Vestiaire Collective

TASK

PLUG was tasked to help raise awareness for Vestiaire Collective from 2022 to 2024 and build close relationships with top-tier media and KOLs to significantly increase the number of platform users – both buyers and sellers – and create a strong community of pre-loved fashion activists in Hong Kong.

EXECUTION

To increase awareness and generate excitement, PLUG:

  • Issued multiple bilingual press releases announcing key happenings and announcements including Vestiaire’s Fast Fashion Ban

  • Launched an exclusive ‘Just Vestiaire It’ brunch event for Vestiaire’s Co-founder/President, CEO and Head of Marketing and HK’s top-tier fashion media and socialites/KOLs.

  • Set up exclusive celebrity stylist and fashion influencer partnerships and managed content creation across social channels.

  • Set up media partnership with #legend which included dressing top-tier socialites and KOLs for an exclusive event along with branded event collateral and photo opps.

  • Invited top-tier fashion media and influencers as well as stylists to Vestiaire Collective’s exclusive showrooms at Paris Fashion Week.

  • Arranged Fashion Week seedings to the city’s most influential fashion activists.

RESULTS

  • 553 pieces of coverage were secured up until mid 2024, in under 18 months with a PR value of HK$74 million.

  • Multiple styling opportunities secured with top-tier KOLs and celebrities including: Min Chen, Renci Yeung, Heidi Lee, Pony Pong, Tina Wong, Ansheles, Aka Chio, Jade Lam, Mayao Ma, Karena Ng, Tiffany Poon, Grace Wong, Tasha Lam, Ceci Ng, Saffi Ng and more.

  • 100% attendance secured for the event including Tatler, #legend,, Esquire, Marie Claire, Prestige,, Hypebeast, Vogue, Lifestyle Asia, Cosmopolitan, STYLE, ELLE, Victoria Tang-Owen, Justine Lee, Tiffany Poon, Laiza Ng, Ingrid Wong, Lindsay Jang and more.