SHOPVIXEN a fashion e-commerce founded by Sasha Goreshtein in Montreal, Canada in 2015. The online boutique specialty are cruelty-free clothing items.
MISSION
The mission of this campaign is to raise SHOPVIIXEN’s brand awareness 10 percent by September 2020. Increasing the trend of Vegan clothing and re-using clothing items in order to meet the brand’s underlying goal of spreading awareness on lowering the carbon footprint.
GOALS
THE GOAL OF THIS CAMPAIGN IS TO INCREASE BRAND AWARENESS AN ADDITIONAL 5% BY PROMOTING THE SHOP VIXEN’S BLOG – A VIIXEN DIARY. THROUGH THIS BLOG THE BRAND OWNER SASHA GIVES BEAUTY AND STYLE TIPS ON VIGAN FASHION. THE PURPOSE OF THIS IS TO INCREASE COMMUNITY ENGAGEMENT WITH CURRENT AND NEW SOCIAL MEDIA FOLLOWERS, PARTICULARLY INSTAGRAM FOLLOWERS. AS WE WILL SEE FURTHER IN THE PRESENTATION. BUILDING THESE RELATIONSHIPS WITH THE AUDIENCE IS IMPORTANT BECAUSE BY INTERACTING WITH THE BRAND COMMUNITY GROTH AND LOYALTY IS LIKELY TO INCREASE OVER TIME.
OBJECTIVES
- INCREASE BRAND AWARENESS THROUGH WEEKLY BLOG POSTS
- DAILY INSTAGRAM STORIES
- WEEKLY FACEBOOK POSTS
STRATEGIES
- Expand SHOPVIIXEN presence on Facebook, and Instagram through promotions of their Brand blog – A VIIXEN DIARY THROUGH THE METHODS LISTED ABOVE. SINCE CONTENT MARKETING IS ONE OF THE MOST EFFECTIVE WAYS TO INCREASE COMMUNITY ENGAGEMENT (Rothman 2015).
- DEVELOP A MEDIA OUTREACH CAMPAIGN THROUGH LOCAL VEGAN AND FASHION INFLUENCERS (NEWBERRY, 2020).
- PROMOTE WEBSITE CONTENT CALENDAR THROUGH WEEKLY EMAIL NEWSLETTERS AND SOCIAL MEDIA POSTS. SINCE ACCORDING TO AN ARTICLE BY NEIL PATEL – IN A 2018 STUDY by the Pew Research Center, one in three Americans prefers to read their news online— THIS INCLUDES NEWSLETTERS AS PRESENTED ON THE GRAPHIC YOU SEE HERE.
TACTICS
- Creating daily instagram stories promoting blog posts and tips on best practises to stay occupied during quarantine. Since according to a survey I made in March 2020, this topic was most popular among participants.
- Also, SV’S TARGET DEMOGRAPHIC spends most of their time on Instagram with an average of 53 minutes per day As seen on this infograph (Ennis-O’Connor, 2019).
- Promoting images of new collection items on Instagram feed. According to this same study, SHOPVIIXEN has more audience engagement on Instagram (with 11.4 followers) than any other platform, including Facebook (639 followers) and Twitter (with 6 followers).
- Finally, Promoting blog posts and events on the weekly newsletter (PATEL 2020).
BENCHMARKS
- Facebook and Instagram insights
THROUGH THE INCREASE OF INSTAGRAM FOLLOWERS VERSUS THE AMOUNT OF POST ENGAGEMENTS. ACCORDING TO RECENT SURVEY ABOUT A 5% OF THE TOTAL SV POPULATION ENGAGES ON INSTAGRAM.
- Measuring insights every week and story insights every 24 hours.
THIS FORM OF MEASUREMENT GIVES AN ACCURATE REPRESENTATION OF THE BEHAVIOR OF INSTAGRAM AND FACEBOOK FOLLOWERS
- Our timeline is set for September 2020.
THE CAMPAIGN ORIGINAL GOAL WAS TO INCREASE BRAND ENGAGEMENT BY 5% IF WE CANNOT ACCOMPLISH THIS GOAL THAN WE SHOULD INCREASE THE FREQUENCY OF SOCIAL MEDIA CALENDAR TO DAILY FACEBOOK POSTS AS WELL.
Media Kit
Event Samples
Event Proposal: The GIVE BACK COLLECTION Fundraiser
The GIVE BACK COLLECTION Fundraiser will be receiving guests at 5:30 p.m. and will begin at 6 p.m. The event is hosted by SHOPVIIXEN, a fashion e-commerce located in Montreal, Canada. The brand also owns a boutique in Old Montreal (our venue).
