Eco-friendly footwear brand VIVAIA has selected Edelman Australia as its PR Agency of Record, following a rigorous competitive pitch process. This strategic partnership is set to enhance VIVAIA's brand presence and drive its upcoming Australian market initiatives.
The collaboration will kick off with the launch of a temporary pop-up store at Melbourne Central in August 2024. This event will serve as a precursor to VIVAIA's highly anticipated flagship store opening in Sydney, scheduled for the end of the year. The Melbourne pop-up will showcase VIVAIA’s sustainable footwear collection, aiming to capture the attention of eco-conscious consumers and fashion enthusiasts alike.
Edelman Australia will spearhead a comprehensive communications strategy designed to maximize earned media coverage and leverage influencer marketing. The campaign will highlight VIVAIA’s commitment to sustainability and its innovative approach to eco-friendly fashion.
This partnership aligns with VIVAIA’s broader global expansion strategy and underscores its commitment to increasing brand visibility in key international markets. The brand has previously made headlines with its use of recycled materials and environmentally friendly manufacturing processes, establishing a strong reputation in the eco-conscious consumer segment.
In recent months, VIVAIA has been recognized for its contribution to sustainable fashion, with features in notable publications such as Vogue and Harper's Bazaar, and collaborations with prominent environmental advocates. The appointment of Edelman Australia is expected to further amplify these efforts and bolster VIVAIA's position in the competitive footwear market.
The launch events in Melbourne and Sydney are anticipated to draw significant media attention and generate buzz around VIVAIA's commitment to sustainable and stylish footwear.
