a visual mnemonic of vests, t-shirts, and blowing air – inspired by the brand team’s insight that Americans often don’t know how to pronounce the name.
The new campaign comes on the heels of a busy time for Vestiaire Collective. It welcomed a new US-based team led by North America CEO Samina Virk; introduced 0% commission* for US sellers on the platform (*processing fees will apply); launched a New York City-based VIP Consignment Program; and created a viral Fast Fashion Ban campaign. Last month, it also held an exclusive closet sale with Academy Award-winner Jessica Chastain.
“We’re just beginning to embark on what we view as incredible potential for the US, and with this campaign we want to focus on what makes us special,” says Marie-Christin Oebel, Chief Marketing Officer, Vestiaire Collective. “We’re a global platform with a French touch, making us experts in luxury and vintage, and we were founded with the mission to transform the fashion industry for a more sustainable future by empowering our community to drive change. This campaign represents the best of what we stand for – taste, trust, community, and sustainability,”
“This project is an ideal one for us, leveraging the agency’s background in fashion brand-building, and working with a client whose business model is truly driving commercial innovation in sustainability,” says Accompany Creative’s founder Jason Keehn. “Inspiring consumers to ‘Buy Better’ has been a strategic focus for Accompany since our beginning, and the fashion industry especially needs more champions of reuse and upcycling like Vestiaire Collective to take center stage.”
‘Parlez-Vous Vestiaire Collective?’ will run across national TV spots (CTV), paid social (throughout the US and Europe), and online digital.
Vestiaire Collective is the leading global platform for pre-loved luxury fashion. The company’s mission is to transform the fashion industry for a more sustainable future, promoting the circular fashion movement as an alternative to overproduction, overconsumption, and the wasteful practices of the industry. Driven by the philosophy ‘Long Live Fashion’, Vestiaire Collective offers a trusted space for its community to prolong the life of its most-loved fashion pieces. The platform’s innovative features simplify the selling and buying process and give its members access to one-of-a-kind wardrobes around the world. The company boasts a curated catalog of five million rare and highly desirable items. Founded in Paris in 2009, Vestiaire Collective is a Certified B Corporation® and is active in 80 countries worldwide.
Creative Credits:
Client Vestiaire Collective
Project: “Parlez-Vous Vestiaire Collective?”
Airdate: March 2004
Agency: Accompany Collective, New York
- Agency Founder/CEO: Jason Keehn
- Exec. Creative: Richard Austin
- Exec. Creative: Montana Cheal
- Art Director: Amber Chandler
- Copy Director: Natalee Ranii-Dropcho
- Account Director: Leslie Kretz
- Executive Producer: Greg Jaroszewski
- Director: Danielle Levitt
- Photographer: Harry Eelman
- Stylist: April Hughes
- Vintage Category Lead: Belinda Van Santen