case study slides

1. Vestiaire
Collective
CASE
STUDY
Ezo,Sara,Sophia,Yangzy

2. OUTLINE
• D E S C R I P T I O N
• C A S E S T U D Y D E S C R I P T I O N
• S E G M E N T A T I O N ,
T A R G E T I N G A N D
P O S I T I O N I N G
• C O N S U M E R B E H A V I O R
• C O N S U M P T I O N U N D E R
C A P I T A L I S M
• U N D E R S T A N D I N G
C O N S U M E R T E X T S
• C O N C L U S I O N

3. Resale platform
connecting
buyers
and sellers
High-end and
luxury items
Strong focus on
sustainability
“Sell to save the
world”
Average price of
sale on this
platform 230£
SARA

4. V.
THE PRINCIPLE IS SIMPLE, NOBLE
REALLY, SO WHY WAS THE BRAND
NOT DOING AS WELL AS THEY
HOPED?
SARA

5. • Performance marketing
• Branding
• Intention- action gap of sustainability
• Sustainable brands must be the most entertaining
+ become the norm
How did Vestiaire position itself?
SARA

6. • Trust and taste
• Groundbreaking authentication process
• Editorial strategy --> platform that creates content for
fashion inspiration not just facilitates sale of products
• Make second hand fashion worth the premium
Unique selling
points
SARA

7. WHAT IS A CONSUMER TEXT?
ANY COMMUNICATION DIRECTED TOWARDS
CONSUMERS CAN BE A CONSUMER TEXT
PROMOTIONAL PHOTOSHOOT EXHIBITED ON SUBWAY
BIILLBOARDS
SARA

8. • SIGNIFIER, SIGNIFIED AND MAKING MEANING
• SENDER, ENCODING, NOISE, DECODING,
RECEIVER
• WHAT IS VESTIAIRE TRYING TO SIGNIFY? ARE
WE INTERPRETING IT CORRECTLY?
WHICH IS NOT A CONSUMER TEXT?
SARA

9. Miss Classique
SARA

10. SARA

11. Rich
SARA

12. SAR

13. SOURCES
Mclaughlin, Aimee (2022): Puppet models take to the catwalk in Vestiaire Collective’s new campaign, in: Creative Review,
21.03.2022, [online] https://www.creativereview.co.uk/vestiaire-collective-campaign/.
Redirect notice (n.d.): [online] https://www.google.com/url?sa=i&url=https%3A%2F%2Fwww.adobomagazine.com%2Fcampaign-
spotlight%2Fcampaign-spotlight-long-live-fashion-puppets-made-from-pre-loved-clothing-strut-the-catwalk-in-debut-
campaign-by-droga5-london-for-sustainable-fashion-marketplace-vestiaire-collective%2F&psig=AOvVaw0JfgC9-kOg0iCwf-
g0jFBm&ust=1700083713831000&source=images&cd=vfe&opi=89978449&ved=0CBEQjRxqFwoTCJjJu8C3xIIDFQAAAAAdAAAAABA
Shimp, Terence A./J. Craig Andrews (2018): Advertising, promotion, and other aspects of integrated marketing
communications, 10th edition.,[online] https://read.kortext.com/reader/pdf/280927/87
Vestiaire Collective (2022): Introducing Hunter! | Vestiaire Collective, [YouTube]
https://www.youtube.com/watch?v=LXFNOKvRYzM.
Vestiaire Puppets - Puppet Builders (n.d.): [online] https://www.puppetsmagic.co.uk/vestiaire-puppets.html.
Vestiaire Collective Impact Report(2023): https://fashion-sustainability-report.vestiairecollective.com/media/site/eddac7b178-
1687355851/23-vc-023.pdf
Raphaël Estripeau, Felix Krueger, Judith Vitrani, Sarah Willersdorf, Pierre-François Marteau, Fanny Moizant, and Maëlle:
Gasc(2022):https://www.bcg.com/publications/2022/the-impact-of-secondhand-market-on-fashion-retailers
Vestiaire Collective: Sell to save the world, Or why the most sustainable businesses must become the most entertaining brands
| WARC. 2023. Vestiaire Collective: Sell to save the world, Or why the most sustainable businesses must become the most
entertaining brands | WARC. [ONLINE] Available at: https://www.warc.com/content/article/vestiaire-collective-sell-to-save-the-
world-or-why-the-most-sustainable-businesses-must-become-the-most-entertaining-brands/152501. [Accessed 8 November
2023]