“PR Volt understands our brand. They know which trends are worth our time and they’re able to spot the moments where our products can naturally become part of a bigger fashion conversation. That support has gone beyond press coverage. Their ideas have helped inform some of our marketing campaigns, giving us clearer direction on what shoppers are paying attention to and how we can show up in a way that feels timely and authentic. For a lean team, having PR Volt manage the outreach, follow-ups, and media opportunities has been a huge relief, and seeing those efforts turn into real coverage has been incredibly rewarding.” — Katie Echeverry, Unique Vintage CEO
Unique Vintage is a strong PR fit because the brand has a clear point of view, a highly visual product catalog, and a story that naturally connects to both fashion media and everyday shoppers. As a female-founded, independently run fashion brand, Unique Vintage specializes in inclusive, vintage-inspired clothing and accessories available in sizes XS through 5X.
That combination gives the brand multiple strong angles for media. Its pieces are visually distinctive, easy to feature in shopping roundups, and highly relevant to seasonal fashion stories. At the same time, the brand’s inclusive sizing and independently run background give journalists a more meaningful story than simply “another fashion product.”
Unique Vintage also has the kind of catalog that works especially well for timely PR. Its products can be connected to holidays, concerts, pop culture moments, celebrity-inspired trends, seasonal dressing, and major brand partnerships. Whether an editor is writing about summer dresses, retro swimwear, Halloween looks, Barbiecore fashion, or what to wear to a major concert, Unique Vintage has products that can naturally fit into the conversation.
This made the brand especially well-positioned for a PR strategy built around timing, relevance, and fast-moving shopping coverage.
The Situation
Before working with PR Volt, Unique Vintage was handling PR internally and seeing solid media hits, but nothing consistent. The brand had strong products, a distinct identity, and plenty of timely angles, but managing PR on top of the day-to-day demands of running an e-commerce fashion business was difficult to sustain.
The biggest challenge was the workload. PR requires constant attention: identifying relevant media opportunities, shaping the right pitch, sending outreach, following up, responding to leads, coordinating assets or samples, and continuing conversations with journalists. For Unique Vintage, much of that responsibility had been falling on the CEO, which made the process overwhelming.
Like many growing e-commerce brands, Unique Vintage did not just need more press. The team needed a system that could help turn opportunities into actual coverage (and sales!) without creating more work internally. The brand needed a partner who could understand its voice, recognize the cultural and seasonal moments worth leaning into, and manage the execution required to keep PR moving.
As the engagement evolved, Unique Vintage also faced a common PR challenge: generating interest was not enough. There were leads and conversations happening, but turning those into consistent coverage required more intentional follow-up and relationship management. That became a key reason the brand eventually added PR Volt’s white-glove support, allowing PR Volt to take more of the lead-management process off the client’s plate.
The Strategy
Connecting Products to Timely Fashion Conversations
PR Volt focused on identifying fashion topics journalists were already writing about, then positioning Unique Vintage products as natural fits for those stories. This included seasonal roundups, summer fashion features, concert outfit ideas, and culturally relevant style moments.
Rather than forcing the brand into unrelated media conversations, PR Volt looked for moments where Unique Vintage already belonged. This made coverage feel more seamless and gave editors timely, useful product suggestions for articles they were already planning to publish.
Building Campaigns Around Pop Culture and Partnerships
A major part of the strategy was leveraging Unique Vintage’s existing partnerships and cultural relevance. One of the strongest examples was the brand’s Barbie partnership, which PR Volt turned into a focused campaign.
By connecting Unique Vintage’s products to the broader Barbie fashion conversation, PR Volt helped the brand earn more than 30 pieces of coverage in one month. This showed the value of pairing a strong product collection with the right cultural moment and a timely outreach strategy.
Supporting Seasonal Shopping and Style Inspiration
Because Unique Vintage sells apparel and accessories, shopping-focused coverage was a natural priority. PR Volt targeted opportunities where readers were actively looking for outfit ideas, giftable products, or style inspiration.
This approach helped position Unique Vintage in content that could support both discovery and purchase intent. Instead of only pursuing general brand mentions, PR Volt focused on placements where the brand’s products could be seen by shoppers in a relevant context.
Creating Ongoing Affiliate Media Relationships
PR Volt also helped Unique Vintage build more sustainable media momentum through affiliate partnerships. One of the most valuable outcomes was an ongoing relationship with SheKnows, which has resulted in coverage roughly every two weeks.
These placements also carried additional value because SheKnows articles could be syndicated to outlets such as AOL, Yahoo, and MSN. While this may not have been the single highest-reach placement, it created something especially valuable: recurring coverage instead of a one-time mention.
Improving Lead Conversion Through White-Glove Service
As the program evolved, Unique Vintage added white-glove support, allowing PR Volt to take a more active role in managing open leads and continuing media conversations. This had a significant impact on results.
Once PR Volt began handling more of the lead-management process, coverage jumped by over 30 hits. This showed that Unique Vintage already had strong PR potential — but consistent responsiveness and thoughtful follow-ups were what turned media interest into actual coverage.
Helping the Brand Spot Timely Marketing Opportunities
PR Volt did more than pitch products to the media. The team also helped Unique Vintage identify fashion moments and trends the brand could use in its own marketing.
For example, PR Volt pointed out the growing interest in Carolyn Bessette-Kennedy’s minimalist 1990s style and helped Unique Vintage see how its own products could fit into that conversation. Instead of treating PR and marketing as separate efforts, Unique Vintage could use the same trend across media outreach, email, social content, and product storytelling.
This helped the brand move faster on timely fashion moments, create campaigns that felt relevant to what shoppers were already seeing and searching for, and get more value from trends that matched its catalog. In this case, that guidance helped support a successful internal marketing campaign, while also giving the team more confidence in which cultural moments were worth acting on.
The Results
PR Volt helped Unique Vintage turn timely fashion moments into consistent, high-value media coverage.
The brand’s Barbie partnership became a standout win, generating 30+ pieces of coverage in a single month. PR Volt also helped build an ongoing affiliate relationship with media partners like SheKnows, creating repeat coverage roughly every two weeks with additional syndication opportunities through AOL, Yahoo, and MSN.
A major shift came after Unique Vintage added white-glove service. Once PR Volt took on more of the follow-up and lead coordination, media interest turned into 31 additional hits.
For Unique Vintage, the benefit was clear: more consistent visibility, stronger media momentum, and less PR work falling on the internal team. Instead of chasing press in between everything else, the brand had a partner turning relevant trends, product moments, and media interest into real coverage.
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