PROJECT: Founding a Vintage Fashion Retail Brand
Turning Passion to Business: My Journey of Founding Medusa’s Vintage
Building a business from scratch was an unprecedented challenge for me. Choosing to found a business in a market where I was an active consumer, I was able to curate a creative and recogniseable brand.
1. Laying the Foundation: Research and Planning
Sourcing Research: I analysed the prices of vintage dresses available through available sources.
Market Research: Using platforms like Depop, eBay, and Instagram, I studied the retail prices of similar dresses, estimating a viable profit margin.
Defining the Audience: I focused on young adult women who are passionate about vintage fashion and current trends, helping me accurately curate my product line and brand identity.
2. Curating the Collection: Sourcing and Styling
I curated a stock of vintage dresses with a focus was on styles from the 1980s to the early 2000s, as these decades were trending in the vintage fashion market. Each piece was selected to align with the aesthetic preferences of my target demographic.
3. Crafting a Brand Identity
To create a brand that would be memorable in a competitive market, I leaned into storytelling and a strong visual identity:
The Name: I chose the mythical figure of Medusa as the name for my brand. With its associations with Ancient Greece and mythology, the name conveys a sense of familiarity, respectability, and aspiration.
Visual Identity: Drawing inspiration from Ancient Greek ruins and nature, I designed a simple yet striking colour palette:
Beige: Evoking the timeless beauty of ancient temples.
Deep Green: A nod to nature and sustainability.
Peachy-Pink: A bright accent representing purity and femininity, perfectly suited for my target audience.
Logo and Design: Incorporating these colours and themes into my branding, from the logo to the marketing visuals, I ensured a cohesive aesthetic that customers would be able to recognise.
4. Building Buzz: Marketing and Social Media
Pre-Launch Teasers: Before the official launch, I leveraged social media to tease the brand’s upcoming launch and aesthetic. The visuals highlighted the mythology-inspired theme without revealing the products, building intrigue and establishing familiarity.
Engagement: I interacted with followers of similar brands, creating connections and fostering interest among potential customers.
5. Strategic Product Launches
With an initial stock of 20 dresses ready, I planned a staggered launch schedule to maximize visibility and engagement:
Initial Launch: I debuted with three products to set the tone for the brand’s offerings.
Daily Releases: Each subsequent day, a new product would launch and be posted on the brand’s social media. This kept the brand fresh in the minds of users, with content regularly appearing on home and explore pages.
Engagement Boost: The gradual rollout allowed me to boost interactions and leverage the social media algortihm to push the brand’s posts to potential customers’ feeds.
