Keep Left has been appointed by St Vincent de Paul Society Victoria (SVDPV) to oversee public relations and social media while promoting its growing retail store offering.
SVDPV, affectionately known as Vinnies Victoria, has a network of more than 100 Vinnies Shops across the state, popular for fashion finds, unique homewares and bargains that contribute to a good cause.
Vinnies Victoria EGM for brand and commercial Charlie Spendlove said: “Thrifting is the new sustainable dopamine hit for style hunters everywhere. Once a niche trend, pre-loved fashion has gone mainstream as we saw at this year’s Brownlow when Dee Salmin turned her year 12 formal dress into a skirt!”
A study by RMIT University found Australians aged 18-to-34 are more likely to buy second-hand and last year, more than one million additional people visited Victorian Vinnies compared to the year prior with the 4,041,654 customers representing a 34.7 per cent increase.
Keep Left will develop and deliver an integrated PR and social media strategy as part of an always-on program, including design and asset creation and social training for staff.
Spendlove added: “Keep Left’s experience delivering engaging integrated strategies that build on cultural moments made this an easy decision. I’m confident this partnership will take our retail offering to the next level.”
Leaning into the agency’s ‘whole brain’ integrated approach which calls on multidisciplinary craft specialists, Client Partner Tiffany Simon will lead PR and social for Vinnies Victoria.
Simon said: “Sustainability and the circular economy are becoming increasingly important to Australian consumers and we’re looking forward to elevating the Vinnies Victoria retail brand as it goes from strength to strength. It’s an exciting opportunity to leverage the power of an integrated owned and earned approach while tapping into a growing trend linked to the important conversation about values-aligned shopping and sustainability.”