Since its launch in 2004, French sneaker brand VEJA has become a benchmark in fashion and textiles. His project is based on strong commitments environmental and social (ESG) and the rejection of “classical” advertising and marketing to reduce costs. We therefore wanted to understand how Veja seduces its clients, anonymous and famous. With lighting on three levers used by Veja a make eco-responsibility go viral on social networks.
Reminder on Veja’s ESG commitments
Veja is a pioneer of fair trade and sustainable sourcing. We talked about it in this 2021 article on responsible startups. His approach leads him to select sustainable materials. Like rubber of biological origin or even leather with less polluting tanning methods.
On the social aspect, Veja is committed to reintegration with more than 430 employees supported since 2004. We recommend this video that summarizes the history of Veja. Because there the founders tell a triggering moment. In 2003, during their visit to a Chinese textile factory for the social audit of a major fashion brand.
No paid muses or influencers, just celebrity fans
As a result of its eco-responsible and ethical sourcing, Veja sneakers they cost 5 to 7 times as much to produce compared to other less scrupulous brands in the choice of materials and suppliers (Veja estimate). To maintain a sales price comparable to its competitors, the brand has decided toeliminate advertising costs. Car seal See “70% of the cost of a sneaker from a big brand goes to advertising. “. Veja therefore does not do traditional advertising, has no paid muses/influencers, and does not advertise. He prefers a word of mouth strategy, on the pitch and via social media.
And it works. These trainers with a clean look and a very recognizable V are now adopted by stars and influencers (not paid by Veja) who wish to demonstrate their responsible choices.
lever n. 1: the Meghan effect and the environmental awareness of the stars
Which brings us to an early viral lever used by Veja. Become the favorite brand of stars and eco-conscious fashionistas. With the possibility of appearing at the foot of Megan Markle in the fall of 2018. She was photographed during the Invictus Games in Sydney wearing her black and white V-10 sneakers. A perfect accessory for a sporty yet chic look. (details and photos via Vogue.fr)
A surprise for the founders of Veja who then admit that they don’t follow what celebrities do and that they don’t know who Meghan is (!) (Footwearnews source). But they can thank their team in charge collaborations with big names in fashion which have contributed to making Veja known to all fashionistas on the planet. AS agnes b., jacadi and more recently Marni.
Immediate result of the Meghan effect: a 113% increase in searches for the Veja brand (source Settingmind.com). 58% increase in searches between 2017 and 2018 (source Lyst ranking, Year in fashion 2018). And an explosion of engagements on Instagram (20,000 likes for Meghan’s photo compared to the usual 1,000-3,000.
Since then, other “green” stars accustomed to the runways, such as Emma Watson and Marion Cotillard, have also been photographed with Veja on their feet. Veja sneakers are also part of Emmanuel Macron’s “Frenchtech” look.
lever n. 2: no advertising display, but a public “exhibition” of the counterfeit
Discovering a photo of Meghan Markle wearing a pair of Veja is a nice surprise for the brand. But the price of success was then seeing sneakers with a strangely familiar design arriving on social networks.
Example in March 2019, with this Primark model spotted by Nu Wardrobe Instagram account @Wearenuw. Photo reported by Eco-age.com reminding that “Copying is not nice”. This is the 2th lever that we have chosen to highlight in this article. Because it shows the importance of the day before on social networks and direct speech to support the brand values.
Irish Primark is 3th ready-to-wear brand in the world behind H&M and Zara. She is criticized for her politics “fast fashion” or disposable fashion at a low price. The brand would therefore have copied a Veja model but without copying its responsible sourcing policy. This is in summary what Sébastien Kopp, co-founder of Veja, replied to them on Instagram, giving an appointment to Primark in court for an explanation (comment below).
Leverage #3: focus on in-store design and services
Veja’s viral tactic is also strengthened by his presence on the pitch. The brand works three stores in France (two in Paris, one in Bordeaux), a shop in New York (from 2020) and one to Berlin (since 2022).
The design « instagrammable » of these points of sale plays an important role in enhancing the brand. Thus Veja is aimed at avant-garde architecture studios and contemporary artists. Like the Brazilian Kleber Matheus and his neon sculptures.
The Veja store in Berlin also stands out for the presence of a shoemaker’s shop. This shoe repair service cleans and repairs Veja sneakers, but also those of other brands.
Repairing and reselling clothes is no longer hiding
Like Veja, more and more brands are offering repair services. Limited however to own products.
We can mention the pioneer of sustainable fashion Patagonia with its “Worn Wear” program (since 1973 in the USA). Includes clothing repair, resale and upcycling services. Patagonia currently operates 72 repair centers around the world and has repaired 100,000 items in 2022 (Source The Guardian).
This tendency to « repair the wear » now the world of luxury wins. LVM extension has thus promised its shareholders to launch a “sophisticated” repair service in 2023. Meanwhile, on June 15 during Viva Technology in Paris, the group awarded the grand prize of the LVMH innovation awards to the English startup ” Save your wardrobe “. This platform connects shop representatives with tailors, shoemakers and restorers to repair clothes, shoes, jewelery and bags.
Hugo Boss it is also expected to offer the repair as part of its “pre-loved” platform previewed in France from September 2022. Tommy Hilfiger, Arc’teryx, Barbour, Ganni and Uniqlo they have also already established repair services and other brands are expected to follow suit in 2023. (details in The Economist)
Severino Godet
