This is a living blueprint for a future online retail brand that will go by Caligo. This page will cover creative direction, positioning, naming, studio design, photography, styling, messaging, pricing, and management in a phased approach.
Positioning
Caligo is a high-end, specialty vintage online shop at its core, but intends to expand beyond.
It is also a place people visit even if they aren’t shopping, it serves as a gallery and source of inspiration.
It’s not your average vintage shop and definitely not thrifty.
Items in this shop are carefully curated, rare, often directly sourced from around the world, tell a story, and build awareness and respect for history, quality, care, patina, time, tradition, and craft.
Ethos
We care about elevating vintage because we believe in honoring relics as they should be. We want specialty vintage treasures to make it past market racks and collector trading cycles, and to be given the proper stage for more to see. We select through an intentionally narrow lens, offer styling as inspiration, and challenge our audience to expand their perception of pre-loved, aged, faded, and repaired.
Phases
1
Small studio renovation
flat lay photography
current inventory
Basic editorial photography
no models
Start with monthly drops
Promote + build awareness
2
Grow inventory
expand categories
more editorial photography
models for some pieces
bi-weekly drops
3
bigger studio space
Offer showroom appointments
Increase inventory
expanded storytelling
model for each piece
weekly drops
press