S.V. has partnered with the Canada Food Bank and Feeding America to raise funds in support of the fight against Covid-19. The brand has created a collection of pins with motivational quotes inspired by the pandemic.
During the fundraiser, S.V’s will host a fashion show modeling the one of a kind pins. The models will wear the same all-black bodysuit in order to feature said pins. We will hear from Sasha G the brand owner and 2 representatives of the partnered charities.
Event Program Design Sample:
Virtual Event: Webinar About Vegan Fashion
Post-Quarantine Wardrobe – The Importance of Vegan Fashion
This webinar was made in association with Full Sail University and SHOPVIIXEN bu Sasha. Here I talk about Vegan fashion and its importance to the environment; how recycling your wardrobe will assist you economically; and a few tips on how to best combine your existing clothing items and be prepared for a “Post-quarantine Fall season.”
To give you a sneak peek on the lesson, let’s talk about what is Vegan Fashion?
Are clothing items manufactured cruelty- free, plant and oil based.
What do I mean by cruelty- free? Leather and fur, specifically, is made by animal skins like cows, snakes, dogs and cats…
Want to know more? Click play and share it with someone who will appreciate the information!
Quick links:
SHOPVIIXEN By Sasha: https://www.shopviixen.com/
Victoria Farrell (Host): https://www.instagram.com/victoria.lfarrell/
Full Sail University: https://www.fullsail.edu/
Press Releases
SHOPVIIXEN Talks About Vegan Fashion for the Quarantine Comeback
Montreal, Quebec, CA – May 10th, 2020 – SHOPVIIXEN BY SASHA (SV) is hosting a webinar where they will talk about the importance of Vegan fashion and give advice to keep your wardrobe updated and ready for a Quarantine-free world!
While we are yet to know when we will be free to roam the fashion world again, one thing is certain: we will come out of this stronger. As the situation with Covid-19 progresses and the health and safety of the Viixen community a priority, SHOPVIIXEN has created a collection inspired by the mandatory quarantine sweeping the nation. SV aims to prepare their community for the time the quarantine is lifted.
This webinar will provide women the opportunity to learn how to shop for sustainable fashion while in style. Vegan fashion is a growing movement on the fashion insutry where garments are created free from animal cruelty. SHOPVIIXEN’s items are free from lether, fur and animal testing. We aim to teach our community how to protect nature and the environment through this webinar, it’s a good way to keep your wardrobe ready for a quarantine-free fall season.
“We understand that a versatile, eco-friendly and budget-aware wardrobe will be important next season. That is why we will be offering a more affordable and re-wearable collection so that our customers won’t be worried about breaking the bank,” said Sasha Goreshtein, founder of SHOPVIIXEN.
SHOPVIIXEN is a fashion e-commerce brand based in Montreal, Canada since 2015. It dedicates itself to providing luxury-sustainable items for women of all shapes and sizes. They ship worldwide although their main customers are from the U.S. and Canada. The brand is a strong advocate for the environment and provides quality vegan fashion.
In addition, during this time of crisis SHOPVIIXEN is supporting the Viixen community through their blog page, “A Viixen’s Diary by Sasha,” where they provide wholesome content about Lifestyle, Fashion, Beauty and more. “We want to keep your mind at ease during these difficult times. The blog will provide you with information and keep you entertained while at home” said Sasha.
Media contacts:
Victoria Farrell
SHOPVIIXEN:
See Flyer here
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SHOPVIIXEN Quick Facts:
- SHOVIIXEN’s new 2020 collection is completely eco-friendly, it’s purpose is to be re-worn over and over again, steering away from the “fast fashion” lifestyle that is damaging our environment.
- This collection will make you stand out while casual, the pieces we’ve selected have harsh angles and edges for you to make a statement.
- This collection does not feature comfortable ware, we’ve created this collection for the time that we are free from the mandatory quarantine due to the Coronavirus.
- We know that in an age of social media repeating the same outfit twice is a mortal sin. However, as advocates for the environment we want to promote the re-use of our products. We have placed ourselves as a style resource to give the Viixen community tips and tricks in how to re-style their outfits.
- Some of our favorite items from this collection were made for the working woman! Featuring mesh, chains and big shoulder pads in our bold blazers and tops. We want to “boss you up” while keeping a level of sophistication and class.
