Competitors|Atijo Described by ELLE as ‘Vintage shopping for the truly cool”(Murray Daisy. 2021), Atijo was founded in 2019 by four London-based creatives; Anu Odugbesan, Caitlin Moriarty, Londiwe Ncube and Safiya Yekwai. The brand sells homeware, womenswear and recently launched menswear. Collections include designer vintage pieces with a mid to high range price point, and is currently only available to buy on the @atijostore Instagram, which has 7,155 followers. Despite only being available on one platform, Atijo’s Instagram feed is carefully curated in a minimal, modern style to reflect the product on offer, varying shots between close-up detail and model shots. The Instagram captions are very minimal and straightforward to clearly communicate the product on sale. However, this minimises the ability to create a community on the page and build a rapport with customers, as the tone of voice is less conversational, and solely focused on selling the product. Atijo don’t post consistently, partly due to the selling style of their posts, with posts being more frequent when collections drop. Typically they post once a week, and collections have a tonal colour palette. The brand has featured alongside Retold in Marie Claire, ELLE and Refinery29. The brand doesn’t offer refunds or exchanges, which may deter potential consumers as they can’t try the product on before purchasing.
“ We want Atijo to inspire conscious consumption and celebrate style, culture and diversity”. Atijo’s four Founders.
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