Vestiaire Collective to boost editorial content

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