- These items are luxury, high-quality garments that you’ll only have to buy once and their durability will last you many years.
- SHOPVIIXEN minimalist approach to fashion makes decision making quicker when it comes to your outfits and saves you time.
- We want to emphasize that we never use any material from animal origin, we always use faux leather and faux fur on our outfits.
- The SV 2020 collection has lovely winter items for those of us that live in colder climates.
- We offer Spring/Summer items using hand picked, soft-quality fabrics by our founder Sasha. She only sells what she would wear herself, never what’s “trendy.” If it itches .than it’s a “no go” for Sasha and her Viixens!
SHOPVIIXEN 2020 Collection FAQs:
- What is a Viixen? – A Viixen is a female fox, it represents strong independent women who know what they want and where they’re going.
- Why are you promoting Winter items when they are off season? – Are brand ships all over the U.S. and Canada. Since we’re based in Canada, I wanted to include weather patterns into account for our Canadian Viixens.
- How does your company profit if you’re promoting minimalism? – Our products are luxury items of the highest quality, so they are affordable within their caliber. We don’t have problems in sales because our brand stands for the environment while staying in style.
- What makes your collections so expensive? – Our garments are made with handpicked garments from quality vendors from Asia and Europe.
- Why are you promoting your collection for when we’re off quarantine?- I want to prepare my Viixens for when they go back to work. I want them to be trendy and not worry when that time comes.
- Why didn’t you create a collection to stay at home?- The 2020 collection was already scheduled to launch in April before the Covid-19 crisis started. Also, every other company is promoting “stay at home wear” and I like to think of out of the box ideas for my brand.
- Don’t you think promoting a collection meant to go back to work will cause more anxiety to your community? – Not at all, i think it will alleviate that anxiety by making them excited and looking forward to when that time comes because they will be prepared.
- Why do you sell fabric only you would use, don’t you consider others’ opinions? – I do consider my community’s opinion, I am actively including them on the brand, and my personal Instagram pages. I want to clarify by saying, I won’t sell any fabric if it feels uncomfortable. Even if that fabric is trendy among designers and the runway industry.
- Do you think promoting clothing you can’t use right now will provoke shopaholics? – That is an interesting question, I think that if you’re a shopaholic you have an addiction and you will need to satisfy it, regardless of a company’s actions. My collection is high quality and minimalistic, in no way am I provoking anyone for keeping my community in style.
- Why should people spend money on your products if they’re more important things to buy? – For us at SHOPVIIXEN the safety and wellbeing of our community always comes first. We appreciate your business and customer loyalty, but you and your families are always first priority.
- Are you using your blog just to sell? – No, The SHOPVIIXEN blog is used to connect the Viixen community and keep their minds at ease during these times of quarantine,
- Do you think luxury dresses are a necessity in every woman’s closet? – It depends on their style and necessities. Every Viixen is different, we love and respect their individuality.
- What is vegan fashion? – Vegan fashion are clothing made entirly free from animal cruelty, including manufacturing and testing. We want to show the world that you can be fashionable without harming animals or mother nature.
- How is using harsh chemicals to create your clothing good for the environment? – We understand that to avoid harming animals, vegan clothing manufacturers must use chemicals and oils. However, until there’s an ultunitive, we encourage the re-use of our garment to avoid waste and more harm to the environment.
- What makes your brand special from other vegan fashion brands? – Our quality separates us from similarly made fast fashion products. Because our brand is minimalistic and uses high quality fabrics, we’re one step closer to eliminating our carbon print.
- Why did you launch this collection now instead of waiting? – Because, we wanted to give hope to our community saying “This will end and we want you to be ready when it does.”
- If the quarantine ends in 2022, won’t your clients be outdated with your collection? – We don’t know if that is the case, so it’s best to not feed the fear of a prolonged quarantine. However, if that does occur we will take measures into account to keep our environment safe and our Vixens up to date.
- What are your goals with this collection? – Like I said, our goal is to prepare your wardrobe for when you return to work. Yet, in light of current circumstances, we don’t expect to make the usual profit.
- How will you keep your clients up to date on fashion trends? – We are very active on social media, but we’re mainly focusing on the SHOPVIIXEN blog, A Viixen Diary, where we have many tips on recipes, style and skin care.
- Do you think that women are more attracted to vegan fashion rather than big brand names? – I think that when anyone, not just women, have a cause they support, it becomes more important than “who are you wearing” or what brand is sitting in your closet.
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