Premium fashion resale platform Vestiaire Collective is set to strengthen
is editorial content offering in a bid to drive sales as it continues to
expand into new markets and categories.
The move follows on from the appointed of Elvria Masson, who was tapped in
March to take over Vestiaire Collective editorial content as
Editor-in-Chief from L’Express. She recently added new sections including
“At Work” and “How to Wear” to the editorial offering, which is located on
the retailer’s homepage under its journal section.
“The editorial content that you see now is just 30 percent of what you’ll
see by the end of the year,” explained Sébastien Fabre, Vestiaire
Collective founder and chief executive officer to WWD. “It’s a very large
project for us, and it’s one of the reasons we raised money last year.”
Vestiaire Collective is also using editorial content to support its move
into new markets. For example, platform showcased a feature named “Made in
Scandinavia” which coincided with its launch in the Nordic area and
highlighted pieces for sale from six prominent Scandinavian bloggers.
Masson aims to boost the number of fashion series featured on the site by
creating more shoots, strengthen editorial pieces which are related to
product descriptions while highlighting the lifestyle component the site
offers. “For the resale market, it’s even more relevant to accompany the
merchandise with luxury visuals and creative [editorial] angles,” noted
Masson. The site is said to be working on a partnership with Conde Nast’s
AD magazine.
In addition, Vestiaire Collection also works together with a number of
fashion consultants in numerous markets, such as Kate Foley in the US,
which ensure the site has access to top notch products. “It’s not about
rags and dusty pieces. We look at second-hand pieces because we want good
products,” said Fabre, adding that approximately 30 percent of the items
offered to the site for resell are rejected.
Photo: Vestiaire Collective website