Last year, I took on the role of Chief Social Media Strategist for Brisbane’s biggest vintage clothing retailer, Brik Market.
I was tasked with completely reimagining the brand’s social media marketing strategy to expand the online store’s global following.
I began with a full UX and trend analysis, deep diving into niche online vintage fashion communities to understand what would resonate most with our target demographic.
During my research phase, I identified a highly relevant niche: V-Kei, an archival Japanese fashion subculture that was experiencing a major resurgence online.
This trend was generating a lot of excitement in the archive fashion community,
and with this insight, I set out to create content that felt natural, archival, and culturally authentic, the kind of material our audience might encounter on their feed as a rare cultural artefact from the subculture they were currently exploring.
The goal was to build trust in the brand’s cultural capital.
Instead of feeling advertised to, users would perceive Brik Market as a genuine tastemaker whose curation reflected this aesthetic they were so eager to learn more about.
To execute this vision, I launched a content series called Cult Fashion Cinema, highlighting niche art-house films that incorporated V-Kei styling in a lo-fi, archival-feeling format that blended seamlessly into users feeds.
After weeks of research, planning, and content development, I published the first video to instagram, focusing on the film Oresama. a piece of media that although relatively unknown, captured the energy of V-Kei perfectly.
Within hours the post went viral, reaching over 200,000 views in the first week. It has since accumulated 13,000+ likes and 2,400+ shares, in turn super charging click-through rate and bringing in countless new followers to Brik Market,
a massive jump from the few thousand views that previous posts were receiving.
This project significantly strengthened my ability to:
● Forecast and capitalize on emerging trends
● Understand and analyze online demographics
● Develop effective social media strategies
● Increase click-through rates and conversions
● Drive real growth in reach, followers, and sales
