About Retold

04 Brand Analysis

About Retold

Retold, a female-focused vintage brand, was founded in 2018 in East London by Clare Lewis, following a substantial career in the fast fashion industry which left her questioning her consumer values and increasingly turning to vintage clothing. Retold was created with the vision of transforming vintage and second-hand clothing into carefully curated stylish collections with a modern, minimal aesthetic, with the aim of making vintage and second-hand clothing inspiring and accessible to as many people as possible.

New handpicked curated collections drop every other week on the website, with Retold’s subscribers getting exclusive early access. The collections are promoted on Retold’s Instagram, utilising stories, grid posts, photography and text, as well as features of the app including countdown features.

“Retold has allowed me to enjoy all that I loved about fashion but in a way that is much more environmentally friendly. Over the last few years I had definitely become aware of the negative side to the fashion industry”.

Clare Lewis, Founder of Retold.

Retold, 2021.

Retold, 2020.

Brand Aesthetic

Retold has a clear colour scheme which is evident through their coherent collections, imagery and communications across their website and social media. The neutral, earthy tones reflect the sustainable values of the brand and support the minimal but modern aesthetic.

Instagram is the main social media platform utilised by Retold, which reflects the sophisticated and minimal ethos of the brand and customer, working with a ‘less is more’ approach. Retold’s tone of voice mirrors the style that the brand offers; modern, minimal and considered. The brand understands their customers are busy, many being working professional or women with families who have limited spare time. To show they know their customers, Retold’s communication is succinct, straight to the point but with a friendly tone to create a positive mood when the consumer visits the brand. This is consistent through the website and subscriber email content, using phrases such as “it’s as simple as that”, to communicate the ease of the Retold shopping experience.

The copy on Retold’s Instagram posts are slightly more informal and conversational than the emails, helping to harvest a community of Retold’s followers, like-minded consumers united through style and second-hand shopping.